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DEEP DIVE

  • Data Infrastructure Review

    ExchangeWire Data Infrastructure Review

    in Deep Dive

    The data-driven marketing data stack is a complex stew of TLAs and overlapping technology. From a publisher and marketer perspective it can be difficult to discern what technology matters most for day-to-day functions. At a high level, there are [...]

    The data-driven marketing data stack is a complex stew of TLAs and [...]

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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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  • An In-Depth Look at In-Game Mobile Advertising

    in Deep Dive

    According to App Annie’s 2021 State of Mobile Report, mobile gaming grew 20% year over year in 2020 in both users and total consumer spend. But that jump has not yet translated to an increase in mobile marketers’ media spend [...]

    According to App Annie’s 2021 State of Mobile Report, mobile gaming grew [...]

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  • 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 [...]

    Over the last 30 years, the digital advertising landscape has evolved immeasurably. [...]

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  • 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 [...]

    What happens when the biggest platforms in the marketing industry implement the [...]

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  • 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 2020 Nexta.io, the sales activation platform for publishers and classifieds, launched [...]

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  • 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, [...]

    One year after Google’s bombshell cookie announcement in January 2020, and the [...]

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  • 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 [...]

    Over the last couple of decades, digital marketing has become the lifeblood [...]

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  • 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 [...]

    Advertisers have been sold the dream that the future of the internet [...]

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  • 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 [...]

    According to survey data, ad buyers for brands and agencies are more [...]

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