In a market democratised by programmatic, brands in Asia-Pacific must be able to stand above the crowd and not have a myopic view of the digital landscape.
Programmatic had levelled the playing field and created a space in which even multibillion dollar brands competed with mom-and-pop stores. This meant that marketers would need to work harder to differentiate themselves, said Sanchit Sanga, Mindshare’s Asia-Pacific chief digital officer.
“To win in this scenario, you’ll need to have much better data strategies in [...]
Asia-Pacific comprise many different countries and markets, resulting in multiple data inputs and a fragmented publisher community. This has made it challenging to gather data and build audience segments relevant for marketers in the region.
In this week’s Q&A, Eyeota’s CEO and co-founder Kevin Tan and Skimlinks’ head of audiences Ed Thomas discuss challenges the industry still face in establishing accurate user profiles and managing misconceived mindsets that audience data should be provided free with inventory buys.
The two ad tech [...]
2016 saw the mainstream adoption of data analytics for business use. Gartner reported that over 1,000 large enterprises have a chief data officer, or chief analytics officer, and predicted that 90% of large organisations will have the position by the end of 2019. As Dean Stoecker, chairman & CEO, Alteryx Inc. explains, it means 2017 becomes a crucial year for those wanting to live these trends and become leaders in the world of data-led insights and decision [...]
Ask a consumer to define ‘SPAM’ and ‘Marketing’, and the likely answer will be SPAM is anything they don’t deem personally relevant and marketing anything that they do. In other words, writes Suzanna Chaplin (pictured below), commercial director, ESBConnect, it depends on that particular time and context – what may be SPAM one day, is marketing the next day.
In different channels, a consumer’s intent is revealed in different ways. Search is the simplest, with intent revealed by what they [...]
At ATS New York 2016, Nathan Woodman, general manager, Demand Solutions, IPONWEB delivered a keynote speech on the topic of first-party machine learning in programmatic, with a request to the industry: can we create a framework for ‘Open Machine Learning’?Data, data, data
With data growing at an unprecedented rate, we exist in a situation of extreme complexity; and the most complex model far exceeds human comprehension, with 50 million potential outcomes. Everyday we are creating 2.5 quintillion bytes of [...]
The industry agrees that relevance is the jewel in the crown of effective advertising, with first-party data an important alloy to hold it all together. In this piece, Fritz Richter, CTO and co-founder, adsquare, (pictured below) looks at the requirements for a secure data marketplace and suggests five key elements.
Advertising has become a battlefield for relevance. The rise of the empowered consumer, particularly digital natives who grew up ‘mobile-first’, has turned up the pressure on brands and marketers to deliver personal [...]
On 25 May 2018 the world will change. Personal data — arguably today’s most valuable currency and the lynchpin of digital advertising — will be managed by a strict new rulebook: the General Data Protection Regulation (GDPR). Writing exclusively for ExchangeWire, Tanya Field, CPO and co-founder, Smartpipe, explains how the anonymisation of data to ensure GDPR compliance doesn’t need to be the answer where, in fact, data pseudonymisation offers a viable, compliant alternative to marketers.
For the advertising industry, the GDPR’s impact will be [...]
ExchangeWire rounds up some of the biggest stories in the European digital advertising space. In this week’s edition: The Trade Desk prepares for IPO; Anti-Fraud Certificate by JICWEBS; Google goes anti-pop-up ad; The Independent’s digital-only success; New market transparency tools by AppNexus; Adelphic and Grapeshot integrate; Sizmek and Fuisz work on ‘hot spots’; and Index Exchange powers Time Inc. header bidding.
The Trade Desk goes public
Demand-side platform provider The Trade Desk is preparing for their IPO. In the course of admission to listing, [...]
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In this weekly segment, ExchangeWire sums up key industry updates on ad tech from around the Asia-Pacific region – and in this edition: APAC to become world’s biggest digital ad market; Two AU industry groups merge; Singapore broadcaster inks Outbrain partnership; Brand reputation important among Chinese jobseekers; and Dentsu appoints ANZ data head.
APAC to become world’s biggest digital ad market
Asia-Pacific is projected to bypass North America this year to become the world’s largest digital advertising market, taking the pole position [...]
Data-driven storytelling is a challenge and a goal for many a marketer, with the ability to customise recommendations to different audiences based on brand interaction near impossible, due to the blackbox nature of existing recommendation engines. ExchangeWire speak with Vijay Chittoor (pictured below), CEO, Blueshift, about how the launch of the ‘Blueshift Personalization Studio’ aims to change the landscape entirely and bring power not just to the marketers, but also to the data scientists.
ExchangeWire: The launch of the ‘Blueshift Personalization Studio’ allows marketers [...]