In a climate of ever-increasing regulatory pressure, and with the impending future of a cookie-less world, it is important that we in the digital advertising industry review our relationship with data and evaluate how we can improve on our understanding of this deep and complicated resource. The introduction of GDPR and the ICO’s recent focus on data compliance has made the processing of data in digital advertising an extremely important and increasingly complex operation. As we move away from the intricacies [...]

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In this weekly segment, ExchangeWire sums up key industry updates on ad tech from around the European region – in this edition: GumGum announces USD$22m (£17m) funding round; Verizon Media partners with VIOOH; Rakuten launches Rakuten Advertising; Yieldbird to invest €1.5m (£1.2m) in ADXo solution; and Trade House Media integrates with The Media Trust. GumGum announces USD$22m (£17m) funding round GumGum, Inc., an artificial intelligence company specialising in solutions for advertising and media, announced today that leading global marketing executive Lisa Licht [...]

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Writing exclusively for ExchangeWire, Richard Foster (pictured below), CRO of InfoSum, discusses how the digital advertising ecosystem can rebuild after the tectonic shift in the viability of the third-party cookie. Proving that its privacy mission isn’t just talk, Google has taken its first major step towards blocking third-party cookies. In its latest policy update, Chrome 80 will stop supporting cross-site sharing, unless cookies are flagged in line with the SameSite internet standard. On the surface, this move is about online security and [...]

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In this exclusive article written for ExchangeWire, Paul Evans (pictured below), B2B strategy and marketing consultant, discusses why the moment is right for the independent advertising ecosystem to embrace its own independence, champion relevance, and collectively re-imagine the future makeup of programmatic. The meaning of independence “2020 will see a re-think of programmatic”. The first of Ciaran O’Kane’s predictions for the new decade “had me at hello”, and now that we’re just a month in to 2020, this statement could not have [...]

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Following the launch of DAX across out-of-home (OOH) and audio, ExchangeWire speaks to Oliver Deane (pictured below), director of commercial digital at Global, to discuss the implications of the move for both channels, including how programmatic should be accurately defined in the context of OOH. ExchangeWire: What does the launch of DAX into digital outdoor mean for buyers? Oliver Deane: Essentially, DAX broadens the inventory pool for those buying outdoor. I went to an OOH industry event at the back-end of last [...]

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We will be hosting our first event in the Nordics in over eight years on Tuesday, 19th February. ATS Stockholm will focus on the key areas affecting the industry as we head into an uncertain decade for digital marketing. Are we pivoting from precision to predictive marketing? Is the industry ready to look beyond the cookie? And what future can digital media buyers and sellers expect. With all that in mind I have outlined seven key reasons to come this year’s [...]

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In this exclusive article written for ExchangeWire, Alistair MacCallum (pictured below), CEO of Kinetic UK, discusses the reasons for optimism in the out-of-home (OOH) sector through 2020, how traditional platforms are set to integrate with OOH channels, and how programmatic technology can further enhance effectiveness and relevance within the medium. There are so many reasons for optimism in the OOH industry it’s hard to know where to start. Despite the dominance of the global tech companies across huge swathes of the [...]

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Writing exclusively for ExchangeWire in response to Ciaran O’Kane’s twenty predictions for 2020, Robert Webster (pictured below), founder of Canton Marketing Solutions, delves further into the Programmatic is Everything (PIE) theory, which is poised to dominate marketing over the coming decade. My favourite of Ciaran’s 2020 predictions was the statement that programmatic is everything. This is partly because I think it was over a pint with him that the phrase finally took hold. Not that I am trying to claim ownership, [...]

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2019’s coming to a close, and with it ends a decade of innovation. In 2010, the iPhone outsold Blackberry for the first time, changing the way people accessed the internet and revolutionising the advertising industry. Since then we’ve seen Facebook become more than a social network, as it established its dominance on the advertising industry alongside Google. We’ve seen changes in the way personal data is used, with the GDPR and CCPA setting the rules for how advertisers engage with [...]

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As the decade draws to a close, ExchangeWire has invited thought leaders from across the industry to share their predictions and insight into what 2020 will hold for the ad tech and martech industries. Under the spotlight today is privacy. The topic dominated 2019, following the release of the ICO’s update report on ad tech and real-time bidding in June, and is set to continue at the forefront of industry conversation in 2020 with the implementation of the California Consumer [...]

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