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 [...]

Can there be too much personalisation? Conor Shaw (pictured below), EMEA MD, Marketo argues that now the 'segment of one' can truly exist, we could run the risk of making marketing too predictable. Shaw writes exclusively for ExchangeWire to argue that, [...]

Do marketers know what their consumers really want? If they think they do, on what are they basing this knowledge? With so many fragments of customer data, can a brand really be certain of the intent of its consumers? Tom Bowman [...]

Retargeting is often viewed as a dirty word in the digital advertising industry. From annoyance with receiving ads for already purchased products on the consumer side, to opinions that it devalues display advertising on the industry side, retargeting has popularity issues. [...]

Programmatic advertising, and the data gleaned from it, are invaluable in the process of building out a profile of an individual. However, as Tom Blacksell (pictured below), managing director of decision analytics and marketing services, Experian argues, it doesn't necessarily [...]

We all know that companies are embracing programmatic in order to better connect with consumers online. The growth in use of programmatic has been well documented, and is showing no signs of slowing. However, Bruce Falck (pictured below), CEO, Turn, tells ExchangeWire that [...]

People-based marketing – the ability to recognise a person based on deterministic, as opposed to probabilistic methods – is touted, across the industry, as the evolution of audience targeting. Where did it start and how does it work in practice? ExchangeWire speak [...]

Attribution is a term that means all things to all people; but its complexity is often misunderstood. In this feature, ExchangeWire speak with Paolo Gaudiano (pictured below), founder and CEO, Infomous, and attribution expert in his capacity as board member of attribution [...]

Data-driven targeting is an extremely effective way to achieve marketing objectives. However, is it causing marketers to limit their reach, to a point where they're losing out on hitting their KPIs? Lisa Menaldo (pictured below), managing director UK, Sublime Skinz, [...]

Audience segmentations within DMPs are not afforded the same level of verification or validation as exists across brand safety, quality of inventory, or demographic targeting. However, accountability for the veracity and performance characteristics of DMP audiences should be as important [...]