If you can’t measure it, you can’t manage it. This concept is pretty basal when it comes to organisational strategy. Unfortunately, when you apply this logic to the digital media supply chain, it becomes clear the entire system has become virtually unmanageable, writes Michael Barrett, president and CEO, Rubicon Project, exclusively for ExchangeWire.
We see this in the growing frustration among marketers and advertisers. We see it in the public call for digital publishers to be more accountable for the [...]
'Transparency for a Fair Price' – Q&A with Diana Loriot, Sociomantic Labs, On the Trends in Data-Driven Marketing
Diana Loriot is global head of service at Sociomantic Labs and leads the client services teams. ExchangeWire speak to her about global trends in digital marketing, the challenges of transitioning into new cultures, and the deplorable lack of women in ad tech.
ExchangeWire: What are the big global trends that will impact data-driven marketing in the next three years?
Diana Loriot: The future of data-driven marketing is personalisation, as advertisers are eager to understand their customers and potential customers inside-out in order to influence their [...]
Advertisers Set the Tone; If They Don't Care, Nobody Will: Q&A with Marc Goldberg, CEO, Trust Metrics
In the plexus of traffic quality, brand safety, ad fraud, fake news, and transparency, the more the industry fuels the conversation, the more it seems it’s creating a rod for its own back. ExchangeWire speak with Marc Goldberg (pictured below), CEO, Trust Metrics, about where advertiser responsibility sits amongst all of the noise, where he explains that we mustn’t give up, but we must collectively improve best practices.ExchangeWire: Are Google and Facebook doing enough to fix the [...]
Transparency and trust are two of the biggest problems plaguing the online advertising industry today. Andrew Susman (pictured below), vice president, New York, Empower, talks about how a newly formed consortium of advertising professionals has been formed to tackle these issues head on.ExchangeWire: The Advertising Transparency & Trust Forum has recently been formed and met quietly in March at the UN, meeting again the beginning of June. Why was this forum established and what are the goals you are [...]
The lack of transparency in the world of advertising had been a hot topic for ages; and the world of programmatic has only led to the exacerbation of this issue. George Levin (pictured below), CEO & Co-founder, GetIntent, talks about the various relationships behind the complexity and how a reduction of middle men in the process needs to be addressed.
Programmatic is often too complicated and, more times than not, has way too many parties involved. With a clear [...]
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
ExchangeWire Research’s weekly roundup brings you up-to-date research findings from around the world, with additional insight provided by Rebecca Muir, head of research and analysis, ExchangeWire. In this week’s edition: Collaboration on KPIs; Transparency can drive spend; a generation gap; and Attention-grabbing video.Collaboration on KPIs
There is a need for greater agreement between brands and media agencies in defining and setting business-driven KPIs, according to research from DataXu. The findings, which questioned senior marketers at brands and professionals at media [...]
From transparency, to customer data, to campaign optimisation – what questions should you be asking to get the most out of your tech provider? In this piece, Paul Wright, CEO, iotec, offers a checklist for opening up the conversation and gathering actionable insight.
There has been continuous debate about transparency in the advertising industry which has all come to a head in the last few months, being heavily debated at Ad Week Europe and the recent ISBA Conference, [...]
On 21 February, Google announced on the Google Agency Blog that they are to build trust and increase transparency using MRC-accredited measurement on YouTube. What this doesn’t mean is that Google will finally be allowing third-party verification platforms to report on viewability on YouTube. As the blog states, since 2015, they’ve completed integrations with Moat, Integral Ad Science, and DoubleVerify; so the ability for advertisers and agencies to use third-party measurement is already in place. What is [...]
On 9 February, 2016, The Times published an investigative article on the topic of brand safety, with the explosive headline, ‘Big Brands Fund Terror Through Online Adverts’. The article, which claims some of the world’s biggest brands are unwittingly funding Islamic extremists, white supremacists, and pornographers by advertising on their websites, appeared on the front page of the printed publication (average circulation 446,000) and has since been shared nearly 800 times across social media. Mercedes Benz, Sandals, Waitrose, and [...]