×
  • The Promise of Cross-Device Attribution

    Cross-device tracking and attribution has been a problem for marketers ever since smartphone and tablet use became mainstream. The conundrum that markets face is how to allocate budget across desktop, tablet, and mobile channels when they cannot calculate ROI accurately. [...]

  • Cross Device & Tomorrow’s Customer Journey: A Blueprint

    In his latest column for ExchangeWire, Gareth Davies (pictured below), founder and CEO, Adbrain, keeps us informed of the evolving trends of cross device and what the future holds for people-based identity. In a recent post for ExchangeWire, I argued the strategic [...]

  • The Measurement Revolution: A Universal User Token for the Web

    The future of measurement is the adoption of a universal user token. A blunt, yet nonetheless accurate, statement that seems to be the consensus across the industry. Are we even remotely close to achieving this? The answer is yes, thanks [...]

  • State of the Nation: Cross-Device & the Move to Identity

    Cross-device marketing has seen significant development over the past 18 months, with developments in technology resulting in improved measurement, yet greater fragmentation due to the proliferation of devices. Gareth Davies (pictured below), CEO, Adbrain writes exclusively for ExchangeWire about the evolution [...]

  • Undertone Partners with Facebook Canvas for Cross-device Retargeting: Q&A with Rob Garber, MD EMEA, Undertone

    High-impact advertising, as the name suggests, is designed to capture user interest by means of interactivity, or just sheer size. Facebook got in on the mobile act, launching Canvas and Undertone recently announced a partnership with them to introduce cross-device [...]

  • Fundamentally, Users Aren't Cookies: Q&A with Ezra Pierce, CEO, Avocet & David de Jong, CEO, Screen6

    With people now almost exclusively cross-device, effective measurement and management of their consumption is crucial. ExchangeWire spoke with Ezra Pierce, co-founder and CEO, Avocet and David de Jong, co-founder and CEO, Screen6 about their partnership, which allows cross-device conversion management [...]

  • Putting Together the Fragments: Recalibrating How Media is Planned & Bought

    With the world of advertising fragmented, Nick Reid (pictured below), UK managing director, TubeMogul, explains to ExchangeWire why fragmentation is a good thing – as long as marketers know how to make the most of it. Being a marketer in today’s fragmented [...]

  • Mobile Device IDs Will Lead in a Converged Media Landscape

    The cookie may not be dead, but with smartphone consumption continually growing, mobile device IDs could reign supreme as the media landscape continues to converge. Leo Giel (pictured below), chief revenue officer, YouAppi, tells ExchangeWire that marketers should not ignore device [...]

  • Forget the 4 P's of Marketing – Today it’s All About the 4 I's

    Can successful digital marketing strategies been borne out of the traditional 4 P's marketing mix? Dominic Dunne (pictured below), managing director, Drawbridge UK tells ExchangeWire that, while the marketing itself hasn't changed, marketers' tactics and capabilities have; and the increased access to data [...]

  • ATS Paris: French Ad Tech is Thriving

    Wednesday 13 April saw the sixth annual ATS Paris event take place, proving yet again that French ad tech truly is alive and well. The day kicked off with Ciaran O’Kane, CEO, ExchangeWire, professing his admiration for the French ad [...]