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 [...]
Tags AdvertiserAnalyticsBig DataDataData ExchangeData Management Platformdata modellingData OptimisationData StrategyDigital MarketingEuropeMarketerMarketing TechnologyOnline MarketingProgrammaticSkills
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 media arbitrage.
With that in mind some agencies are setting up programmatic units to advise clients on the execution [...]
ExchangeWire Research’s head of analysis Rebecca Muir draws up a definitive list of which companies will make waves in the ad tech and martech sectors, as well as the market dynamics that will lead to their increasing influence in 2015, focusing on: Ecommerce; Transparency; Big Data, and mobile.
Following on from ExchangeWire Research’s recent article Where the Money will Flow in 2015?, which summarised ad tech and martech predictions for 2015, this article draws from the numerous lists of the [...]
Tags Ad VerificationAd VisibilityAnalyticsAttributionAudience BuyingBehavioural TargetingBig DataClick FraudContent verificationContextDataData ExchangeData Management Platformdata modellingData OptimisationData StrategyData visualisationDigital MarketingDisplayDynamic Ad OptimisationMarketermarketing cloudMarketing TechnologyMobileOnline MarketingPlatformProgrammaticself-service platformSemantic TargetingSocial TargetingStrategic Investment
As we stand on the cusp of ‘the internet of things’ becoming a mass market reality, Konrad Feldman, Quantcast, CEO, writes from the floor of the Consumer Electronics Show (CES), hosted in Las Vegas, on the increasing role of ad tech and big data companies at such events, including how their presence is required to inform the debates around consistent data measurement and privacy.
So, why are ad tech firms relevant to CES?
Ad tech companies are attending CES in greater [...]
Tags AdvertiserBehavioral TargetingBehavioural TargetingBig DataDataData ExchangeData Management Platformdata modellingData OptimisationData StrategyData visualisationDigital MarketingFragmentationMarketerMarketing TechnologymeasurementPrivacytransparencyVendor
ExchangeWire rounds up some of the top stories in the European ad tech scene, and in this week’s edition: WPP poised for Dunhumby swoop; ExchangeWire Research survey now live; IPONWEB appoints first GM for BidSwitch; Questions over Google’s viewability pledges, and Yahoo rumoured to unveil new mobile offering.
WPP to buy Dunhumby?
WPP is waiting in the wings to purchase data operations business Dunhumby from under-fire retail giant Tesco, according to reports, as the world’s largest advertising holding group continues to [...]
Tags Ad ServerAd TradingAd VerificationAd ViewabilityAd VisibilityAdvertiserAgencyAnalyticsAttributionAudience BuyingBig DataCross-ChannelDataData Management PlatformData StrategyDSPEuropegoogleMarketing TechnologyMedia BuyingMobileOnline MarketingProgrammaticRTBself-service platformtransparency
Next year will be the year of mobile no more as the multiscreen audience prevails; the ‘war on data’ will become the ‘war on identity'; and we’ll see the emergence of the ‘vertical walled garden’. Read more predictions for 2015 from Gareth Davies, Adbrain, CEO and ExchangeWire columnist, as he eyes the emergence of new players on the ad tech scene, as well as the death of the Lumascape as we know it.
1. Simplicity rules
Forget predictions, the digital consumer is [...]
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