The Wire

  • 10 Years of the iPhone: How Mobile Has Changed the Advertising Game

    This year the iPhone turns 10 years old, and what a decade it has been. From how consumers use their devices, to how advertisers reach them, the world has turned upside down and there’s no turning back. There have been peaks and troughs, successes and challenges, and the next decade looks like it will be nothing if not complex. The mobile advertising industry is booming, but does the future look bright for the iPhone?

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  • Localisation Key to Survival Amidst China's Walled Gardens

    Localisation and working alongside walled gardens may be key to survival in China's tough ad tech landscape. Although, this does not mean brands should stop demanding more transparency.

    Lured by the country's sizeable market potential, numerous foreign players have attempted to grab a piece of the pie, but few could claim success. A big part of this was due to their lack of local knowledge, according to Albert Sim, Miaozhen China's vice president of [...]

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  • Inside Basware’s Customer-First, Data-Driven Marketing Revolution

    B2B companies are often overlooked when it comes to performance marketing. They’re seen as slow-moving enterprises that stick to traditional marketing campaigns with beginning, middle, and end points. Ceri Jones, VP global demand generation & marketing operations, Basware, proves otherwise – B2B companies can, and are, embracing change and adopting performance-driven marketing with aplomb.   The power has shifted Today’s buyers are online, sourcing the information they need when they need it and, [...]

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  • A Tale of Two Ad Networks: How the Quiet Growth Story of Media iQ Defeated the 'Rocket Fuels'

    When I met Gurman Hundal seven years ago in a small Soho pub for the first time, he told me he was going to start a programmatic ad network. At first I thought as a model it would have no longevity, but anyone who has worked with Gurman knows and respects his deep understanding of advertising technology and what’s possible operationally. Media iQ’s core offering was going to be about 100% programmatic trading.

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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 [...]

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  • A New Beginning for Brazilian Digital Advertising

    Digital’s credibility has been put in doubt in recent months, mostly because of a domino effect that has driven advertisers around the world to review their advertising investments across platforms and publishers. This also applies to the Brazilian digital market, one of the fastest-growing in the world, achieving 26% year-on-year growth in 2016. Given the potential continued growth that exists in this market, it’s time to take a step back. Originally published on [...]

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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 [...]

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  • Diversity in Media, Marketing & Advertising: Why We Must Break Down Barriers

    Diversity is a vital, yet difficult, subject to cover in media, marketing, and advertising (MMA). As Pepsi has recently discovered, you can’t simply make an ad that features minority groups, or mimics a famous stand for equality, and call the job done. Such approaches don’t just come across as making light of serious issues – they fail to address them completely.

    The ugly truth is that, unfortunately, MMA remains a largely [...]

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  • The Quieting of Agency Programmatic Offerings Has Been Notable: Q&A with Nick Graham, Huawei Technologies

    Advertising strategies for global brands require complex planning and execution. How has the advent of programmatic technology changed this process? ExchangeWire speaks with Nick Graham, global director of digital marketing and media, Huawei Technologies, to find out. ExchangeWire: Do you think global brands achieve the correct balance between a cohesive global strategy and localisation? Nick Graham: Yes, cautiously. It depends largely on the types of businesses we consider. Certain consultancies, accounting firms, banks, luxury [...]

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  • Judge, Jury & Executioner: Google's War Against Ad Blocking

    In a bid to do its part for the future of publishing, and to create a better web for users, Google has recently announced new tools for publishers, as well as a roll-out of a pseudo ad-blocking tool to stop ads showing on websites that are not compliant with the Better Ads Standards, an initiative developed by the Coalition for Better Ads. ExchangeWire delves into the details of this news and what it [...]

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