Location targeting is experiencing a coming of age. The technological capabilities and marketers’ execution of location-based campaigns have evolved from a somewhat scattergun approach to strategic, measurable, performance-based marketing. In this piece, ExchangeWire reflect conversations that took place at a roundtable event, hosted by xAd, following an exclusive preview of joint research titled: Digital Reimagined: Context and Predictability.Creating a 3D image of consumers
A single piece of location data, taken in isolation, provides a one-dimensional view of a consumer, e.g. [...]
The roles of chief marketing officers (CMOs), as well as media agencies, have become more complex amid an evolving digital landscape. In this industry byliner, Rahul Vasudev, MediaMath’s Asia-Pacific managing director, highlights what marketers want from their agencies and how the latter can better support their clients’ business.
The role of the CMO has evolved significantly over the years. This change has further accelerated with consumers in Asia-Pacific increasingly demanding more personalised and relevant communication.
CMOs, and their agencies, today need deep [...]
Most people could agree that 2016 was a rough year. For digital advertising, and others, the bumps were poignant: ‘fake news’ overtook real news and distrust in agencies flared as transparency problems came to light. While some may not have been affected by the major shifts in the ad tech world, agencies and brands should take notice in 2017. The consolidation and changes happening in response to last year’s debacles will affect the tools you use to reach consumers, writes Matt Kojalo, [...]
Location intelligence is an important aspect in today’s proliferation of data; and advances in technology help to truly connect the online and offline worlds. ExchangeWire speak with Adam Meshekow (pictured below), EVP, global sales and strategy, SITO Mobile about how location intelligence can be scaled within the media mix.ExchangeWire: What different elements of the ecosystem need to come together to make location targeting work for advertisers?
Adam Meshekow: There are a few areas that need to come [...]
We may be living in a connected world, but the physical store still has a valid role to play in the path to purchase. As Theo Theodorou (pictured below), general manager of EMEA, xAd explains, retailers need to get to grips with all online and offline touchpoints to drive in-store revenue; and location technology can provide the indicators of intent to connect the dots.
“Robots will revolutionise retail” is a phrase I have heard a lot recently. In addition to the latest [...]
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 at Oracle’s Modern Business Experience event [...]
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Marketers, particularly major retailers, are long accustomed to thinking ‘location-first’, experimenting with ideas and innovations aimed to enhance experiences by personalising information and incentives delivered to mobile devices based on consumers’ current location. It’s a mindset that has allowed these companies to wring tremendous value out of their hyperlocal business interactions and transactions, but continuing this growth in 2017 will need a new approach that goes beyond location, argues Tom Laband (pictured below), CEO and co-founder, adsquare.
The last year has [...]
IP addresses, as we know them today, have been around since the 1990s. However, in a world where audience data is more readily available than ever before, the IP address remains one of the most effective forms of data for digital advertisers. We spoke to some industry experts to help us examine the multi-faceted use of the IP address.
In the past, local and hyper-local marketing was seen to be a waste of advertising budget, due to lack of volume and [...]
Digital attribution implemented and utilised successfully is oft talked about, yet seldom seen. Are we, as an industry, starting to take measurement seriously and utilise the data we have at our fingertips effectively? Imran Khan (pictured below), head of programmatic, xAd, explains to ExchangeWire that measurement and attribution have come a long way and we are seeing success across many areas, but the best is hopefully yet to come.ExchangeWire: The advent of digital marketing was supposed to solve all the [...]
ExchangeWire round up some of the biggest stories in the European digital advertising space. In this week’s edition: Naspers sells Allegro; Armis.Tech founded in France; UK viewability figures at 49%; TubeMogul and TVTY integrate; RadiumOne concentrate on creative; Improve Digital grow; and Total Media launch new division.
Strategic sale of Allegro
After announcing plans to sell Polish internet auction site Allegro earlier this year, Naspers have finally closed the deal: Allegro is sold to a consortium of private equity companies [...]
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