FCB/SIX's Fern Potter on Reach, a Facebook Break-Up, and Data-Driven Creative
On this week’s episode of the MadTech Podcast, Fern Potter, EVP and global strategy officer at FCB/SIX, joins ExchangeWire’s Rachel Smith and Lindsay Rowntree to discuss the latest news in ad tech and martech. In this episode: – Reach has become the UK’s 4th biggest source of online traffic in the UK. The nation’s largest regional news media group trails only Google, Facebook, and YouTube, and says it expects profits to exceed analysts’ expectations of £122m to land somewhere between £130m and [...]
2021 Predictions: Identity
2020 turned out to be a year like no other, and that was no less the case in the world of ad tech. Triggered by Google’s bombshell announcement that they would stop supporting third-party cookies on their Chrome browser by 2022, identity, and how to approach it, became a primary focus for many. In our first in a series of prediction articles, figures from across the industry tells us what they think 2021 will hold for identity. Universal identifiers will become the [...]
2020 Sees Highest Number of App Downloads; Essence Launches Media Health Check
In today’s ExchangeWire news digest: App Annie reports that 2020 saw the highest number of mobile app downloads on record; Essence launches a new solution for marketers names Essence Media Health Check; and Amazon shutters their Pantry offering to focus on building their core grocery services. Record 218 billion app downloads recorded in 2020 App stores saw 218 billion downloads in 2020, the highest volume ever recorded. This figure comes from App Annie’s annual “State of Mobile” report, which found that the [...]
AlgoriX Launches AlgoriX Studios, Focuses on Midcore-Casual Game Development and Nurturing Indie Devs
AlgoriX, a global independent media and technology company, has launched their mobile gaming division, AlgoriX Studios, which focuses on developing midcore to hyper-casual games for a range of user segments. Since casual games are free-to-play, these are designed with in-app advertising in mind that does not compromise user experience, playing to AlgoriX’s strength by complementing its in-app advertising and monetisation platform, AlgoriX Exchange, and user-acquisition platform AlgoriX Entregar. In addition to producing the company’s own games, AlgoriX Studios will also [...]
Team ExchangeWire on Guinness Atkinson's ETF, Traditional TV, and India’s TikTok Rivals
On this week’s episode of The MadTech Podcast, ExchangeWire’s Rachel Smith and Lindsay Rowntree are joined by ExchangeWire CEO Ciaran O’Kane to discuss the latest news in ad tech and martech. In this episode: – Guinness Atkinson Asset Management has announced the launch of an ad tech and martech-focused exchange traded fund (ETF). The SmartETFs Advertising & Marketing Technology ETF (listed on the New York Stock Exchange as MRAD) is “an actively managed global investment strategy with a fully transparent portfolio” that [...]
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 future that leverages both the authenticated and anonymous web in order to see all the users that will disappear from view on the open web when Google pulls the plug on third-party tracking cookies. It’s why the future of successful advertising [...]
Advertisers have been sold the dream that the future of the internet [...]
Re-Architecting the Mechanisms of Digital Marketing
Trust and transparency have long dogged the ad tech industry, with many welcoming the introduction of tighter data legislation and the overhaul of targeting infrastructure as steps towards achieving a more open and honest space. These changes are not a cure-all, however, and more needs to be done to resolve what is a deeply entrenched issue. In this exclusive article, Jonas Jaanimagi (pictured below), technology lead at IAB Australia, writes about how the industry can rebuild its foundations in order [...]
Redefining ‘Working Media’ Will Change the Supply Path Narrative From ‘Trust’ to ‘Understanding’
In a year that has truly emphasised the value of a budget, finding media that is worth spending on has never been more imperative. With buyers forced to scrutinise their strategies and to recognise the value (or lack thereof) of each element, the pressure to streamline and optimise the supply path has been firmly raised. In this exclusive article, Seun Odeneye (pictured below), managing director of Matterkind UK & Ireland, writes about this heightened concern, and offers his advice on [...]
17 European Ad Tech Companies that Will Have A Big 2021
There are lots of startups emerging from Europe that are addressing measurement and targeting in a privacy-first world. Below I profile 17 European ad tech companies that will have a big 2021, and why you, dear readers, need to keep an eye on them. The 17 cut across the sweet spots of ad tech right now: privacy, ID, context, measurement, emerging channels (gaming mostly), and shopping commerce. 1. Zeotap It’s been a stellar year for Zeotap. The company to date has done [...]
Publishers Know their Audiences Best: Q&A with David Folgueira, Prisma Media
As the walls close in on third-party cookies and regulators increasingly put data practices under the microscope, the ad tech industry has had to find and develop new ways to target audiences whilst upholding their right to privacy. One such solution which is still under development, is Google’s Privacy Sandbox, which will purportedly support targeting through the use of anonymised data. We spoke to David Folgueira (pictured below), deputy executive director at Prisma Media, to find out what he thinks [...]