ExchangeWire round up some of the biggest stories in the European digital advertising space. In this week’s edition: Acquisition news with Salesforce to buy Krux and Criteo taking over HookLogic; Guardian launches programmatic audience targeting platform; IPA champions diversity; Optimizely enables campaign experimentation; and Optimove introduces Optibot.
Salesforce to buy Krux
Data management specialist Krux changes ownership. New owner, Salesforce, pays the proud sum of USD$700m (£554m) for Krux, the Wall Street Journal writes. The purchase [...]
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Not all consumers are made the same; and this is certainly true, even within markets in the Asia-Pacific region, making the art of marketing challenging. However, the volume of mobile data generated today has helped brands make smarter decisions about who they’re targeting and how they’re doing so, writes Nandita Pal, Near’s Southeast Asia and Hong Kong general manager. In this industry byliner, Pal highlights five things marketers in the region need to keep in mind when they embark on [...]
Data management platforms (DMPs) were heralded as tools to help businesses make better sense of all the data surrounding them, But are they achieving everything they set out to? Lindsay McEwan (pictured below), VP & managing director EMEA, Tealium believes the DMP has been mis-sold. Writing exclusively for ExchangeWire, McEwan explains how ‘data management’ needs to become ‘data action’.
Step right up to get your hands on the ultimate digital marketing tool. It can store all the [...]
A/B testing has been around for a few years now and is an optimisation strategy that seems to sit under the radar, quietly and studiously getting on with the task at hand, without creating any great fuss. Does the fact it’s not a glamorous head turner mean it’s not getting as much airtime as it deserves? Oren Cohen, head of mobile and personalisation, Optimizely, thinks that could be the case. Here, Cohen speaks with ExchangeWire about the journey of A/B testing [...]
Big data has offered so many promises and potential solutions to effective audience understanding and targeting; but has it delivered or is it just causing data-blindness? ExchangeWire speak with David Shiell (pictured below), CEO, House of Kaizen about how business intelligence can help to transform the management of big data.
Several years ago, McKinsey Global Institute sparked excitement with its prediction that retailers would soon be utilising big data so effectively that they would increase operating margins by more than 60%. More [...]
Marketers are often tired of hearing that they can’t operate an effective marketing strategy without properly leveraging their first-party data through a DMP technology. However, are the marketers that have jumped on board making the most of their investment? Ahead of his participation at ATS Paris next week, ExchangeWire speaks with Ghislain Lefebvre (pictured below), sales lead, Oracle DMP, about what makes a sound DMP strategy, how marketers should be maximising their data usage, and the importance of machine [...]
There is a lot of hype around data and how you can extract maximum value from it. But hype often leads to fear of the unknown, resulting in vast quantities of data, from different sources, each source providing a varying level of value. In the first of a series of pieces exploring data, Mathieu Roche (pictured below), global business development director, Weborama, explains the difference between data creation methods and how they can be put to best use.
Marketing has become a [...]
As data volumes have increased exponentially in recent years, the ability to sift through and identify the important insights has become an increasingly sought-after skillset. Industries as diverse as Finance, Professional Sports, and Healthcare are now recruiting people with data handling and analysis expertise to help steer strategic decision making. But what kind of value can these people bring to the marketing world? Jenny Thompson (pictured below), head of data science & advanced analytics, Forward3D, speaks to ExchangeWire about the [...]
On Monday (19 February), Ciaran O’Kane, CEO, ExchangeWire published a piece as a precursor to the biggest mobile event of the year, Mobile World Congress. As well as touching upon the device graph and the rise of programmatic native, O’Kane shared with the world a solution to monetising the plethora of emojis that exist globally.
Not ones for duplicating content, but such was its popularity, ExchangeWire are delving into this idea in more detail, just in case somebody out there [...]
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The discussion rages on about whether data and creativity can harmoniously co-exist in the new era of digital advertising. If data is what determines whether a person is a relevant target, then creativity is what determines whether that person will eventually become a customer; so there has to be room for both. Alain Portmann (pictured below), partner, head of media & insights, House of Kaizen speaks to ExchangeWire about how conversion rate optimisation (CRO) could be the answer to address this disconnect.