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 [...]
Tags Ad Networkad networkad networksad techAudience BuyingBehavioral TargetingBehavioural TargetingDatadata driven displayData Management PlatformData Optimisationin-app mobile advertisingmobile ad networksmobile advertisingmobile appsmobile display
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.
In our latest piece from the IAB’s Display Trading Council, Lewis Sherlock (pictured below), head of enterprise strategy, AOL International, discusses the broader applications of programmatic.
Originally, when trading of digital display inventory began through ad networks, it was a way for publishers to electronically monetise unsold remnant inventory, giving agencies the opportunity to target these impressions with intelligent data sets on behalf of their client base. Now, the quality and scale of the inventory that flows programmatically has greatly increased. [...]
Tags CreativeDataData OptimisationDigital MarketingDisplaydisplayIABProgrammaticprogrammaticprogrammatic buyingprogrammatic displayProgrammatic Mobileprogrammatic tradingprogrammatic tvprogrammatic TVProgrammatic VideoRTBTechnology
ExchangeWire Research’s weekly roundup brings you up-to-date research findings from around the world, with additional insight provided by Rebecca Muir, head of research and analysis, ExchangeWire. In this week’s edition: UK adspend grows 7% in Q3; Paid search growth down 12%; and 70% believe audience recognition will be key focus area in 2016.
UK advertising expenditure grows 7%
Arguments abound about the best way to measure digital campaign effectiveness; but no industry standard exists. ExchangeWire talked to Tim Geenen (pictured below), director of strategy and innovation, Bannerconnect, about a study they carried out, which shows that exposure time could be the go-to metric the industry has been crying out for.
ExchangeWire: Where is the industry currently going wrong in measuring the effectiveness of digital campaigns?
Tim Geenen: Attribution is no easy feat for today’s digital marketers and advertisers. With search, [...]
Over the last year, first-party data has often taken centre stage in marketing strategy meetings. Second-party data has been somewhat hidden in the shadow of its cousin, first-party data, until now. ExchangeWire spoke exclusively to Steve Ustaris, CMO at ownerIQ (pictured below) about the rise in popularity of second-party data and how large brands are creating data partnerships that drive incremental sales.
Because first-party data is acquired through consumer engagement, for example newsletter sign-ups or sales, [...]
There is an immense amount of consolidation and diversification in the technology marketplace. Neil Nguyen, President and CEO, Sizmek, speaks exclusively to ExchangeWire about what these changes mean for marketers and how their roles are impacted.
Neil Nguyen: As the ad tech industry matures, many of the larger players are looking to expand their digital advertising offering through acquisition, rather than spending time developing technologies that already exist. This will benefit marketers looking to build, target, [...]