Last week saw the publication of key advertising performance report, the Advertising Association/WARC (AA/WARC) Expenditure Report. ExchangeWire speaks to figures within the industry to get their thoughts on the report’s findings. Context and sentiment can help brands capture untapped audiences It’s no [...]

In this weekly segment, ExchangeWire sums up key industry updates on ad tech from around the European region – in this edition: IAB & IAB Tech Lab release CCPA Compliance Framework for public comment; Rubicon Project acquires RTK.io; Broadsign and [...]

Marketing efforts in recent years have tended towards the quantitative measure of performance. How many people could have seen the ad, how many people have clicked it, and how many people have bought a product after clicking the ad. However, [...]

Writing exclusively for ExchangeWire, Ken Leren, founder at Marketing Town discusses the misconceptions that surround performance marketing, the advantages of spending through these channels, and how emerging technologies will build upon the sector’s successes. What are the main benefits of performance [...]

In this weekly segment, ExchangeWire sums up key industry updates on ad tech from around the European region – in this edition: Vungle expands advertiser offering; premium video growing stronger as it becomes more addressable and data-driven; intelligent flighting strategies [...]

Experimentation is the tool of choice when trying to learn about outcomes of actions that cannot be calculated or forecasted. In digital marketing the most obvious use cases for experimentation are: 1) exploring new channels or trends, like new social media [...]

Total marketing budgets were revised higher during the third quarter of 2018, extending the current period of growth to six years, but to the weakest extent in almost three years. This is according to the Q3 IPA Bellwether Report, published [...]

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 [...]

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 [...]

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 [...]