DEEP DIVE
Contextual Advertising: AI's Answer to a Cookieless World
in Deep Dive
Over the last 30 years, the digital advertising landscape has evolved immeasurably. Having adapted to audience responses to become much more targeted towards consumers, the industry has come a long way from its origins, where simple banner ads were seen as the most effective way to target audiences. Since then, we’ve witnessed the introduction of pop-up ads, ad blockers, in-image formats and even social media advertising. Times undoubtedly change, but so too have the tactics deployed by advertisers. Seedtag has produced [...]
Over the last 30 years, the digital advertising landscape has evolved immeasurably. [...]
ExchangeWire Industry Review: Reframing the Future
in Deep Dive
What happens when the biggest platforms in the marketing industry implement the strictest privacy controls ever seen? Chaos and carnage? End of days? No, it’s none of these. Instead of tilting furiously at the windmill, think about this transition to a privacy-first environment as an opportunity to recalibrate, and to prioritise the consumer, rather than the apocalyptic end of advertising and marketing as we know it. Over the past few months, I have been writing a series of articles outlining [...]
What happens when the biggest platforms in the marketing industry implement the [...]
The NeOO Difference - Technology That Drives Revenue
in Deep Dive
In 2020 Nexta.io, the sales activation platform for publishers and classifieds, launched the Nexta Omnichannel Optimisation engine (or NeOO). NeOO is an AI-driven engine that was specifically developed to help advertisers make full use of the spectrum of digital marketing solutions in an easy, automated, and optimised way. Nexta’s AI-driven solution distributes advertisers’ budgets across digital marketing channels (such as Google, Facebook, and display) to unlock their campaigns’ full potential and increase their ROIs, and help publishers with their SMB clients’ [...]
In 2020 Nexta.io, the sales activation platform for publishers and classifieds, launched [...]
The Present and the Future of Audience Addressability
in Deep Dive
One year after Google’s bombshell cookie announcement in January 2020, and the pursuit of solutions that target consumers in an effective, privacy-conscious (and compliant) manner is well underway. With rival browsers Safari and Firefox having blocked third-party cookies ahead of Chrome, and Apple’s controversial decision to cease supporting ID for Advertisers (IDFA) on iOS, the pressure to develop and implement ways of serving relevant ads to specific audiences has been keenly felt by advertisers. Key to these new techniques is being able [...]
One year after Google’s bombshell cookie announcement in January 2020, and the [...]
Out-Evolving Ad Fraud: How Ad Tech Can Tackle Current and Emerging Threats
in Deep Dive
Over the last couple of decades, digital marketing has become the lifeblood of virtually every marketing organisation in the world. But the speed of innovation and development of new marketing techniques has left openings for fraudsters to swoop in to try and capture a piece of the enormous spend. The unfortunate truth is that many aspects of digital marketing have been pervaded with fraud. With the internet came new opportunities for advertising, and with new opportunities for advertising came new opportunities [...]
Over the last couple of decades, digital marketing has become the lifeblood [...]
The Anonymous Web: Why We’re all Wrong About the Future of Advertising
in Deep Dive
Advertisers have been sold the dream that the future of the internet lies in authentication. But that simply isn’t true. Or, to be more accurate, it’s only about 5% true. To succeed in a post-cookie world, advertisers must look to a future that leverages both the authenticated and anonymous web in order to see all the users that will disappear from view on the open web when Google pulls the plug on third-party tracking cookies. It’s why the future of successful advertising [...]
Advertisers have been sold the dream that the future of the internet [...]
Are You Leveraging the Right ID?
in Deep Dive
According to survey data, ad buyers for brands and agencies are more concerned about the effects of the end of third-party cookies than publishers are. When asked if they were worried about their ability to target ads, 76% of advertisers agreed with this statement compared with 54% of publishers. The stats could be interpreted in a few ways: either publishers have already found an alternative solution to third-party cookie ad personalisation/measurement; are pinning their success on the strength of their own [...]
According to survey data, ad buyers for brands and agencies are more [...]
Transparency in a Complex Ecosystem
in Deep Dive
Most of us today have experienced that unexpected, high priced mobile phone or cable bill. That one where when you really dig into you find the hidden fees, hardware tax, or extra service you don’t remember signing up for. It took a while for many to realise that there are more efficient ways to get the service we want and understand exactly where our money is going. This concept of greater transparency has certainly made its way to programmatic advertising [...]
Most of us today have experienced that unexpected, high priced mobile phone [...]
A Rising Tide of Collaboration Lifts the Programmatic Industry
in Deep Dive
Collaboration has long been a favourite subject of mine and one I believe doesn’t get talked about nearly enough. As we move towards the end of another and particularly strange year, it’s worth pausing for reflection. The programmatic landscape is constantly evolving; however, the open source movement has gathered significant momentum over the last 3 years and is now empowering the independent web to thrive alongside some of the giants of our ecosystem. While impactful, open source solutions didn’t emerge overnight, [...]
Collaboration has long been a favourite subject of mine and one I [...]
Data-Driven Marketing Measurement Strategy Lights the Path to Certainty
in Deep Dive
Marketers hold perhaps the most unique position within a company: unlike other divisions, marketing has a vantage point over the ambitions of its business and the sensitivities and needs of its customers. They act as the bridge between business and audience, singularly positioned to craft output that serves consumers and achieves business goals in equal measure. Therefore, it is no exaggeration to say that marketing insights fuel the success of an entire business. This bodes well for companies with an [...]
Marketers hold perhaps the most unique position within a company: unlike other [...]
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