With geolocation data being a part of everything we do these days, advertising or otherwise, why shouldn’t this data be layered into existing consumer profiles? Writing exclusively for ExchangeWire, Thomas Walle (pictured below), CEO and co-founder, Unacast, explains why location [...]

Using location data helps advertisers target specific audiences for advertising, but now this data is being utilised by universities for recruiting purposes. Writing exclusively for ExchangeWire, Nate John-Grose (pictured below), sales manager, Blis, talks about how universities are finding new [...]

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 [...]

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: Measurement still needs improvement; Female CMOs more prevalent in the US [...]

With the death of cookie-based marketing on the horizon, personalised marketing (or identity-based marketing) is on the rise with the so-called 'universal ID'. Writing exclusively for ExchangeWire, Ray Kingman, CEO, Semcasting, talks about the challenges the universal ID still faces, [...]

As consumers visit different shops and compare offers across various platforms before making their purchase decisions, marketers will need to turn to solutions that can help them analyse patterns and identify correlations. The answer here lies in 'deep-learning algorithms', which [...]

The Internet of Things (IoT) is rapidly interweaving itself into our lives, with almost 13 billion IoT consumer units predicted to be in use by 2020, and the average UK home already containing more than eight connected devices. Writing exclusively [...]

Data accuracy isn’t a new concept, but as more advertisers are relying on the accuracy of location data specifically, combating lost revenue from inaccurate data is becoming even more important with increased smartphone usage by consumers. Writing exclusively for ExchangeWire, [...]

Cookie-based targeting has always been synonymous with online advertising; but IP targeting is quickly gaining a foothold as the industry continues to innovate and change. Ray Kingman (pictured below), CEO, Semcasting, explains the advantages marketers have for cross-device campaigns with [...]

Personalisation is on the tip of every marketer’s tongue – cited by almost half (42%) as a top priority – and they’re increasingly looking to geolocation data for the insight needed to achieve it, writes Paul Maraviglia, general manager, Europe, [...]