Global Martech Market Hits USD$121.5bn (£94.6bn); AI Measures Emotional Response to Advertising
In this weekly segment, ExchangeWire sums up key industry updates on ad tech from around the European region – in this edition: Global martech market hits USD$121.5bn (£94.6bn); AI measures emotional response to advertising; Verizon Media accelerates premium native supply with Apple News and Stocks; Channel Factory continues expansion in the UK, Russia and Denmark; and Accenture Interactive announces intent to acquire French data marketing firm Sutter Mills. Global martech market hits USD$121.5bn (£94.6bn) The global marketing technology market is now valued [...]
Near Raises USD$100m (£80.1m); Majority of Marketers Want to Spend More on Programmatic Audio
In this weekly segment, ExchangeWire sums up key industry updates on ad tech from around the European region – in this edition: Near raises USD$100m (£80.1m) to fuel expansion; Marin Software releases State of Digital Advertising 2019 report; majority of marketers want to spend more on programmatic audio; and Peach launches new product to clients. Near raises USD$100m (£80.1m) to fuel expansion Near, a platform that uses AI to make real-world data actionable, announced that it has raised USD$100m (£80.1m) in a [...]
McDonald’s Acquires Dynamic Yield: Implications for Advertising
On Monday 25 March, news filtered through that McDonald’s is acquiring the Israeli AI company Dynamic Yield, which has now been confirmed by the martech company themselves, with a reported price tag of USD$300m (£228m), making it the fast food giant’s largest acquisition in decades. The technology is purportedly to be used to tailor their digital displays using metrics including time, weather, restaurant footfall, local events and limited edition menu items, and historical sales data. But what opportunities does this give [...]
Moving from 'Device Specific' to 'Device Agnostic': Q&A with James Shepherd, M&C Saatchi Performance
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 [...]
How the Ad Ecosystem Is Morphing to Address Ad Fraud
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 [...]
Customer Centricity Driving Ad Tech & Martech Convergence: Q&A with Yiorgos Hadjiandrea, Google & Jess O'Reilly, Salesforce
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 [...]
The New Technologies Deutsche Bank Believes Will Change Its Marketing
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 [...]
Your Guide to Scaling Your European Madtech Business
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 [...]
Holding Companies Likely to Diversify to Protect Market Position: Q&A with James Kesner, Results International
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, [...]
The Madtech Rollercoaster of 2018: 9 Predictions for the Rest of the Year
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 [...]
