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DEEP DIVE

  • Multi-Channel Advertising: The Path to Marketing Success

    in Deep Dive

    Change, something which has arguably always been at the centre of the advertising industry, has been more dramatic in recent years. The impending death of the third-party cookie has meant that marketers and tech vendors have had to reassess how [...]

    Change, something which has arguably always been at the centre of the [...]

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  • Privacy and Efficacy – a Case for Returning to One-to-Many Targeting

    in Deep Dive

    The sunsetting of third-party cookies adds a new dimension to advertising’s age-old question: how do I reach my target audience? It also complicates a central consideration to resolving this question – the collection, analysis, and application of users’ data.  Many in [...]

    The sunsetting of third-party cookies adds a new dimension to advertising’s age-old [...]

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  • Deep Dive: Advertising Resource Management

    in Deep Dive

    ARM is like ERP for the advertising industry: a strategic necessity in orchestrating and automating processes to cut spend and boost impact. The advertising landscape is more complicated today than it has ever been. Advertisers have been forced to adapt to [...]

    ARM is like ERP for the advertising industry: a strategic necessity in [...]

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  • Deep Dive: a Guide to Environmental Sustainability in Digital Advertising

    in Deep Dive

    When it comes to evaluating sources of carbon emissions, we usually think about oil companies, the car industry, airlines, or any large factories emitting a big volume of smoke. But did you know that the Internet emits the same volume [...]

    When it comes to evaluating sources of carbon emissions, we usually think [...]

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  • ExchangeWire Industry Review 2022: Moving Away from Legacy Infrastructure

    in Deep Dive

    Our industry is in a state of flux. From regulatory oversight, to increased platform privacy functionality, to the proliferation of the walled garden, the entire ecosystem is still trying to get to grips with a rapidly changing media and marketing [...]

    Our industry is in a state of flux. From regulatory oversight, to [...]

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  • The Evolution of Gaming: Why Modern Marketers Need to Embrace Gaming as a Channel 

    in Deep Dive

    In the last few years, consumers globally have looked to mobile gaming to provide fun and entertainment, often while stuck at home. However, the adoption of mobile gaming into their everyday routine has grown to become the norm for many [...]

    In the last few years, consumers globally have looked to mobile gaming [...]

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  • The Perfect Storm for Change: Web 3 and the Future of Programmatic

    in Deep Dive

    The internet’s first advert was served in 1994; this banner ad went live on hotwired.com, reading “have you ever clicked your mouse right here? You will”. This campaign spoke to the technological advancements ahead and the highly anticipated and limitless [...]

    The internet’s first advert was served in 1994; this banner ad went [...]

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  • The Future of Contextual Targeting

    in Deep Dive

    The deprecation of third-party cookies affects all aspects of programmatic ad buying as we have known  it – personalisation, audience targeting, tracking and measurement, frequency capping, and more. As such,  the advertising world has had to rapidly adapt. Whilst some [...]

    The deprecation of third-party cookies affects all aspects of programmatic ad buying [...]

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  • The Future of Programmatic will be Curated

    in Deep Dive

    The world of digital advertising has changed dramatically in the last decade. Not so long ago, deals were done with telephone calls, shaken hands, and manual insertion orders. But, with the advent of programmatic advertising and RTB, the supply chain connecting [...]

    The world of digital advertising has changed dramatically in the last decade. Not [...]

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  • Data-Driven TV Media Buying Solutions: A Brighter Future for Broadcasters, Agencies, and Brands

    in Deep Dive

    Identity deprecation. Digitised linear ad breaks. Ever-growing Internet giants. The proliferation of streaming services. A global pandemic. Four trends — and one life-changing experience — that have messily collided over the past eighteen months, bringing advertisers and media owners to [...]

    Identity deprecation. Digitised linear ad breaks. Ever-growing Internet giants. The proliferation of [...]

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