The Wire

  • Whitelisting: The White Knight for Brand Safety?

    With the brand safety scandal raging on since March, one term that keeps cropping up as a potential solution is ‘whitelisting’. ExchangeWire delves into whether whitelisting really is the white knight the industry needs to fend off the bad guys. What is whitelisting? As you’d expect, it’s the opposite of blacklisting. Rather than building a list of disapproved URLs, your campaign targeting is based on a list of approved URLs to help keep brands [...]

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  • Better Mobile Metrics Can Help APAC Brands Get Over Numbers Obsession

    There is urgent need to define viewability and create standardised metrics for mobile ads in Asia-Pacific, where marketers remain hooked on the numbers game, focusing their attention on clicks rather than other more effective metrics.

    This obsession over clicks has resulted in brands neglecting the importance of verification, says Rohit Dadwal, Asia-Pacific managing director at Mobile Marketing Association (MMA), who underscores the importance of delivering better accountability as well as transparency.

    In this Q&A with ExchangeWire, [...]

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  • Now & Next: Fake News

    Fake news is a hot topic across the globe. The concept of fake news is particularly pertinent and discussions focus on genuinely falsified news and genuine news that is claimed to be fake for personal or company gains. This issue of ExchangeWire’s Now & Next looks at the problems fake news is creating for media professionals, and what (if anything) needs to be done to address them. The prevalence of fake news Fake news is affecting a large proportion [...]

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  • The Collision of Technology & Creativity

    Today, content marketing is a £5bn industry, in the UK alone. The discipline has become increasingly popular over the last five years, inline with the growth of content sharing platforms Facebook, Instagram, Pinterest, and Snapchat. However, the relationship between artificial intelligence (AI) and content marketing is something that has existed under the radar for some time. In this piece, ExchangeWire speak with Kuba Wieczorek, co founder, Eve Sleep, and Tom Graham, Codec [...]

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  • From Target to Audience: Advertising Strategy Shift for Mercado Livre

    The advertising business unit of Mercado Livre Brazil was created in 2009 to offer solutions for platform vendors, allowing them to take advantage of the inventory, which currently reaches 40 million unique site visits, generating 4,000 searches and 100 purchases per second. From a solution that was basically restricted to sponsored links, Latin America's largest e-commerce site has improved their advertising strategy over the last three years by focusing on a new purpose: enriching [...]

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  • Only 3% of Data Professionals Understand Implications of the GDPR

    ExchangeWire Research reveals a universal lack of understanding about the complexities of the upcoming GDPR, pointing to a fundamental lack of preparation and severe risk of non-compliance. Insurance, finance and banking sector appear to be ahead of the curve; retailers lag behind. Highlights – Just 3% of professionals whose role involves consumer data collection, storage, or processing fully understand what is covered by the upcoming GDPR

    – However, only four in every ten (42%) say their company [...]

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  • Analysis: Snap Posts Losses in First Earnings Report Since IPO

    Following Snap Inc's (NYSE:SNAP) successful IPO in March, the first earnings call announced today (10 May) leaves a little to be desired. Opening on IPO day at USD$24 (£16.42), 41% above the USD$17 (£11.63) issue price in March, Snap promised big things, but the company's Q1 earnings report has caused a post-trading sell-off: closing the day's trading at USD$22.98 (£15.72), the announcement is continuing to drive that down, with an after-hours share price of [...]

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  • The GDPR: Hype or Hyperbole?

    25 May, 2018 – put it in the diary. On this fateful day, the General Data Protection Regulation (GDPR) will come into full force. ExchangeWire break it down for those still in the dark.

    It’s hardly surprising that the mere mention of the GDPR causes one's eyes to glaze over and, if you do try to get to grips with any one of the 99 articles contained within the regulation, you would be forgiven for [...]

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  • Location Drives Marketers’ Shift from Demographic to Contextual Insights

    A recent report by ExchangeWire, in association with xAd, reveals that media planners are relying less on demographic data and insights to inform advertising strategy, and instead favour contextual data and insights when it comes to defining campaign strategies and optimising performance.

    Although demographic data is still used by marketers, shortcomings are becoming more apparent. The research reveals that over half of media buyers (51%) believe demographic segments are "of no use" or [...]

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  • Analysis: Google & Twitter Q1 2017 Earnings

    Google are triumphing right now. Despite the YouTube debacle, and resulting advertiser boycott, the company’s stock price reached an all-time peak of USD$937 on 28 April, 2017, after posting favourable Q1 2017 earnings (NASDAQ: GOOGL).

    The company saw mobile search and ongoing strength in YouTube driving ad sales higher, while sales on Google Play, hardware, and cloud grew substantially, says chief financial officer, Ruth Porat.

    The IAB’s latest digital ad market

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