USA

  • The YouTube Boycott & Brand Management in the Age of Trump

    This recent incident of hundreds of brands boycotting YouTube and Google is very different from anything we have seen before. The situation all seemingly started with an article breaking the news of video ads appearing alongside extremist videos and, within a week, hundreds of brands decided to boycott YouTube. Writing exclusively for ExchangeWire, Dilip DaSilva, CEO, Exponential, asks whether this is an orchestrated event. These brands are likely not talking to each other and collectively deciding to pull [...]

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  • Honesty Was the Best Policy at ExchangeWire Live NYC

    The rise of digital advertising consultancies is definitely a threat and something GroupM are taking seriously, according to Brian Lesser, the company’s North America CEO. Opening ExchangeWire Live in New York city in a fireside chat with ExchangeWire CEO Ciaran O’Kane, Lesser said, however, that they don’t cross paths with these consultancies as often as the industry would have you believe.

    He doesn’t hold their strategies of wanting to offer additional value at the top of the chain (and help [...]

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  • ExchangeWire Expand Global Footprint with New US Industry Hire

    Today (29 March) ExchangeWire have announced the appointment of Diane Harding (pictured) as US head of content. Harding joins the growing ExchangeWire team as the first US-based hire, reinforcing ExchangeWire’s international growth trajectory. Harding’s appointment continues ExchangeWire’s approach of hiring talent from within the industry. 

    Harding joins ExchangeWire from a varied, expansive background in the marketing strategy and advertising technology industry, having most recently held the position of director of product marketing at enterprise decision management solution, sapiens DECISION. Prior to that, Harding held [...]

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  • More Consolidation is Coming: Q&A with Chris Allen, MD of North America, Infectious Media

    A business model with strong traction in the digital advertising space is that of the Next Generation Agency – a digital agency with proprietary technology that crosses the boundaries between the traditional media agency and the technology provider. Infectious Media, one such agency, have been experiencing significant international expansion as a result of their success with this business model. ExchangeWire speak with Chris Allen (pictured below), Managing Director of North America, Infectious Media, about his new role at the company and how [...]

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  • The US is the Most Advanced Market Programmatically, Because of Buying Power

    At ATS New York on 3 November 2016 Matt Prohaska, CEO, Prohaska Consulting moderated a panel discussion about whether programmatic video is going to change the media buying landscape. Panellists Jim Daily, president, USA, Teads.tv and Jana Meron, VP of programmatic and data strategy, Business Insider discuss inventory, industry resource and the development of the landscape. 

    There are still many limitations with video and despite talk of significant development in the technology, it isn’t where it needs to be, yet. Integrations [...]

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  • NYC: The Brave New World of Data, Connectivity & DOOH

    Digital Out Of Home has experienced incredible growth and no less in the vibrant, connected, and visual city of NYC. However, writes Ben Putland (pictured below), COO & MD USA, Grand Visual, exclusively for ExchangeWire, the medium is still lacking in the creativity stakes. Drawing from his global experience of producing award-winning campaigns for the likes of Amazon, Google, and Disney, Putland explains how New York City needs to set an example for the rest of the industry, which needs to [...]

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  • AppNexus Announce Staff Cuts: Potential Pre-IPO Streamlining?

    Today (14 October) AppNexus are announcing they will be laying off 150 staff members globally. The move will bring AppNexus’ 1125-strong workforce down to 975, representing a 13% cut.

    The motive behind this bold move points towards a streamlining of efforts, representing the direction the company is heading in, according to Joshua Zeitz, vice president of corporate communications, AppNexus, speaking exclusively with ExchangeWire.

    It was two years ago, almost to the day, when AppNexus implemented a structural reorganisation into [...]

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  • Martech & One-to-One Marketing in Banking Is on a Slow Journey

    Financial institutions are some of the most powerful businesses in the world. Technology is developing and their opportunity for on-to-one marketing is significant. However, are financial institutions making use of the data available to them for effective marketing and is the technology developing as fast as we assume, or has nothing really changed since the 90s? Writing exclusively for ExchangeWire, Timothy Hoyle suggests marketing technology in banking still has a long way to go and financial institutions should improve their [...]

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  • Do Go Chasing Waterfalls – As Long As They're Automated

    The waterfall is a dependable, yet seemingly outdated, technique allowing publishers to optimise their yield. But the waterfall isn’t dead yet: according to Alex Bornyakov (pictured below), CEO, VertaMedia, it needs to become automated to maintain its relevance. Writing exclusively for ExchangeWire, Bornyakov explains, when it comes to video advertising, waterfalls are an important and ever-present part of the buying and selling process and the automation of them will help to iron out the negatives.

    Waterfalls aren’t currently the most fashionable [...]

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  • What the Rio Olympics Can Teach US Marketers About Targeting Sports Fans

    Today (30 August), Digilant released some new online behaviour analysis on US sports fans of the Rio Olympics. The research shows that not all Olympics sports fans are created equal. For any marketer looking for targeting success, and maximum engagement during a major sporting event, it’s not enough to assume that some high-quality creative related to sports will alone achieve the intended objective. Digilant’s data analysis shows the attitudes and behaviours of online consumers can influence their sporting interests and [...]

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