Latest Stories

• The Out-Dated Notion of Branding vs Performance

  11 years ago News

  

  Advertisers, and the marketing campaigns they execute, are often categorised as either branding or performance, with completely different strategies and objectives. Giles Goodwin (pictured below), CEO, Flite, speaks to ExchangeWire about how marketing shouldn't be viewed so parochially as branding [...]

• Hand Expands to Americas; Nielsen & Gfk to Launch Cross-media Measurement Platform in Brazil

  11 years ago News

  

  This week’s LATAM Roundup brings you details of Hands Mobile Advertising expansion into other countries beyond Brazil in the Americas; Nielsen and Gfk announce partnership in Brazil to launch a measurement platform in the country; and more numbers about Brazilian [...]

• EU General Data Protection Regulation: What You Need To Know (Part 1)

  11 years ago News

  

  In the first of a series of pieces, ExchangeWire explores the new EU General Data Protection Regulation (GDPR). With contributions from leading industry experts, to understand the details of this new regulation, this series investigates what it means for businesses [...]

• AppNexus Outstream Video Exchange: Q&A with Eric Hoffert, SVP Video Technology, AppNexus

  11 years ago News

  

  AppNexus's outstream video has been launched for buyers and is four weeks into closed testing for publishers. Eric Hoffert (pictured below), SVP of video technology, AppNexus, speaks to ExchangeWire about the open exchange approach for outstream, viewability and engagement rates [...]

• Google Launches Analytics 360 Suite; Sky Go Linear Partners with Yospace

  11 years ago News

  

  ExchangeWire rounds up some of the biggest stories in the European digital advertising space. In this week’s edition: Google Analytics 360 Suite; Live ad insertion for Sky Go Linear; Rubicon Project and Mediaocean partner up; M&C Saatchi Mobile use Drawbridge; and [...]

• Deliver the Promise of Programmatic: Q&A with Tom Bowman, CEO, Intelligent Optimisations

  11 years ago News

  

  Tom Bowman (pictured below) is certainly no stranger to the advertising world, with eight years under his belt at BBC Advertising and a decade at Microsoft prior to that. In an interesting move, Bowman has hung up his publisher hat, [...]

• Audience Profiling: Time to Ditch the Stereotypes

  11 years ago News

  

  The way in which audiences are profiled and defined across advertising channels stems back from a legacy within traditional media; which allowed advertisers to easily translate their marketing objectives to relevant ad delivery. Stephen Upstone (pictured below), CEO and founder, LoopMe, [...]

• Mobile Video Plays on the Rise; Viewability Affects Ad Effectiveness

  11 years ago News

  

  ExchangeWire Research’s weekly roundup brings you up-to-date research findings from around the world, with additional insight provided by Rebecca Muir, head of research and analysis, ExchangeWire. In this week’s edition: Mobile video on the rise; Ad effectiveness increases with viewability; [...]

• Paving the Way for Native Content That Pays

  11 years ago News

  

  From difficulties in defining it to concerns over clickbait, native advertising has generated a lot of conversation yet not always a huge amount of trust. But now its teething period is over, at least in the premium content recommendation space. Stephanie [...]

• AU Ad Spend Climbs to AUD$5.9bn; Video Ads More Likely to Move SEA Viewers

  11 years ago News

  

  In this weekly segment, ExchangeWire sums up key industry updates on ad tech from around the Asia-Pacific region – and in this edition: AU ad spend climbs to AUD$5.9bn; Video ads more likely to move SEA viewers; Data Alliance eyes [...]