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 [...]
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, [...]
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, [...]
Tags Ad Exchangead fraudAd NetworkAd ServerAd SpendAd TechAd VerificationAdvertiserAgencyBrandBrand SafetyContextDataData StrategyDemand Side PlatformDSPEuropefraudHeader BiddingMarketing AutomationMarketing TechnologyMedia ValuationOmni-ChannelPlatformProgrammaticRTBTechnologyUKVideoViewability
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 [...]
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 [...]
Programmatic advertising, and the data gleaned from it, are invaluable in the process of building out a profile of an individual. However, as Tom Blacksell (pictured below), managing director of decision analytics and marketing services, Experian argues, it doesn’t necessarily provide an accurate representation of an individual, in isolation. Here, Blacksell explains to ExchangeWire the importance and of offline insights, with programmatic only providing one piece of the puzzle.
We are all now well aware of the value [...]
ExchangeWire rounds up some of the biggest stories in the European digital advertising space. In this week’s edition: Axel Springer gives up court case against ad blocker; Parsec receives funding; PubMatic launch PMP Guaranteed; Intrinsic buys AOP’s Alliance; Yahoo introduces new ad formats; and Facebook announces new products.
Axel Springer abandons claim against Blockr
Another week, another court case against an ad blocker. Only this time, German publishing house Axel Springer abandons the claim: after a number of cases against Adblock Plus, [...]
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