DMP
The Important Steps to Defining a Data Strategy: Q&A with Alex Theriault, Lotame
With advertisers seeking a greater understanding of the data they have access to, and how to apply it effectively to their marketing strategy, Alex Theriault, VP Client Success, Lotame explains what advertisers need to consider to implement data strategies, and why a data management platform (DMP) should be a crucial element of those strategies. ExchangeWire: Why is an audience data strategy important, and how would the use of a DMP be implemented in such a strategy? Alex Theriault: A basic use [...]
Reliance on Mobile, Adoption of DMPs & First-Party Data Challenges: The LATAM Programmatic Market
The LATAM digital advertising market is booming. Though not yet on the same scale as the likes of Europe and the U.S., it is home to some of the fastest growing digital markets in the world. The smartphone market continues to grow, helping mobile to be the main driver behind overall digital ad growth, while the adoption of DMPs is helping professionalise programmatic. This piece examines what will be the facilitators behind LATAM’s programmatic development, and what issues the region [...]
JICWEBS & TAG Cooperate; German Authorities to Probe Ad Tech Providers
ExchangeWire rounds up some of the biggest stories in the European digital advertising space. In this week’s edition: JICWEBS and TAG align for brand safety and antifraud initiatives; German anti-trust probe; Ads.txt on OpenX exchange; UK is largest data market in Europe; and Funding for ContentSquare. JICWEBS & TAG Join Forces for Brand Safety & Antifraud Initiatives The cross-industry standards bodies in the UK and US are combining forces in order to tackle brand safety and antifraud issues of the online advertising [...]
GDPR Is a Game Changer, Not a Death Knell: Q&A with Tiffany Morris, Lotame
Tiffany Morris (pictured below) is general counsel and vice president of global privacy at DMP Lotame. In this Q&A with ExchangeWire, she explains the benefits of GDPR for advertisers, its repercussions for the online advertising industry, and Lotame’s approach to the impending privacy and transparency changes. ExchangeWire: GDPR – a challenge or an opportunity for DMPs? Tiffany Morris: GDPR is a game changer for the online advertising industry, but it is not the death knell that many fear. With its emphasis on [...]
Identity Marketing is the New Nurture Marketing: Q&A with Mike Sands, Signal
Identity marketing has been around for years, but has now evolved from email into the programmatic space to better target known customers and audiences at scale. But, as Mike Sands, CEO and co-founder, Signal, tells ExchangeWire, there are a few things that marketers need to consider in order to activate identity marketing into their own marketing mix. ExchangeWire: What does identity management, or identity-based marketing, mean to you, and how has it evolved? Mike Sands: Twenty years ago, ‘identity-based [...]
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 [...]
Adoption Vs Execution: How Media Agencies Are Making the Most of DMPs
Earlier this year, ExchangeWire conducted research, in association with Lotame, looking at the global adoption and use of DMPs within agencies. In this piece, we discuss high-level findings – click here to read the full report. The presence of DMPs within the agency ecosystem is widespread. Globally, 79% of agency-side media buying professionals use DMP technology. There is little regional variation (EMEA 76%; APAC 81%; US 80%). This figure can be viewed as very strong, [...]
Driving Channel Value Through Audience Analytics & Attribution Modelling
Audience analytics is vital for any advertiser looking to understand who their customers are, what influences their buying decisions, and how and where they can find more people like them. In this chapter of the serialisation of The Programmatic Handbook, published by the IAB UK, John Goulding, global head of product, Media iQ, details the types of intelligence audience analytics can gather for a marketer and how it can help drive channel value. Data [...]
Oracle's Laura Ipsen on Consumer Experience & Data Overload
News Insight
Oracle’s Marketing Cloud offering has evolved rapidly following a string of acquisitions over the last five years: Eloqua, 2012; Responsys, 2013; BlueKai and Datalogix, 2014; Maxymiser, 2015; and AddThis & Crosswise, 2016. In August 2016, Laura Ipsen (pictured below) moved from Oracle’s Global Industry Solutions Group (technology solutions for retail, financial services, utilities, public sector, etc.) to Oracle Marketing Cloud as SVP and general manager, replacing Kevin Akeroyd, who left the company. During an interview [...]
12 Things to Look for When Choosing a DMP
If you’re looking to invest in a data management platform (DMP), it can be a daunting prospect. Available options vary wildly and fundamental to your search is understanding your goals and objectives right from the very start. Alex Sibois (pictured below), managing director APAC of leading independent DMP Lotame, provides ExchangeWire an in-depth look of the questions you need to ask of your business and your potential DMP provider to ensure you choose the right technology. So, you’re reviewing your options [...]
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