As international technology companies get ready to head to dmexco in Cologne, Andrea Buzzi, CEO and founder of German communications agency, Frau Wenk+++, underlines the key market specifics for global ad tech companies to consider when entering the German market.

With a population of more than 80 million people, Germany is Europe’s largest market by some margin. It’s therefore not surprising that companies from abroad strive to enter and conquer this country. Tech companies in particular have an eye on [...]

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Today’s marketing leaders face huge challenges. Overwhelmed by data, marketers need to move faster than ever to keep up with the pace of change; and they need to show results that have real business impact, writes Guillaume Roques, EMEA CMO, Salesforce, exclusively for ExchangeWire. 

The good news is that every aspect of this increasingly complex role will be extensively discussed at dmexco this year – it’s a great way for the digital marketing industry to collectively learn from each other and [...]

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Artificial intelligence continues to evolve as it finds new ways to learn and function, including tackling the subject of creativity. Next on the machine-learning list: computer-generated imagery. As Olga Egorsheva, CEO and co-founder, Lobster, explains, AI could have a greater role to play in freedom of creativity than you could imagine.

AI’s relationship with creativity has always been a curious one. Can machine learning truly equal the human mind when it comes to expressing creativity? Perhaps some of the answers can [...]

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In an industry based on data and real-time analysis, data scientists are the interpreters of complex variables that determine the outcome of advertising campaigns. Catherine Williams (pictured below), chief data scientist, AppNexus, talks about the role of data science in ad tech – and the importance of nurturing new talent for the industry as a whole.

ExchangeWire: Are data scientists being replaced by machine learning?

Catherine Williams: No, on the contrary, data scientists are required in order to produce viable machine learning. [...]

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Data-driven marketing and machine learning often are touted as helping advertisers reach audiences more accurately; but human judgement still is needed to tell the story that connects customers.

This approach helped power AirAsia’s campaigns, according to Kuo Chia-Fang, Oath’s Asia-Pacific media solutions senior director. The low-cost airline worked with Yahoo last year to roll out a campaign that aimed to create awareness of its flight network, frequencies, and ancillary services such as in-flight meal, hot seats, and baggage. It also wanted [...]

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‘Blockchain’ is coming up more often in the world of ad tech, an industry that loves their buzzwords. But is there any validity to blockchain’s use in advertising? Writing exclusively for ExchangeWire, Jeffrey Seah, board member, Gravity4, talks about how blockchain is already being used in other industries, and how it has the possibility of combating ad tech’s ad fraud and transparency issues.

The term ‘blockchain’, and the ground-breaking theory behind its technology, was first propelled into the spotlight in [...]

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A new era of enhanced online privacy is around the bend. The General Data Protection Regulation (GDPR), an update to the 95 Privacy Directive, which is currently the law throughout the EU, will explicitly hold accountable any marketer that ‘utilises online identifiers’ such as cookies, email address, IP addresses, etc., that are considered personal data under GDPR. And while most will view GDPR as an EU-only issue, it will have a widespread impact on all of marketing and ad tech [...]

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