Data
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If You Want to Ride the Programmatic Wave, Keep it Simple
Teads hosted its inaugural ‘Programmatic Wave’ event to a packed room in London last week, seeing experts from across the industry coming together to discuss the evolution of programmatic, using surfing as a surprisingly fitting analogy. From creative and data, to brand safety and technology, almost no topic was left uncovered, with one common, yet oft-ignored phrase uttered several times throughout: ‘keep it simple’.
ExchangeWire CEO Ciaran O’Kane hosted the ‘Data 101’ session, discussing the fundamental role of data in the [...]
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Interaction with Information: Making Data More Relevant, Affordable & Scalable
There’s data everywhere, no doubt about that. However, how useful is this data to marketers and are they making the most of what it can offer them? Colin Grieves, managing director, digital marketing and media services, Experian, believes 2017 signals change for the way information is used. Writing exclusively for ExchangeWire, Grieves explains why data at the point of interaction is the future.
The connected world we live in today brings exciting opportunities. The next few years will be pivotal to [...]
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The Value of Data: It's Not All Doom & Gloom on the High Street
It’s been a difficult 2017 so far for the retail sector: Jaeger collapsed into administration, Rue 21 closed stores, and Debenhams is closing stores to focus on a more digital approach. Many retailers are failing to meet consumer expectations by realigning their approach to a more digitally focused marketing strategy that ensures the retention and growth of their customer base. Digital has revolutionised where and how we can connect with our consumers. This should be a dream come true [...]
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Deep-Learning Algorithm Crucial in Retargeting APAC
As consumers visit different shops and compare offers across various platforms before making their purchase decisions, marketers will need to turn to solutions that can help them analyse patterns and identify correlations.
The answer here lies in ‘deep-learning algorithms’, which will be increasingly critical in enabling merchants push relevant messaging to their targeted audience in the region, says Jakub Ratajczak, RTB House’s Asia-Pacific regional director. Pointing to the retargeting vendor’s internal research, he notes that deep-learning algorithms could push up [...]
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The Walled Castles & the Rise of the Customer Data Platform
The face of the industry is changing, and data is playing a key role in its transformation, but match rates still pose a huge problem for marketers. Writing exclusively for ExchangeWire, Gareth Davies (pictured below), founder and CEO, Adbrain, argues that continued consolidation between ad tech and martech will give rise to customer data platforms to aid the match rate challenge. However, with more and more data sitting within walled gardens, what impact will this on startups’ opportunity to scale?
Consolidation [...]
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ATS SG 2017 Debates Threat of Consultancies & Working with Walled Data Access
Amid increasing calls for transparency and changes in business models, there remains stoic confidence that media agencies still have a role to play and the need for brands to find alternatives when faced with restricted access to data.
Discussions at ExchangeWire’s annual ATS Singapore conference this week revolved how relationships between technology, brands, publishers, agencies, and vendors could be improved to drive programmatic development in the region.
Dushyant Sapre, Criteo’s Asia-Pacific regional director for global supply and business development, noted [...]
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3 Tips for Guaranteeing Location Data Accuracy
Data accuracy isn’t a new concept, but as more advertisers are relying on the accuracy of location data specifically, combating lost revenue from inaccurate data is becoming even more important with increased smartphone usage by consumers. Writing exclusively for ExchangeWire, Jamie Crespi, VP marketing, Americas, Blis, explains what brands should know to set the standard in the industry, and demand quality, accurate location data.
Ninety percent of smartphone users in the US use location services on their devices, providing [...]
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Cyber Attacks: Not Just an IT Problem
Cyber attacks seem to be impossible to escape, with news left, right, and centre reminding us just how at risk consumers’ extremely valuable data is. As a result, many are worried about what companies are doing with their information and what steps are being taken to protect them. It may seem like an issue for the IT department to solve, but it has an equally significant impact on marketers too, writes Wojciech Bednarz (pictured below), data and insights senior strategy manager,
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Ad-block Use Bottoming Out in AU; Dentsu Taps Tencent Data to Aid Marketers
In this weekly segment, ExchangeWire sums up key industry updates on ad tech from around the Asia-Pacific region – and in this edition: Ad-block use bottoming out in AU; Dentsu taps Tencent data to aid marketers; WPP agencies merge in ANZ; Publicis & Alibaba team up to deliver customised customer journey; AU works on data code of practice; and Shanghai Addition offers bridge between Chinese brands and the world.
Ad-block use bottoming out in AUAwareness of ad-blocking technology has [...]
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APAC Agencies Must Be More Than Just Media Buyers
Instead of simply buying media for marketers, agencies must offer guidance on whether their clients are ready to adopt programmatic and, if not, provide help on how to do so.
This should include data strategy and operations setup, says Vincent Niou, Essence’s Asia-Pacific senior programmatic and partnerships director, who warns that agencies that fail to offer these services will provide opportunities for consulting firms to jump in.
In this Q&A with ExchangeWire, Niou further explains how agencies can facilitate the development of [...]
