WPP consultancy, Gain Theory, launched this month to help marketing and insight professionals with the challenges they are increasingly facing with data and technology. Gain Theory Partner and ExchangeWire contributor, Celina Burnett, explains more about the launch and what this means for industry.
The marketing landscape, and the role of the CMO, is changing. Marketing is no longer solely for the creatives: the proliferation of channels and the ever more complex customer journey have put data and technology at the centre [...]
Zuzanna Gierlinska, Oracle Marketing Cloud, director data management platforms (DMP), EMEA, reflects on the recent spate of publisher consortium announcements including Pangaea, and the AOP collective, and the challenges the individual members face including: consolidating their respective data sets into one platform and building out this data with third-party data sets.
It’s no secret that the media giants like Google and Facebook are locking down their data. Google’s blocking of DMP pixels is a predictive first step to maintain better control [...]
Nicolas Schueller, Adomik, CEO and founder, reflects on how premium publishers have histrocially struggled with the transition to becoming digital first businesses; from increasingly relying on social networks for traffic referrals, and ceding control of their user data, he also points to the potential solution whereby they can pool resources with companies undergoing similar challenges.
Co-ops appear to be a smart move for premium publishers. Premium publishers have (understandably) struggled with knowledge, insight, and tools as a result of the rapid [...]
In this weekly segment, ExchangeWire sums up the key industry updates on ad tech from around the region – and in this week’s edition: VivaKi inks DMP deal with Tencent in China; Asia leads smartphone purchases; Chinese consumers have high mobile expectations; Nexmo offers API for brands to engage mobile audience; Singapore telco appoints new head of media sales.
VivaKi inks DMP deal with Tencent in China The Publicis Groupe subsidiary has inked a deal with Tencent that will see both companies develop [...]
Tags Ad ServerAdvertiserAgencyAnalyticsAPACAudience BuyingBehavioral TargetingBehavioural TargetingBig DataBrandChinaConnected TVData Management PlatformData StrategyMarketerMobileProgrammaticRetargetingSingapore
Marc Gosschalk, AdTruth, partner marketing manager, EMEA, stresses the need for advertisers to be more proactive with consumers on the benefits of the data exchange economy, citing multiple opinions from across the industry.
Last year saw a rapid increase in public awareness of digital privacy and identity, and brought to the fore the question of trust in digital marketing. This begs the question, what can be done in 2015 to improve the relationship between brands and consumers?
Eduardo Ustaran, a lawyer [...]
Audience data is undeniably an important ingredient in any ad campaign, but some marketers are misusing such data to achieve easy success.
ExchangeWire spoke with Bryan Melmed, global vice president of insights at Exponential Interactive, who championed the use of data intelligence and analytics to support advertising efforts and ad targeting campaigns.
But how are marketers wrongly using data? According to Melmed, brands are missing the point when it comes to understanding their baseline or the audience they should be focusing [...]
The worlds of ad tech and martech are increasingly colliding, which poses marketers with many questions to ask themselves about how they conduct their business from day-to-day, including where their roles fit within an organisation, and whether or not they should break historic ties, in favour of new relationships with companies offering the latest technologies. Scott Brinker, Chiefmartech.com, editor, speaks with ExchangeWire about how these trends are disrupting the industry.
EW: There is a lot of talk about the rise of [...]
Tags AdvertiserAgencyBig DataDataData Management Platformdata modellingData OptimisationData StrategyDemand Side PlatformDigital MarketingDSPEuropeMarketermarketing cloudMarketing TechnologyMedia BuyingOnline MarketingProgrammaticStack
What does a ‘like’ or retweet mean for your brand? Nothing much these days, it seems, as they come a dime a dozen. Instead, data has become increasingly important to enable advertisers to better engage their audience, but what remains the missing link? In this piece, Eyeota CEO Kevin Tan issues a reminder for marketers to keep their eye on the ultimate target: humans.
Advancements in digital technologies have been far reaching, [...]
With a third of marketers planning to increase investment in DMPs in 2015, Zuzanna Gierlinska, director, strategic agencies & accounts, Oracle Marketing Cloud, EMEA, calls on marketers to start investing in the right resources too.
DMPs gaining traction A recent Oracle Marketing Cloud study into digital marketing budgets revealed three-quarters of marketing managers were planning to increase their digital marketing spend in 2015 – the highest proportion since the survey began in [...]
Tags AdvertiserAnalyticsBig DataDataData ExchangeData Management Platformdata modellingData OptimisationData StrategyDigital MarketingEuropeMarketerMarketing TechnologyOnline MarketingProgrammaticSkills
The Echo Chamber is a regular column, penned by Ciaran O’Kane, on all things adtech, mar tech and programmatic.
Programmatic advertising continues to be dominated by desktop retargeting, gaming DR, and soft brand metrics. However, there does seem to be a shift in focus among some enlightened agency decision makers.
A realisation has dawned at agencies within holding groups that their future in programmatic should be built around multi-channel buying consultation. This will ultimately have more longevity than display [...]