Writing exclusively for ExchangeWire, Jon Goulding (pictured below), CEO at Atomic, discusses the future of creative agencies, the role of data in long-term success, and the coordination of strategic and creative teams. There are lots of people out there saying there is a crisis in creativity in the world of advertising. It isn’t a new state of affairs, but its effects have become plainer to see in recent times. Industry bodies and agencies are now discussing the way forward. And what’s [...]

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In this exclusive interview, Luke Fenney (pictured below), vice president, publisher sales, international, Index Exchange, speaks with ExchangeWire on the future of the programmatic industry, and what the various underlying fluctuations affecting the sector mean for all players involved. Which channels are set to benefit most strongly from prioritisation of data-driven thinking? How can these be incorporated into existing “programmatic models”, and by contrast where does programmatic need to adapt to the channel in building a full media-buying strategy? Over the last [...]

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Writing exclusively for ExchangeWire, Raphael Rodier (pictured below), chief revenue officer, international, at Ogury, discusses how the digital advertising ecosystem is set to fundamentally shift from a data-driven model to a choice-first environment. It doesn’t matter what anyone says, effective digital advertising is tough. You need to understand and engage consumers on mobile, generate measurable returns from all ad spend, and build user trust. It’s never been easy. And for years you’ve been told that the solution lies in data. More [...]

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In a climate of ever-increasing regulatory pressure, and with the impending future of a cookie-less world, it is important that we in the digital advertising industry review our relationship with data and evaluate how we can improve on our understanding of this deep and complicated resource. The introduction of GDPR and the ICO’s recent focus on data compliance has made the processing of data in digital advertising an extremely important and increasingly complex operation. As we move away from the intricacies [...]

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Ahead of ATS Stockholm 2020, Amit Kotecha (pictured below), marketing director at Permutive, has penned this exclusive article for ExchangeWire discussing how publishers, advertisers, and agencies, can prepare for a post-cookie landscape, and how transitioning to first-party data strategies can ensure a consumer-centric and profitable future for the advertising industry. It’s official: even the naysayers who couldn’t, or wouldn’t, imagine life without them now know it – the age of the cookie is (almost) over. The final confirmation of their demise [...]

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Writing exclusively for ExchangeWire, Richard Foster (pictured below), CRO of InfoSum, discusses how the digital advertising ecosystem can rebuild after the tectonic shift in the viability of the third-party cookie. Proving that its privacy mission isn’t just talk, Google has taken its first major step towards blocking third-party cookies. In its latest policy update, Chrome 80 will stop supporting cross-site sharing, unless cookies are flagged in line with the SameSite internet standard. On the surface, this move is about online security and [...]

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In this exclusive article written for ExchangeWire, Paul Evans (pictured below), B2B strategy and marketing consultant, discusses why the moment is right for the independent advertising ecosystem to embrace its own independence, champion relevance, and collectively re-imagine the future makeup of programmatic. The meaning of independence “2020 will see a re-think of programmatic”. The first of Ciaran O’Kane’s predictions for the new decade “had me at hello”, and now that we’re just a month in to 2020, this statement could not have [...]

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In this exclusive article for ExchangeWire, Mattias Spetz (pictured below), MD EMEA of Channel Factory, proposes that public opinion on advertising can only be raised if contextual intelligence is deployed alongside privacy compliance and the limitation of ad bombardment. “A good thing, with some downsides” – that is the Advertising Association’s current interpretation of the public’s view of advertising and was the message that resonated throughout the recent IAB Trust Conference. The trade body’s glass-half-full assessment is based on research unveiled [...]

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Every 28th of January, the technology sector marks Data Privacy Day, a Council of Europe initiative that aims to promote and protect consumer rights online. Now in its 13th year, Data Privacy Day has become a global initiative. In order to take stock of how far we’ve come and what is left to achieve in terms of data privacy, ExchangeWire and mobile ad tech company Ogury spoke with leading figures from both UK brands and agencies, shining a light on [...]

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In this exclusive article for ExchangeWire, Jamie Toward (pictured below), head of data, UK & NL, Teads, discusses how data is perhaps less like oil, as it is commonly compared with, and instead is more analogous to wine. “Data is the new oil” is an analogy that’s gained traction since it was first used by The Economist in an article published in 2017. Since then many people have sought to prove exactly why data isn’t the new oil, focusing on flaws [...]

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