M&C Saatchi Mobile recently announced a change in direction, and a rebrand to M&C Saatchi Performance, reflecting the dramatic shift towards hyperconnectivity. ExchangeWire speaks with James Shepherd, managing partner, Growth, M&C Saatchi Performance, about the launch.  ExchangeWire: Why is M&C Saatchi Mobile repositioning to M&C Saatchi Performance? James Shepherd: Back in 2006, we had a firm belief that mobile was going to radically change marketing – and it did. In 2018, mobile alone doesn’t accurately reflect what we do. Today’s consumer is [...]

Read more

The simple relationship between publishers and advertisers has become increasingly complex, with the introduction of sophisticated digital ad buying. The growth of the internet has also caused an ad oversupply that’s left massive amounts of inventory unsold. In this piece, Anudit Vikram (pictured below), SVP, audience solutions, Dun & Bradstreet, says that to combat the problem, the industry has introduced ad networks, DSPs, and SSPs between the buyer and seller, making the ecosystem more and more complex. What was originally created [...]

Read more

Following a lively on-stage discussion about the new era in the convergence of ad tech and martech at ATS Singapore in June, ExchangeWire speaks with panelists Yiorgos Hadjiandrea, head of media buying solutions, Southeast Asia, Google; and Jess O’Reilly, regional sales director, marketing cloud, Asia, Salesforce (both pictured below) about why the quest for customer centricity is one of the major driving factors of this convergence. ExchangeWire: What do we mean by ‘customer-centric’ marketing? Yiorgos Hadjiandrea, Google: Customer-centric marketing means putting [...]

Read more

Digitalisation, particularly artificial intelligence, is creating an opportunity for a better understanding of the customer and the personalisation of marketing communications. We are moving from one-to-many, to one-to-one communication, creating added value to businesses. Robots have helped free up the analysis burden on consultants in risk management. New technologies are tested first and foremost in the marketing department of Deutsche Bank. In an interview with DMEXCO 2018, expo and conference, Cologne, Germany, Tim Alexander, CMO Deutsche Bank, talks about technology [...]

Read more

We sent out a mailer a few weeks ago to our GDPR-compliant subscriber list, titled ‘9 Reasons to Love the Industry. This was to highlight our optimism about the industry and encourage you (dear reader) to attend ATS London this year. Number seven on our upbeat list refers to the opportunity for the current crop of European madtech startups. Never have I seen a bigger opportunity. We are heading into a new epoch for digital marketing. The convergence of ad [...]

Read more

Mergers and acquisitions within ad tech and martech are firmly in the spotlight at the moment, with some very interesting moves happening across the space. Following the release of their H1 marcoms M&A analysis, James Kesner (pictured below), director of M&A advisory firm, Results International, speaks with ExchangeWire about how the M&A scene is changing, as well as the big global trends to look out for. ExchangeWire: The marcoms M&A scene in 2018 appears to be much more buoyant so far, [...]

Read more

2018 has been the most eventful year I have seen in this industry, since the great ad-tech panic buy of 2007. A number of factors have contributed to this. Firstly, the growing threat and power of the ‘BAT-FANG’ (China’s Baidu, Alibaba, and Tencent [BAT], along with the USA’s Facebook, Amazon, Netflix, and Google [FANG]) has forced the hand of big legacy telcos and TV companies globally. The realisation that these tech companies are out to destroy the business of established [...]

Read more

China can offer brands, especially in retail, tremendous returns, but enjoying the market’s richness in scale and potential will require advertisers to know local nuances and consumer preferences. These, for instance, will include the need to integrate QR codes into their marketing campaigns and identifying holes to plug in order to entice customers to buy into their brand, says Anthony Capano, Rakuten Marketing’s Asia-Pacific and Europe managing director, in this Q&A with ExchangeWire. He also strongly touts the need for advertisers [...]

Read more

Account-based marketing (ABM) has accrued a certain level of popularity among big-name brands over the past couple of years; but now, with the passing of time, it is now becoming evident that the marketing tactic certainly isn’t for everyone. Writing exclusively for ExchangeWire, Natalie Field, senior marketing professional, Fujitsu, explains what it takes to make account-based marketing work for your business and why it’s the people who can truly make it a success.  I don’t claim to be a world expert in [...]

Read more

Martech provider Tapad is launching its new customer data platform as we speak. ExchangeWire speaks with Sigvart Voss Eriksen, CEO, Tapad about the importance of personalisation for marketing, and gets the lowdown on the new CDP. ExchangeWire: Why is Tapad moving towards an identity-driven marketing future? Sigvart Voss Eriksen: Today’s modern marketer is constantly striving to build meaningful relationships with vast audiences of consumers who all behave differently, use different devices, and who increasingly expect personalised communications as standard. However, we’ve realised [...]

Read more