Technology

  • Agencies Have Struggled to Adapt to Programmatic; Programmatic Rules Digital Display

    ExchangeWire Research’s weekly roundup brings you up-to-date research findings from around the world, with additional insight provided by Hugh Williams, senior data analyst, ExchangeWire. In this week’s edition: Agencies have struggled to adapt to programmatic; Programmatic rules digital display; and Digital strategy upheaval.

    Agencies have struggled to adapt to programmatic

    Nearly three-quarters (71%) of advertisers think agencies have struggled to adapt to programmatic, according to a study by Infectious Media. Respondents also say that there needs to be a radical [...]

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  • Why Dynamic Creative Optimisation Matters for 2018

    Dynamic creative optimisation (DCO) is set to take on a whole new persona. Granted, DCO is nothing new but, as Francis Turner (pictured below), general manager, US and chief revenue officer, ADYOULIKE, explains in this exclusive piece for ExchangeWire, the advent of release 1.2 of the OpenRTB Native Ads API Specification means that dynamic creative will bring native advertising into a new era.

    When Facebook throws its hat in the ring, you know the fight is about to get [...]

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  • How Voice Search Will Change Consumer Behaviour

    With the business world only just coming to terms with mobile as the future of the internet, there’s an emerging, and slightly misunderstood, revolution sitting on the periphery of even the most attentive marketers and businesses: voice search. Wajid Ali, head of paid search, Forward3D, explains why.

    It would be naïve to consider ‘voice search’ in the same way it once was initially showcased in 2011, as a novel way of inputting your specific search into Google. Looking back, what’s surprising [...]

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  • Now & Next: Virtual Reality

    If you’ve looked at any list aiming to predict technology trends that will dominate the marketplace over the last few years, you will know that virtual reality is not a new phenomenon. It is the only technology to come through the Gartner’s hype cycle’s ‘Trough of Disillusionment’, to reach the ‘Slope of Enlightenment’, and now it is well on its way to the ‘Plateau of Productivity’. Despite these nauseating category titles, the point remains clear: VR has officially arrived. [...]

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  • The Telcos’ Various Routes to Ad Tech Dominance

    Much has been made of ad tech’s new strategic buyers. With the demise of traditional buyers, like AOL and Yahoo, and the departure of Google, new players have filled the M&A vacuum. The most prolific of these new buyers have been the telcos.  

    Looking to unlock the value of their first-party data, and diversify beyond their plateauing core business, the telcos have been actively shopping for ad tech assets.  

    They all seem to have varying strategies [...]

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  • New Tech on the Blockchain

    The industry is crying out for a solution that allows the digital advertising supply chain to coordinate in a scalable, trustworthy, and secure way – and blockchain could be the answer.

    ‘Blockchain’ is the buzzword of the moment in the ad tech industry. This year, we’ve already seen three companies come to market bringing the blockchain protocol (typically synonymous with crypto-currency Bitcoin) to the digital advertising supply chain: MetaX, NYIAX, and MadHive.

    What is blockchain?

    “The blockchain is an [...]

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  • Blockchain Buzz Could Overshadow the Benefits: Q&A with IAB Working Group Co-Chairs

    Blockchain is already changing the way global industries perform transactions and share data. And now, the IAB Tech Lab is kicking off a Blockchain Working Group to explore ways to leverage blockchain to improve efficiency and value realisation in digital advertising. Richard Bush, chief product and technology officer, NYIAX, and Michael Palmer, global director product, [m]Platform, GroupM, co-chairs of the working group, talk about how the IAB Tech Lab plans on working to help the industry get their heads around, [...]

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  • It’s Time for Advertisers to Abandon Desktop Buying Technology

    Mobile advertising consumption has been growing exponentially every year. For advertisers to properly engage consumers by using the latest capabilities available, they need to be using the best technology to make that happen. Writing exclusively for ExchangeWire, Renaud Biet (pictured below), CEO and co-founder, TabMo, talks about the differences between mobile and desktop advertising, and the challenges marketers face using outdated desktop technology when wanting to take advantage of the latest in mobile advertising.

    To call mobile media a [...]

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  • Google’s Search Downgrade Inspires Innovative Solutions

    The one thing in the advertising industry that’s constant, is change. And companies like Google are always changing the rules on publishers, advertisers, and vendors, which automatically forces change across the industry. Writing exclusively for ExchangeWire, Gonzague de La Tournelle, COO, Madvertise, explains that while the mandates that Google impose may be frustrating, these changes can also lead to innovative solutions by the companies that need to abide by them.

    Google’s decision to downgrade the search ranking of mobile sites [...]

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  • The Value of Data: It's Not All Doom & Gloom on the High Street

    It’s been a difficult 2017 so far for the retail sector: Jaeger collapsed into administration, Rue 21 closed stores, and Debenhams is closing stores to focus on a more digital approach. Many retailers are failing to meet consumer expectations by realigning their approach to a more digitally focused marketing strategy that ensures the retention and growth of their customer base. Digital has revolutionised where and how we can connect with our consumers. This should be a dream come true [...]

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