It’s pretty obvious advertising is reaching the next level – AI, VR, AR, and countless other acronyms, showcase advertising capabilities nobody ever thought possible. Enter The Weather Company and Watson Ads. Watson Ads doesn’t just answer a posed question, it learns and adapts answers based on a number of factors, to deliver a personal experience. ExchangeWire speak with Jeremy Steinberg (pictured below), global head of sales, The Weather Company, an IBM Business, about the practical use cases of Watson Ads in [...]
Ask the industry what we can expect to see at dmexco this year and how the industry has developed, then sit back and let the opinions flood in. ExchangeWire hear from a plethora of industry experts and from the wide range of predictions and opinions, it looks set to be another great dmexco event.
“This year at dmexco we’re expecting there to be a lot more talk around people-based marketing, the practice of advertising to real people online, rather than cookies. The [...]
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 provide an accurate representation of an individual, in isolation. Here, Blacksell explains to ExchangeWire the importance and of offline insights, with programmatic only providing one piece of the puzzle.
We are all now well aware of the value [...]
Viewability is the topic that refuses to go away. Despite automation and standardisation, discrepancies are still vast. In this piece, exclusive to ExchangeWire, Sebastian Schindler, Insight Manager at InSkin Media (pictured) and Steve Doyle, CCO, discuss how the industry should approach fixing today’s broken model.
The starting point for this piece was getting a handful of different viewability measurement vendors to measure the viewability of our non-standard ad formats – despite all being confident of their accuracy, the results ranged from a staggering [...]
The consumer journey is no longer a single pathway from awareness through consideration to conversion. In this piece, Ben Sidebottom, director, solution architecture, Visual IQ (pictured) discusses how modern-day consumers draw information about brands from a greater number of sources than ever before, encountering online and offline touchpoints, traversing a range of channels such as TV, print, social, and search. Users are also utilising numerous platforms, from smartphones and tablets, to laptops and desktops. This labyrinth of touchpoints equates to an infinite [...]