Location data is everywhere, and being able to harness that data is one of the best ways to target customers. As Jon Lowen (pictured below), COO, SITO Mobile explains, using this data to create and measure marketing strategies, gives advertisers [...]

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 [...]

Geolocation data continues to become more accurate and reliable, giving advertisers the best opportunity to reach audiences in real time with extremely targeted messaging. Writing exclusively for ExchangeWire, Kym Frank (pictured below), President, Geopath, talks about how measurement, optimisation, and [...]

Accuracy is paramount when dealing with location-based marketing, due to the fact that if your location starting point is incorrect, then everything that follows will be exponentially flawed. As Paul Thompson (pictured below), VP EMEA, Blis, explains, this is the most common [...]

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 [...]

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 [...]

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 [...]

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 [...]

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 [...]

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 [...]