DEEP DIVE

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  Transparency in a Complex Ecosystem

  6 days ago 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 [...]

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  A Rising Tide of Collaboration Lifts the Programmatic Industry

  4 weeks ago 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 [...]

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  Data-Driven Marketing Measurement Strategy Lights the Path to Certainty

  4 months ago 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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  The Future is Mobile - So, How Can Brands Harness It?

  5 months ago in Deep Dive

  Whilst COVID-19 has wreaked havoc on much of the ad industry, certain channels have been able to ride the storm, experiencing a newfound boost or seeing pre-existing upticks accelerating. Mobile falls into the latter category: whilst global stay-at-home measures have made mobile phones the companion of many consumers, average time spent on mobile and app usage have been on the rise for quite some time. With a larger audience and higher usage levels, mobile and in-app advertising have become fertile grounds [...]

  Whilst COVID-19 has wreaked havoc on much of the ad industry, certain [...]

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  The Best Channel for Brands is Mobile Gaming — But Do They Know That?

  10 months ago in Deep Dive

  While the challenges for publishers have never been greater, this is also true of the opportunities. For starters, the phasing out of the third-party cookie is set to benefit all parties with access to first-party data assets, which publishers have already amassed through logins and subscribers. Utility publishers, with savvy content divisions alongside modern technological products and digital storefronts, are already gaining impressive footholds in global industries. Moreover, a swathe of developing marketing channels, such as in-app, gaming, and out-of-home, are [...]

  While the challenges for publishers have never been greater, this is also [...]

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