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DEEP DIVE

  • 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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  • 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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  • 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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