Targeting
Voice Technology in Cars: The Future of Audience Targeting
Numbers around the growth of adoption of voice technology are staggering; but there is also much cynicism about how voice can really be integrated into our daily lives and change the face of advertising. Writing exclusively for ExchangeWire, Mark Henson, head of marketing, Primesight, explains why your car presents the next opportunity for advertisers to reach you, all thanks to voice technology. A decade ago, it would have seemed odd speaking to a device – and if you told people it [...]
As Consumers Wise Up, APAC Marketers Must Rethink Their Data Use
Increasingly, consumers in Asia are becoming aware of their personal data being collected and traded and not all are pleased with such business practices. Marketers, hence, need to think about the ways they are collecting data, and how much they are collecting, because the benefits and risks of doing so have changed. The industry has managed to build a rhetoric that targeted advertising, based on unreliable historical intent, is beneficial to online consumers when, in fact, most people find it [...]
Court Rules in Favour of Adblock Plus; WFA Calls Brands to Change to People-First Approach
ExchangeWire rounds up some of the biggest stories in the European digital advertising space. In this week’s edition: Adblock Plus Victorious Again; Manifesto by the World Federation of Advertisers; Dataxu Announces New Programmatic TV Solution; Slow Growth of UK Marketing Budgets; and SpotX Cooperates with XITE Networks for Programmatic TV. Adblock Plus Victorious Again Another landmark ruling settles against German publishers: following a number of legal actions by German publishers such as ProSiebenSat1, Spiegel, and Süddeutsche, Berlin-based Axel Springer Verlag had brought [...]
AU Marketers Unable to Deliver Cross-Channel Personalised CX; Data Breach Affected 1M Facebook Users in PH & INDO
In this weekly segment, ExchangeWire sums up key industry updates on ad tech from around the Asia-Pacific region – and in this edition: AU Marketers Unable to Deliver Cross-Channel Personalised CX; Data Breach Affected 1M Facebook Users in PH & INDO; Publicis Media Launches Commerce Practice; AU Consumers Listen Over Breakfast & Watch Over Dinner; Screen Media Sets Up in SEA; and Dentsu Makes Acquisition & Investment in U.S. AU Marketers Unable to Deliver Cross-Channel Personalised CX Some 67% of Australian marketers [...]
People-Based Marketing & GDPR: Q&A with Michael Komasinski, Merkle
Performance marketing agency Merkle has grown rapidly across EMEA, including the acquisitions of Divisadero in Spain, Oxyma in the Netherlands, Aquila Insight in the UK, and b2b digital agency DWA, with offices in Munich and London. In view of the GDPR coming into effect in May, Merkle is focusing on a consumer-centric approach, Michael Komasinski (pictured below), president EMEA, Merkle, tells ExchangeWire in this Q&A, and discusses the challenges of the upcoming regulations, as well as future trends. ExchangeWire: How are Merkle’s acquisitions [...]
New IAS In-App Protection Solution; ID5 Raises €1m Seed Investment
ExchangeWire rounds up some of the biggest stories in the European digital advertising space. In this week’s edition: IAS in-app protection solution integrated by The Trade Desk, DoubleClick, Oath, AppNexus, etc.; ID5 raises €1m in seed funding round; TAG steps up activity in Europe; Protected Media supplies cyber protection tools for Smaato; Triton Digital integrates with FUSIO; and JustPremium expands in UK and Germany. IAS In-App Protection Solution Integrated by Trade Desk, DoubleClick, Oath, AppNexus, etc. Measurement and analytics provider Integral Ad Science has launched a new [...]
APAC Marketers Should Use Same Metrics to Compare Retargeting Results
To establish reliable results from multiple retargeting campaigns, marketers in Asia-Pacific should compare platforms using the same metrics, attribution models, and data sources. Running multiple retargeting tools will encourage a ‘tug-of-war’ between competing vendors and drive more effective marketing activities in the future, says RTB House’s Asia-Pacific managing director Jakub Ratajczak. However, this means marketers will need to set up the same parameters and goals across all tech providers to better compare results and impact, he adds. In this Q&A with ExchangeWire, [...]
A Duopoly Doesn’t Make for an Efficient Marketplace: Q&A with Dan Slivjanovski, RhythmOne
RhythmOne has reached the final stages of their acquisition of YuMe. In this Q&A, ExchangeWire speaks with Dan Slivjanovski, chief marketing officer, RhythmOne, about the vision for RhythmOne post-acquisition, how the company will leverage its end-to-end offering, and about the state of consolidation of the ad tech industry. ExchangeWire: With the acquisition of YuMe now concluded, what is your strategy going forward? Dan Slivjanovski: The combination of YuMe and RhythmOne will bring together demand-side and supply-side strengths in the fast-growing areas [...]
£4.5m for PowerLinks; Weve Launches Location Verification Service
ExchangeWire rounds up some of the biggest stories in the European digital advertising space. In this week’s edition: PowerLinks Receives Funding; Weve Launches Locate; Bitposter Adds New Buyers to OOH platform; and Survey of Native Ad Formats. Series A funding for PowerLinks Following a year of expansion with significant revenue growth, PowerLinks announces new capital from their Series A funding round. The new investment, to the value of £4.58m, comes from Foresight Group, as well as angel investors and PowerLinks management. The [...]
The Future of Addressability Across Channels
Addressability has continued to be front-and-centre for any marketer’s strategy, but they are still facing challenges across the industry. Writing exclusively for ExchangeWire, David Dowhan (pictured below), CEO and founder, TruSignal, talks about the future of addressability within platforms, display, and TV, and what changes need to take place to finally appease marketers. Addressability (reaching specific members of a broader audience) is improving, but it’s not yet in the place most marketers want it to be. Here’s what’s likely to [...]
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