As part of a drive to modernise its marketing spend, US FMCG giant Procter & Gamble (P&G) recently announced a shift in priority, moving away from traditional mass marketing methods towards performance marketing channels, as well as reducing ‘agency compensation’ through automation. In this exclusive analysis for ExchangeWire, Hannah King (pictured below), media planning director at agenda21, discusses the potential advantages, and pitfalls, of brands moving to targeted marketing approaches, alongside how existing agency relationships should be maintained. Procter & Gamble’s bold [...]

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In this weekly segment, ExchangeWire sums up key industry updates on ad tech from around the Asia Pacific region – in this edition: Animoca Brands enters mutual investment with Versus Systems; Zee5 partners with LuLu and the EUROSTAR Group; and Mindtree celebrates 20 years. Animoca Brands enters mutual investment with Versus Systems Animoca Brands has entered a mutual investment agreement with Versus Systems Inc. Under the Agreement, Animoca Brands and Versus Systems will transfer to each other fully paid ordinary shares of [...]

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While programmatic trading has become the dominant form of advertising in display environments, its uptake across other platforms has been less prolific. However, with programmatic techniques being used increasingly for premium media, and its developing effectiveness in other channels, this is set to change. In this exclusive article for ExchangeWire, Danielle Stewart (pictured below), senior programmatic consultant at The Programmatic Advisory, details how all media may be set to be traded through this mechanism. The use of programmatic is quickly thrown [...]

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In this exclusive article for ExchangeWire, Peter Mason (pictured below), co-founder of Illuma Technology, argues that change is long overdue for ad tech and that it shouldn’t necessarily be something to fear; cookie-less targeting can be the next evolution. Ad tech has had a rocky summer. One year after GDPR came into effect in the UK, the Information Commissioner’s Office (ICO) has put the ad tech industry on notice, deeming that it appears ‘immature’ in its understanding of data protection requirements [...]

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In this weekly segment, ExchangeWire sums up key industry updates on ad tech from around the European region – in this edition: MediaMonks merges with IMA; Bauer Instream relaunches; Triton Digital receives IAB Tech Lab Podcast Measurement Seal of Compliance; Teads signs exclusive UK partnership with TI Media; and Marketing Town launches new brand identity as it celebrates five years. MediaMonks merges with IMA S4Capital, the digital advertising and marketing services company, has announced that its digital global content arm MediaMonks has [...]

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On this week’s episode of The MadTech Podcast, ExchangeWire’s Rachel Smith & Lindsay Rowntree are joined by Cristina Constandache, CRO, Viber, to discuss the latest news in ad tech and martech. On this week’s episode: – Competition to Netflix is hotting up, leading to increased speculation around if, and when, the platform will introduce an ad-funded model to compliment their subscription service. Globo building a USD$50m (£41.4m) studio whilst refusing to sell content to Netflix; a drop in subscriber numbers in the [...]

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We are just three weeks away from Europe’s ad tech week. Our ten-year anniversary of ATS London kicks off the week on 9 September. As ever, we have a serious selection of big name Madtech speakers, including Sir Martin Sorrell, Insider Inc’s Jana Meron, ITV’s Lara Izlan, Xandr’s Michael Rubenstein, as well as the best minds from agencies, publishers and brands. We are very close to selling out – so make sure you get your ticket today. ATS London is followed by [...]

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The programmatic industry, and the use of cookies, has for many years been a systemically opaque business, which has led to concern for publishers as their sites are populated by a range of unknown cookies. To that end, earlier this year the Association of Online Publishers (AOP) launched its Protocol, the second phase of its Cookie Consortium programme, in conjunction with The Media Trust, to accurately identify and categorise cookies. ExchangeWire speaks to Richard Reeves, managing director, AOP; along with Matt [...]

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In this weekly segment, ExchangeWire sums up key industry updates on ad tech from around the Asia Pacific region – in this edition: 62 percent of consumers report a better experience with online ads than a year ago; 4C launches solution to optimise ad campaigns and measure business outcomes more effectively; Equifax DDM expands partnership with audience tech platform into US. 62 percent of consumers report a better experience with online ads than a year ago dataxu, a leading global software provider [...]

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