Data-driven creative poses a huge opportunity for marketers, but also a plethora of challenges. ExchangeWire hear from Ray Jenkin (pictured below), chief strategy officer, Affectv about the steps marketers can take to overcome those challenges and take their creative campaigns to the next level.
For those marketers capitalising on the intersect between programmatic buying, audience targeting and dynamic creative, it is an exciting time to do so. We are seeing the opportunities truly emerge in 2016 [...]
In this weekly segment, ExchangeWire sums up key industry updates on ad tech from around the Asia-Pacific region – and in this edition: Singapore broadcaster unveils HTML5 ad formats; Opera’s ad biz no longer up for Chinese acquisition; Dentsu acquires Taiwan search agency; Grey buys into China social marketing agency; Data2Decisions opens Japan office; and Carat appoints Malaysia CEO.
Singapore broadcaster unveils HTML5 ad formats
Singapore’s national broadcaster MediaCorp has partnered Sizmek to deploy HTML5-based ad formats across its websites and [...]
The single customer view has been on the tips of marketers’ tongues for some time now. There is a stigma that the single customer view is unachievable. However, some brands are successfully working towards a robust strategy and creating a single customer view is fundamental for delivering tailored and relevant experiences to consumers. In this piece, Jenna Tiffany, lead digital marketing strategist at Communicator (pictured below) explains why it’s time for businesses to break down silos [...]
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 [...]
EU businesses have resigned themselves to the fact that they will have to start complying with the long-awaited EU General Data Protection Regulation and are preparing themselves for 2018. How is the GDPR perceived from the outside looking in? Kitty Kolding, CEO and president, Infocore Inc. writes exclusively for ExchangeWire, to give her valuable insight into what American businesses think about the GDPR and how it will have an impact beyond the EU borders.
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 [...]
Programmatic remains too complex to deploy and manage, and challenges related to cross-channel measurability and disparate tools are putting marketers off in Asia-Pacific, who then prefer to work on proven platforms – even if this means perpetuating the presence of walled gardens.
For one, there were still major issues on the mobile front and agencies were not always able to come up with workable solutions for their clients, noted Janice Chan, Asia-Pacific senior director of digital marketing at Starwood Hotels [...]
ExchangeWire rounds up some of the biggest stories in the European digital advertising space. In this week’s edition: Facebook algorithm change shifts focus away from publisher content; Amazon to open UK data centre despite Brexit; Havas launches global OOH & location network; PopJam reaches 30% of UK 8-12 year-olds; SpotX opens new Swedish office; and Blis unveils location private marketplace.
Facebook algorithm change to shift focus away from publisher content
Facebook have recently announced that they are planning to make some changes [...]
With Cannes Lions over for another year, ExchangeWire reflect on observations of the reality of the convergence of data and creativity, versus the promise of it.
When you look at the beautiful town of Cannes during the week of the Cannes Lions International Festival of Creativity, you see wealth, ostentation and bold presence from ad techs, brands, agencies and many more in between. However, you also see a dichotomy between the creatives and the ad techs and – it seems – [...]