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 within a DSP and how the industry can tackle the cross-device challenge.
ExchangeWire: Screen6, a cross-device platform that operates relatively under the radar partnering with Avocet, a relatively new DSP in the market – how did the partnership come [...]
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 world sometimes feels like playing a video game. After every level you manage to pass, some new, dark challenge appears, costing a life and bringing you one step closer to ‘Game Over’.
In the marketing world, fragmentation is the real-life equivalent [...]
Ahead of his participation in a panel discussion on making data the key to programmatic success at ATS Paris tomorrow, ExchangeWire hears from Benoît Cochet (pictured below), director EMEA audience advertising & programmatic sales, Yahoo, who explains that marketers can’t be effective without a mobile strategy and describes how Yahoo is trying to help marketers achieve their cross-device goals.
The booming use of mobile transforms the customer experience and conversion funnel. To improve performance, advertising campaigns should increasingly be cross-device. This is [...]
With ATS Paris nearing ever closer, ExchangeWire hears from the upcoming event speakers, to give a flavour of what to expect on the day. Here, ExchangeWire speaks with Jakob Bak, CTO and co-founder, Adform, and Anthony Rhind, CSO, Adform (both pictured below), about that elusive challenge of bridging the cross-device gap, ahead of Rhind’s participation in a panel discussion covering just that in Paris on Wednesday.
The ATS Paris panel dedicated to cross-device is arguably the most important for the endurance of [...]
The term ‘moment marketing’ is common parlance among ad tech vendors and advertisers wanting to capture consumer attention at a specific moment in time, where something within the offline environment triggers an online action. As TVTY, which originally coined the phrase, put it in a recently released moment marketing whitepaper: “[It] instantly connects online advertising to what’s going on in the offline world. It’s about connecting with people at the key moments when they reach for their smartphone or laptop [...]
Today, consumers bounce from screen to screen, publisher to publisher, and advertisers are on a mission to try to keep up. Many cross-screen technology companies have emerged over the last few years, each offering solutions for advertisers to manage their advertising across multiple screens. However, few seem to hit the mark and the cross-screen landscape remains fragmented and highly competitive. In May 2014, Ross McCray and Dave Gullo co-founded VideoAmp to disrupt the cross-screen technology landscape with USD$2.2m in seed [...]
A real change is at hand when it comes to understanding mobile audiences, and we’re only really beginning to understand the effect that mobile devices are having on consumer buying habits. This is what Forrester recently named “The Mobile Mind Shift” in a new book, which they define as “the expectation [in consumers] that I can get what I want in my immediate context and moments of need.” With this level of immediacy, and with an average of three [...]
Digital Video and TV advertising are hot topics at the moment, with marketers striving to lead the way and reap the rewards of being an early adopter. However, with consumer behaviour changing so rapidly this is a sprint race where those who can apply the learnings from TV into digital video, and vice versa, will be the ultimate winners. Sarah Lawson Johnston, managing director Europe, Mediaocean, speaks exclusively to ExchangeWire:
It won’t surprise anyone that media consumption is moving towards a [...]