While data can drive campaign goals, marketers sometimes just need to rely on good intuition and judgement, tapping analytics instead to help them make better decisions. They also should practise some restraint when deciding the types of tools to deploy, according [...]

With convenience hailed to be the defining principle of purchase over brand affinity, showing up at the right time has never been so important. Writing exclusively for ExchangeWire, Marie-Louise Dalton, marketing director, Hitwise, explains that the digital revolution has led [...]

Deterministic data is considered to be the holy grail by advertisers. But it is often ignored over probabilistic data, due to the latter's perceived sheer volume of data points and scalability. As Paul Hickey (pictured below), director of digital solutions, TwentyCi, writes, while [...]

In this weekly segment, ExchangeWire sum up key industry updates on ad tech from around the Asia-Pacific region – and in this edition: Baidu among top five global media owners; Digital ads to outpace TV in HK & TW; IAB [...]

It may seem paradoxical, but data alone is not sufficient for Asia-Pacific marketers to ensure their data-driven campaigns will be successful. Increasing focus on such initiatives has overshadowed the need for creativity; and this can lead consumers towards ad blockers, [...]

Brands must ensure best practice is adhered to with regards to data quality. Writing exclusively for ExchangeWire, Jason Goodwin (pictured below), managing director, Experian Data Quality UK&I, Experian, explains that brands need to set an end goal for 2017: using their [...]

There is much to consider for publishers in the throes of readying themselves for the GDPR and the ePrivacy Directive and, amidst everything, transparency will be absolutely key. Speaking with ExchangeWire, Ben Barokas, CEO and co-founder, Sourcepoint, explains that publishers [...]

Marketers in Asia-Pacific lack confidence in programmatic because too many different metrics are being thrown around and they are sceptical over which one actually works. Rather than blame their agencies, however, marketers in this region need to take the lead and [...]

The long-fabled dream of digital advertising and, arguably, a fundamental step to achieving the promise of programmatic, is the effective combination of creative and data. So, why are there so many sticking points and how do you become unstuck? ExchangeWire speak [...]

How does a publisher set up a data strategy that takes today's always-on environment into consideration? In the latest chapter of the serialisation of The Programmatic Handbook, published by the IAB UK, Emma Newman, UK country manager, PubMatic explains. The change in [...]