Industry Infrastructure

  • Converging Ad Tech & Martech: Reality or Distant Future?

    The discussion around the convergence of ad tech and martech shows no sign of abating, with analyst firm Forrester Research releasing a report last month dedicated to the subject: Kick Start Your AdTech/MarTech Convergence. In addition to providing advice for merging these technologies, such as mastering persistent consumer identifiers, the report also gives an overview of current convergence progression. It seems that although technological unification is a popular subject, it’s still a distant reality for most organisations: nearly three-quarters [...]

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  • Blockchain Buzz Could Overshadow the Benefits: Q&A with IAB Working Group Co-Chairs

    Blockchain is already changing the way global industries perform transactions and share data. And now, the IAB Tech Lab is kicking off a Blockchain Working Group to explore ways to leverage blockchain to improve efficiency and value realisation in digital advertising. Richard Bush, chief product and technology officer, NYIAX, and Michael Palmer, global director product, [m]Platform, GroupM, co-chairs of the working group, talk about how the IAB Tech Lab plans on working to help the industry get their heads around, [...]

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  • Consultancies Have Huge Opportunity in Programmatic, But Only If They Buy These Ad Tech Companies

    Consultancies have been busy acquiring creative agencies and leveraging their existing end-to-end relationship with clients to build market share in digital marketing. Deloitte, IBM, Accenture, and McKinsey are all building internal capabilities to attract more business from brand marketers.

    Creative seems to be a focus for much of their activity thus far – where, presumably, fat consultancy fees can be charged to clients. Media buying has not really had a lot of interest for ad land’s new competitive set – but [...]

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  • ID5 Launches to Clean Up Cookie Synchronisation

    Today (8 September), ID5 is launched, aiming to help improve cookie synchronisation across the digital advertising ecosystem. Cookies are the default means of identifying users online. Identifying users via a cookie isn’t as bad as people believe, but the key challenge here is that cookies are domain-specific. Ad tech platforms are, therefore, obliged to synchronise cookies with each other, a messy process that generates a lot of frustration. Through centralisation and optimisation, we can do better: reduce the cookie-sync footprint, provide transparency to publishers, contribute [...]

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  • The Time for Publisher Ad Technology Independence is Now

    Programmatic marketplace optimisation continues to force change across the buy and sell side of the ad tech ecosystem, as deal flow stayed active over the summer months. Signs of consolidation and/or specialisation (buy or sell side) are abundant; in other words it’s ‘go time’ for many companies in ad tech. We have officially reached the awkward stage of adolescence as an industry and the next growth spurt will reveal what a more mature marketplace may look like as the world [...]

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  • Innovation Will Always Find a Home

    Based on reactions to recent acquisition news in the ad-tech space, the glass for startups is either half empty or half full. As Keith Petri, chief strategy officer, Screen6, writing exclusively for ExchangeWire, explains, some have said that recent consolidation is the sign of an ‘Ad Tech Apocalypse’; and others see how innovative companies are finding their rightful place amongst the larger ad-tech stacks – able to meet market challenges and provide value in ways that the established ad-tech [...]

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  • Cutting Complexity While Increasing Control

    As the opening Keynote at ATS Singapore, Sukesh Singh, VP, APAC, Adform, shared the stage with Kumar Prashant, founder and senior partner at Entropia, one of Malaysia’s leading agencies. In the session, Singh and Prashant highlighted how Entropia and Adform deployed a full-stack ad tech solution, which resulted in Entropia increasing their process efficiency by 80% over their previous single point ad tech approach.

    A large grocery franchise in Malaysia needed to deliver their campaigns, which were regularly updated and advertised [...]

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  • Viewability Boosts from Walled Gardens; Subtler Approaches to Online Advertising

    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: Viewability boosts from walled gardens; Subtler approaches to online advertising; and CMOs not satisfied with customer retention.

    Viewability boosts from walled gardens

    Walled garden video dramatically outperforms other forms of online video, finds Pixability’s second ‘Annual state of Walled Garden Video Advertising’ report.

    Facebook and Instagram CPVs rose by 60% between Q1 and [...]

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  • Mobile on Track to Be #1 Video Screen in UK; Troubles with CRM

    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: Mobile on track to be number one video screen in UK; Troubles with CRM; Cross-border trade rises despite Brexit; and Memorable premium content.

    Mobile on track to be number one video screen in UK

    There is set to be an explosion in video viewing on mobile devices, with mobile ad spend predicted [...]

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  • Brexit &Trump Cause Digital Marketers to Rethink; AI & AR Wanted in More Apps

    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: Brexit & Trump cause digital marketers to rethink; AI & AR wanted in more apps; Rise in requests for location data; and Payment terms hurting small agencies.

    Brexit & Trump cause digital marketers to rethink

    Almost two-thirds (66%) of digital marketers are now questioning if they really know their audience at all, following [...]

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