Performance
Supply Chain Survival: Why We All Have a Role to Play in Creating a More Transparent Advertising Industry
With platforms overhauling their metrics offerings to bring greater clarity to advertisers over how paid-for media placements perform, and major advertisers withdrawing their ads from networks that fail to deliver transparent insights, 2018 is set to be a turning point in terms of transparency. Andrew Morsy (pictured below), UK managing director, Sizmek, comments on the year ahead. Three billion pounds. This is what UK programmatic ad spend is set to surpass in 2018. When companies spend this kind of money to [...]
Proving Brand Value: Why Advertisers Need to Rethink the Metrics They Are Using
With overall digital ad spend reaching £10.89bn by the end of 2017, up 11% from 2016, according to eMarketer, the digital advertising market continues to show exceptional growth as marketers recognise digital’s unique ability to reach large audiences and connect with them in a highly targeted, relevant, and cost-effective manner. Nick King (pictured below), UK managing director, Exponential, looks at different trading metrics and how the market is experiencing a shift towards buying on the basis of vCPM and CPE only. Mobile [...]
Account-Based Marketing: Don't Believe the Hype
You’ve got to hand it to the marketing industry – they know how to create a buzz around new products and services. Just look at the hype surrounding account-based marketing (ABM). In the last couple of years, ABM has been touted as the answer to every B2B marketer’s woes, from stifled demand generation to sclerotic sales growth, writes Alisha Lyndon (pictured below), CEO, MomentumABM, exclusively for ExchangeWire. Everyone, it seems, wants to get in on the act: from technology companies [...]
Brands Need to Be Directly in Touch with Consumers: Q&A with Mark Cullinane, PCH
Sweepstakes and gaming draw a valuable audience for brands, and Publishers Clearing House has been reaching these consumers since the 1950s through traditional marketing channels. But times have changed, and PCH has joined the digital age. Mark Cullinane (pictured below), SVP & GM Digital, PCH, talks about the changes they’ve made as a company, how they are working with the advertising industry today, and how they see the future shaping up around personalisation and audience engagement. ExchangeWire: PCH has been [...]
Data Fragmentation Is the Biggest Challenge: Q&A with Tijs van Santen, Impact Radius
The amount of data in and around advertising is staggering. But when that data comes from a multitude of sources, and is fragmented within various systems, how can a marketer properly use that data to make the best decisions for their campaigns? Tijs van Santen (pictured below), CRO, Impact Radius, talks about the importance of clean data, goal alignment, and the challenges that martech companies face around attribution. ExchangeWire: Who is Impact Radius and what problems do you solve for [...]
Inside Basware’s Customer-First, Data-Driven Marketing Revolution
B2B companies are often overlooked when it comes to performance marketing. They’re seen as slow-moving enterprises that stick to traditional marketing campaigns with beginning, middle, and end points. Ceri Jones, VP global demand generation & marketing operations, Basware, proves otherwise – B2B companies can, and are, embracing change and adopting performance-driven marketing with aplomb. The power has shifted Today’s buyers are online, sourcing the information they need when they need it and, as a result, the complexities of [...]
Google’s Latest Crackdown on Interstitial Ads: Will Publishers Have to Rethink Their Revenue Model?
It seems that Google’s latest changes to their mobile search regulations, and the penalties that come if you fail to adhere, have just been announced. It was not so much a fanfare, but more a whisper, writes Oliver Gold, commercial director, YOC. For those of you who are unaware what’s going on, and let’s face it why wouldn’t you be, Google have just announced changes in the way you are allowed to run ads across mobile sites. [...]
Getting Ahead of the Game: Why & How Publishers Should Use Header Bidding
The top priority for publishers today is maximising revenue from their ad inventory. Techniques such as header bidding are making this possible; and while the concept itself isn’t brand new, adoption is on the rise as more publishers begin to realise its monetary potential and value, writes Nilesh Dhawale, senior product manager, RhythmOne. Take The Telegraph as an example. The publisher has recently announced plans to quadruple their programmatic staff count, thanks to the success of header [...]
Oracle's Laura Ipsen on Consumer Experience & Data Overload
News Insight
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 [...]
Marketers Must Focus on Data-Driven Decision Making: Q&A with Per Pettersen, CEO, Impact Radius
The advertising industry is not without its challenges. And marketers can have a tough time grappling with these challenges alongside maintaining efficiency and effectiveness. Per Pettersen (pictured below), CEO of Impact Radius, which acquired fraud detection platform Forensiq in June 2016, speaks exclusively with ExchangeWire about how brands can overcome these challenges, how the industry is tackling fraud, and how Impact Radius is evolving as a business. ExchangeWire: What do you believe to be the greatest challenges faced by marketers [...]
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