Targeting

  • APAC Marketers Look to Machine Learning; Alibaba to Grab 11.3% of Global Mobile Ads

    In this weekly segment, ExchangeWire sums up key industry updates on ad tech from around the Asia-Pacific region – and in this edition: APAC marketers look to machine learning to raise own value; Alibaba to grab 11.3% of global mobile ad market; Most APAC travellers will share data for personalised experience; Ogilvy China restructures for Next Chapter; and Queensland bank building integrated marketing platform.

    APAC marketers look to machine learning to raise own value

    Half of Asia-Pacific creative and marketing professionals [...]

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  • A Brand Safety SLA Really Must Execute to 99.999% Reliability: Q&A with John Snyder, CEO, Grapeshot

    Whilst ‘context’ has been sidelined in the past, it is experiencing a renaissance and now finds itself right at the centre of brand safety and agency concerns, as John Snyder, CEO and co-founder, Grapeshot, explains. Speaking exclusively with ExchangeWire, Snyder highlights why context in audience targeting needs to get back in the driver’s seat.

    ExchangeWire: What has the evolution of the contextual targeting market been, and what does Grapeshot do for brands and agencies?

    John Snyder: Context has always been the mother [...]

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  • Personalisation, But Not Precision

    With the death of cookie-based marketing on the horizon, personalised marketing (or identity-based marketing) is on the rise with the so-called ‘universal ID’. Writing exclusively for ExchangeWire, Ray Kingman, CEO, Semcasting, talks about the challenges the universal ID still faces, the advantages of IP and device-ID matching, and how marketers can boost performance by reaching unique audiences with personalised messaging.

    Around the time we started to think of our phones as essential extensions of our identities, consumers began to [...]

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  • The Rise of the CCO: Creating a Customer-First Experience

    Customers have developed high expectations for their interactions with a business and are now more loyal to the experience than the brand, making them more powerful than ever. Online search makes it easy to find an alternative product, price, or brand and, as a result, businesses can no longer rely solely on their reputation for customer loyalty. Tom Goodmanson, president and CEO, Calabrio, explains why the quest to achieve the ultimate customer-centric strategy must begin at the C-level, as he charts the [...]

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  • Internet Advertising’s Robust Growth Hides an Inconvenient Truth

    Digital advertising is booming in terms of growth, but is struggling to personalise ads effectively. This is stagnating performance and undermining the industry, says Cablato Founder and CEO, Adrian Pearmund (pictured below).

    If you take a look at the recent Advertising Expenditure Forecast from Zenith Global, it looks as if everything in the digital ad garden is rosy. The respected report reveals that digital ad spend will grow by 13% to top USD$205bn (£159.3bn) in 2017. Zenith Global also [...]

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  • Deep-Learning Algorithm Crucial in Retargeting APAC

    As consumers visit different shops and compare offers across various platforms before making their purchase decisions, marketers will need to turn to solutions that can help them analyse patterns and identify correlations.

    The answer here lies in ‘deep-learning algorithms’, which will be increasingly critical in enabling merchants push relevant messaging to their targeted audience in the region, says Jakub Ratajczak, RTB House’s Asia-Pacific regional director. Pointing to the retargeting vendor’s internal research, he notes that deep-learning algorithms could push up [...]

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  • Redefining the Millennial Brand Experience

    How can marketers best reach the millennial generation? Rocket Fuel’s UK commercial  director, Joel Christie, explains how artificial intelligence can fix the failings of outdated marketing to meet and exceed the expectations for generations to come.

    The digital economy is by its nature real-time and on-demand; and this has created a culture in which immediate gratification has become the norm. The modern consumer is used to getting everything they need quickly – whether it be a taxi, take away, or directions to [...]

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  • APAC Leads Global Ad Spend Growth; Digital to Consume Largest Share of APAC Ad Budget

    In this weekly segment, ExchangeWire sums up key industry updates on ad tech from around the Asia-Pacific region – and in this edition: APAC leads global ad spend growth; Digital to consume largest share of APAC ad budget; Mobile also fuelling ad spend growth; Alibaba offers ad tools to target Chinese consumers; comScore unveils China mobile consumer panel; and Executive appointments at Dentsu, Grapeshot, and AdAsia.

    APAC leads global ad spend growth

    Ad spend in Asia-Pacific is projected to climb USD$30bn (£23.49bn) [...]

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  • Indian Marketers Can Solve Content Challenge with Machine Learning

    Marketers in India struggling to produce content that appeals to consumers should look at data analytics and machine learning for clues.

    These tools play a crucial role in personalising customer experience, says Gulshan Verma, Times Internet’s chief revenue officer. They enable marketers to determine the best time and format to roll out and optimise communication with consumers, he explains in this Q&A with ExchangeWire.

    ExchangeWire: Last we spoke, you said Times Internet’s use of programmatic was still limited, with single-digit [...]

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  • Shared Responsibility Needed to Make APAC Programmatic

    All parties with a stake in the Asia-Pacific ad tech industry are responsible for ensuring programmatic delivers the value it promises and ad content quality must remain the focus for marketers.

    Together, this would ensure consumer experience is optimal and brands get the most returns on their ad dollar, said delegates at this year's Mobile Marketing Association (MMA) Forum in Singapore.

    During a panel discussion at about the region's programmatic landscape, focus inevitably centred on [...]

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