Audience data is undeniably an important ingredient in any ad campaign, but some marketers are misusing such data to achieve easy success. ExchangeWire spoke with Bryan Melmed, global vice president of insights at Exponential Interactive, who championed the use of [...]

Tim Faircliff, AOP, chairman, discusses the mechanics of the recently announced premium publisher alliance - or co-op - that is to be powered by AppNexus, which has several of the UK's tier-one publishers as founding members. EW: What does the new [...]

The Association of Online Publishers (AOP) has lifted the lid on its publisher cooperative powered by AppNexus, with several tier-one publishers including Telegraph Media Group, Time Inc, and Bauer Media among the names to sign up to the venture at [...]

If traditional media are expected to make-good when they fail to deliver, should marketers expect the likes of Facebook and Google also to be held accountable? Delegates at a recent agency event debated the merits of this rather interesting proposition, [...]

AppNexus has confirmed its purchase of publisher forecasting and programmatic-direct company Yieldex, in a deal rumored to be valued at $100m, as the ad tech firm continues its acquisition spree, and prepares for the rise of programmatic-direct. The integration of Yieldex [...]

Mike Harty, PowerLinks co-founder and ExchangeWire columnist, accepts the need for regulation in the native advertising space, but argues that a line must be drawn somewhere to maintain the unique value of the offering. Last month, the AOP, IAB, ISBA (representing [...]

Viewability. It's one of they key issues facing the online advertising industry, as brands - wary of getting scammed - ask for ever-increasing levels of transparency; with oil giant Shell now asking for FIVE TIMES the industry standard before it [...]

The worlds of ad tech and martech are increasingly colliding, which poses marketers with many questions to ask themselves about how they conduct their business from day-to-day, including where their roles fit within an organisation, and whether or not they [...]

In this weekly segment, ExchangeWire sums up the key industry updates on ad tech from around the region – and in this week's edition: IAB AU unveils programmatic guide; Asia's social, mobile usage grows; CtrlShift hooks up with TubeMogul; Amobee [...]

What does a 'like' or retweet mean for your brand? Nothing much these days, it seems, as they come a dime a dozen. Instead, data has become increasingly important to enable advertisers to better engage their audience, but what remains [...]