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APAC Advertisers Must Reduce Reliance On Third-Party Data
Third-party data can be months outdated and irrelevant to the actual target audience, but brands in the Asia-Pacific still turn to these datasets religiously, when they should be working with first-party data instead. In this week's Q&A, ExchangeWire chats with [...]
OpenX Overtakes Google at Top of 'Trust Index'
OpenX has overtaken Google as the most trusted inventory source, according to figures released this week, as the latter of the pairing aims to underline its leadership in the industry’s fight against dishonest players. The claims were made in the latest [...]
Can You See Me Now?
Dave Hendricks, LiveIntent president, reflects on the AOL/Verizon merger and predicts the rise of such deals will herald the end of probabilistic targeting. If you are old enough, or an aficionado of board games, you might have heard of Battleship. This staple of [...]
Ad Tech: Not Even the Beginning of the End
The Echo Chamber is a regular column, penned by Ciaran O’Kane, on all things ad tech, martech, and programmatic. Advertising technology is dead, don't you know? A recent post in Techcrunch told us excitedly that ad tech has had its day, [...]
Confusion Reigns Over Data Protection
UK marketers are uneasy with how third-parties, including media agencies and tech providers, treat their data, and are largely in the dark as to who is ultimately responsible for implementing data privacy rules, despite upcoming data protection reform across the [...]
AOL Buy Heralds Telco Stack War; Transparency Takes Top-Billing
In this week’s ExchangeWire Weekly European Roundup: Verizon buys AOL for $4.4bn in latest round of operator entry to ad tech; UK retargeting company Tapad clinches $18m funding round; Concerted drive on transparency; Rubicon Project courts SMEs; Tate Modern goes [...]
TubeMogul-Site Tour Deal Integrates Out-Of-Home, Video Ads; Most HK Advertisers Unhappy with Cross-Channel Campaigns
In this weekly segment, ExchangeWire sums up the key industry updates on ad tech from around the region – and in this week's edition: TubeMogul-Site Tour deal integrates out-of-home, video ads; Most HK advertisers unhappy with cross-channel campaigns; Shoppers want [...]
Location Data Tells More About Consumers Than Their Whereabouts
Improving the accuracy of location data not only provides for better campaigns, it can also offer richer insights into buyer intent based on the places consumers visit. Most location-based marketing initiatives target consumers in real-time based on where they are during [...]
UK Tops Viewability League
The UK is the leading market when it comes to ad viewability, according to numbers released today from advertising software firm TubeMogul, which has also released figures detailing the state of programmatic advertising in emerging markets for the first time. The [...]
Are Your Video Ads Making an Impression?; Annual Global Advertising Spend on Mobile Devices is Expected to Reach $105bn by 2019
ExchangeWire Research’s weekly roundup brings you up-to-date research findings from around the world, with additional insight provided by Rebecca Muir, ExchangeWire, head of research and analysis. In this week’s edition: Are your video ads making an impression?; Annual global advertising spend [...]
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