ExchangeWire Research

  • Is the Value of Validation Really That Valuable?

    Unless you’ve been living under a rock for the past year, you will be aware that marketing moguls like WPP’s Sir Martin Sorrell and former Publicis CEO Maurice Levy have been throwing down the gauntlet urging media owners and technology providers to become third-party verified, writes Theo Theodorou, GM of GroundTruth EMEA.

    After recent high-profile measurement and brand metrics errors, industry leaders are calling for change. However, what progress have we made?

    Unfortunately, not a lot… Our latest study with ExchangeWire highlighted [...]

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  • 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, [...]

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  • Only 3% of Data Professionals Understand Implications of the GDPR

    ExchangeWire Research reveals a universal lack of understanding about the complexities of the upcoming GDPR, pointing to a fundamental lack of preparation and severe risk of non-compliance. Insurance, finance and banking sector appear to be ahead of the curve; retailers lag behind. Highlights – Just 3% of professionals whose role involves consumer data collection, storage, or processing fully understand what is covered by the upcoming GDPR

    – However, only four in every ten (42%) say their company [...]

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  • Location Drives Marketers’ Shift from Demographic to Contextual Insights

    A recent report by ExchangeWire, in association with xAd, reveals that media planners are relying less on demographic data and insights to inform advertising strategy, and instead favour contextual data and insights when it comes to defining campaign strategies and optimising performance.

    Although demographic data is still used by marketers, shortcomings are becoming more apparent. The research reveals that over half of media buyers (51%) believe demographic segments are "of no use" or [...]

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  • UK Ad Spend to Continue Rising; Tech-Savvy Users at Highest Risk of ID Fraud

    ExchangeWire Research’s weekly roundup brings you up-to-date research findings from around the world, with additional insight provided by Rebecca Muir, head of research and analysis, ExchangeWire. In this week’s edition: UK ad spend to pass £20bn in 2016; ID fraud risk higher for tech-savvy consumers; and 80% of UK businesses fear being displaced by tech-focused competitors. 

    UK ad spend to continue rising

    Based on their latest expenditure report, the Advertising Association/Warc predicts UK ad spend to grow by 4.2% in 2016, and continue increasing [...]

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  • Too Much Focus on Whether Ads Are Visible: Q&A with Lisa Menaldo, UK MD, Sublime Skinz

    Recent research showed that the market wants to see viewability ratings of over 70% across all ad formats as a standard. The research, commissioned by Sublime Skinz and conducted by Theorem, also revealed that 63% of participants believe inconsistent measurement standards are causing viewability issues across the industry. ExchangeWire speak exclusively with Lisa Menaldo (pictured below), managing director UK, Sublime Skinz about the research findings and what needs to happen to ensure that viewability is brought under control. ExchangeWire: What are the [...]

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  • Future of Marketing Organisations; State of Automotive Within Premium Video

    ExchangeWire Research’s weekly roundup brings you up-to-date research findings from around the world, with additional insight provided by Rebecca Muir, head of research and analysis, ExchangeWire. In this week’s edition: The future of the marketing organisation; The state of auto in the premium video ecosystem; and analysis of social content reposting trends.

    The industry is several years away from creating an optimal marketing organisation

    GumGum’s recently released study, ‘Building the marketing organisation of the future‘, surveyed 246 digital marketers from Fortune 500 [...]

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  • Video Ad Views Growing 24% YOY; US Ad Revenues Soaring

    ExchangeWire Research’s weekly roundup brings you up-to-date research findings from around the world, with additional insight provided by Rebecca Muir, head of research and analysis, ExchangeWire. In this week’s edition: Video ad views steadily growing; US ad revenues spike; and Usage penetration growth fuels retail apps.

    Video ad views increase 24% year-on-year

    Based on data from over 160 billion annual video views, FreeWheel has found that video ad views, and video views, have consistently grown over the past year. In their latest Video Monetisation Report for [...]

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  • Programmatic Growth in Europe in 2015; Ad Blocking Will Cause Loss of USD$32bn in 2019

    ExchangeWire Research’s weekly roundup brings you up-to-date research findings from around the world, with additional insight provided by Rebecca Muir, head of research and analysis, ExchangeWire. In this week’s edition: Programmatic grew over 100% in Europe in 2015; Double-digit billions in monetary losses due to ad blocking; Apps generate more revenue than mobile web; and Cross-channel analytics on the rise. 

    Triple-digit growth for programmatic in Europe

    Looking back at 2015, programmatic trading in Europe experienced triple-digit growth over the last year, a

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  • UK Has Highest Programmatic Adoption Rate; Growing Investment in Retargeting

    ExchangeWire Research’s weekly roundup brings you up-to-date research findings from around the world, with additional insight provided by Rebecca Muir, head of research and analysis, ExchangeWire. In this week’s edition: UK likes programmatic video; Retargeting budgets to increase; and Mobile catches up with desktop.

    UK programmatic video adoption fastest in Europe

    The growth of programmatic is moving into a new phase, as the automated buying and selling of digital advertising consolidates across Europe. According to Ooyala’s white paper, “programmatic growth is [...]

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