The worlds of ad tech and martech have long been on a collision course. The lines between the two are becoming more blurred with a cross-pollination of capabilities within both company sectors. However, there is resistance between them operating in an integrated way. ExchangeWire speaks to Sanjay Dholakia (pictured below), CMO, Marketo about how ad blocking is helping to unite the two worlds of ad tech and martech.
Advertising spend has been going through a period of high growth. In the UK [...]
In this post, Wayne Blodwell, head of programmatic at iProspect shares his views exclusively with ExchangeWire about how the marketing industry will mature over the coming years.
Every major industry that has embraced a technological revolution, such as the assembly line, the combustion engine, investment banking, and so on, has found that many of the technologies that revolutionised their industry quickly became a low value commodity. This was due to the rapid rate of innovation this technology required with new players [...]
There is an immense amount of consolidation and diversification in the technology marketplace. Neil Nguyen, President and CEO, Sizmek, speaks exclusively to ExchangeWire about what these changes mean for marketers and how their roles are impacted.
Neil Nguyen: As the ad tech industry matures, many of the larger players are looking to expand their digital advertising offering through acquisition, rather than spending time developing technologies that already exist. This will benefit marketers looking to build, target, [...]
comScore & TubeMogul Partnership to Offer APAC Audience Verification; Dentsu Aegis Network Acquires Thailand's Flexmedia
In this weekly segment, ExchangeWire sums up key industry updates on ad tech from around the Asia-Pacific region – and in this edition: comScore & TubeMogul partner to offer APAC audience verification; Dentsu Aegis Network acquires Thailand’s Flexmedia; Publicis buys out Match Media in Australia; JWT, H&K unit joint venture to focus on content marketing; and AdNear picks up Southeast Asia head.
comScore & TubeMogul partner to offer APAC audience verification
The two partners have inked an agreement to offer
In this weekly segment, ExchangeWire sums up the key industry updates on ad tech from around the region – and in this week’s edition: ZenithOptimedia revises global ad spend forecast on slower China growth; Growing APAC demand for B2B audience; Google probes AdWords debacle in Malaysia, Singapore; Sojern opens offices in Singapore, Dubai; and AppLift announces new offices in Beijing, Tokyo, Delhi.
ZenithOptimedia revises global ad spend forecast on slower China growth
The Publicis Groupe-owned agency lowered its global ad spend forecast [...]
Ahead of next week’s ATS London keynote speaker and marketing technologist Scott Brinker shares his opinions on how marketing cloud technology is set to further disrupt ad tech.Marketing is moving from being in the business of communications to being in the business of customer experiences. The culture war between inbound marketing and outbound marketing will escalate. Respect in the C-suite for marketing (as a broad category) is growing. Respect in the C-suite for advertising has largely remained unchanged or is shrinking. The massive expansion [...]
One of ExchangeWire’s ‘inside sources’ shares their views on how the fragmented LUMAscape means media teams cannot possibly evaluate suppliers in every category, plus the commonality of the history of ad tech and the rail network, including how consolidation under large media owners, or ‘cloud’ providers, could have a similar affect to nationalisation.
There’s no denying that the online advertising landscape has become increasingly fragmented over the past 10 years. Arguably, it is within programmatic buying that we [...]
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This year’s ATS London will focus on some of the emerging trends in the contemporary ad tech space, as well as gaze into the near and distant future in an attempt to forecast the challenges facing the ‘traditional’ ad tech players.
Multiple ExchangeWire sources note how the emergence of large enterprise software companies (read ‘enterprise’, or ‘marketing cloud’ players) will affect companies that have previously solely offered advertising services.
One of the key panel discussions at this year’s
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John Were, CEO and co-founder of Xelsion, discusses the agency trading desks and compensation models, as well as how the entry of enterprise players such as Accenture and IBM is bringing pressure to bear on some of the accepted norms of trading.
Salesforce has been on a M&A tear over the past 12-24 months in the enterprise marketing space. Having acquired Buddy Media for north of $700 million last year, it outbid rivals to buy email marketing provider, Exact Target, for $2.5 billion. These are not insignificant bets here. Salesforce is clearly looking to dominate this part of the enterprise world. But it’s not the only company eyeing the space eagerly. Adobe only last week dropped [...]