Amid the cacophony of noise surrounding header bidding at the moment, it’s hard to remember a time when ad tech panels would debate the pros and cons of a deterministic rather than probabilistic ID, and the merits of leveraging a ‘Device Graph’, writes ad tech consultant, Paul Gubbins (pictured below), exclusively for ExchangeWire. Today, we are more likely to be mooting client- versus server-side header bidding and all longing for the utopia of sell-side vendor interoperability.
It is that time of year. A time to reflect on the progress of 2016 and to predict developments to occur in 2017. Like our appetites when approaching a buffet line at CES, we tend to over-predict the capabilities which the industry will bring from concept to fruition in the following 12-months (2012 was deemed the Year of Mobile – like every single year since then). Writing exclusively for ExchangeWire, David de Jong (pictured below), CEO and co-founder, Screen6, reflects on [...]
The correct approach to targeting and attribution modelling divides the industry, with buyers pushing for deterministic solutions and sellers promoting the virtues of probabilistic data. What role can the common, yet less publicised, account-based marketing methodologies play in targeting and attribution? Speaking exclusively with ExchangeWire, Ray Kingman (pictured below), founder and CEO, Semcasting. explains.
ExchangeWire: Cookie-based modelling seems to be falling out of favour with many advertisers. Why is this the case?
Ray Kingman: Marketers have learned a lot about digital marketing tactics [...]