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 [...]
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. [...]
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 [...]
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 [...]
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Location data is a powerful tool, when used correctly, but there are concerns within the industry as to the quality of that data and concerns from consumers regarding privacy. How can location data be used effectively and where is it being done well? ExchangeWire speak with Ken Parnham (pictured below), general manager, Europe, Near to find out.
Near have recently launched their Allspark product, a mobile-first audience cloud powered by the Near platform. It’s a tool that allows brands to visually create [...]
One of the most valuable tools advancements in tech have offered marketers is the ability to pinpoint consumers’ real-time locations via their mobile phones. Recent IAB research revealed that 66% of marketers believe location-based advertising is the most exciting mobile opportunity this year. And you can see why, when the illusive, holy grail of advertising – right person, right place, right time – can easily be realised through effective location targeting. So, why are [...]
ExchangeWire rounds up some of the biggest stories in the European digital advertising space. In this week’s edition: Facebook algorithm change shifts focus away from publisher content; Amazon to open UK data centre despite Brexit; Havas launches global OOH & location network; PopJam reaches 30% of UK 8-12 year-olds; SpotX opens new Swedish office; and Blis unveils location private marketplace.
Facebook algorithm change to shift focus away from publisher content
Facebook have recently announced that they are planning to make some changes [...]