Personalisation is on the tip of every marketer’s tongue – cited by almost half (42%) as a top priority – and they’re increasingly looking to geolocation data for the insight needed to achieve it, writes Paul Maraviglia, general manager, Europe, MaxPoint, exclusively for ExchangeWire.
This isn’t surprising: the ability to pinpoint and trace an individual’s location can provide a valuable window into consumer activities, preferences and, crucially, their shopping habits.
But, while the utility of geolocation data as a basis [...]
ExchangeWire bündelt die wichtigsten Nachrichten aus der Region DACH. Diese Woche: Europäisches Medienbündnis „European Broadcaster Exchange“; Deutsche Adblocker-Rate in Q1 gestiegen; und Smaato und DoubleClick bauen Partnerschaft aus.ProsiebenSat1 schmiedet europäisches Medienbündnis
Die Sendergruppe ProSiebenSat1 will mit europäischen Partnersendern zusammenarbeiten, um ein Joint Venture für Videokampagnen zu gründen. Als Reaktion auf die Dominanz der US-Werbekonzerne auch auf dem deutschen Markt, bilden die Medienkonzerne ProSiebenSat.1, TF1 und Mediaset den „European Broadcaster Exchange“ (EBX), der Werbetreibenden europaweite, programmatische Videokampagnen zur Verfügung stellen soll.
Als Teil der Video-Allianz [...]
To Successfully Implement Ad Tech & Martech, Management Basics Are Critical: Q&A with Tommy Foo, Grab
In the second of a series of interviews with APAC marketers in the run up to ATS Singapore next month, Wendy Hogan, marketing transformation and strategy director, APAC, Oracle, speaks with Tommy Foo (both pictured), who heads up driver marketing campaigns and operations regionally at Grab, Southeast Asia’s leading ride-hailing and mobile payments platform. Grab solves critical transportation challenges to make transport freedom a reality for 620 million people in Southeast Asia. Its core product platform includes transport solutions for drivers [...]
In the face of the Google and Facebook duopoly and squeezed margins, which models will survive?
If you believe every ad tech naysayer in the industry, you will think ad tech is on its last legs. Many people see Facebook and Google growing disproportionately to the rest of the industry and, as a result, think they are ultimately unstoppable. It’s a fair point. Their growth cannot be denied, but on closer examination it’s [...]
Temperatures are soaring and tech specialists from across the globe are descending on the French Riviera; it’s Cannes Lions time again. To avoid wilting in the heat and make the most of this colossal networking opportunity, all visitors – especially first-timers – would do well to take some advice from some seasoned Cannes veterans.Set yourself up for the day…
With meetings, networking, and what will seem like endless traipsing from one location to another (and back again), you’ll need to make [...]
At ExchangeWire Live New York back in March, Ciaran O'Kane, CEO, ExchangeWire moderated a heated and contentious discussion about the place of ad tech in the ecosystem and how it can survive against the Google and Facebook duopoly. The panel featured Ari Paparo, CEO, Beeswax; Jason Kint, CEO of Digital Content Next and Yieldbot co-founder and CEO; and Google and Facebook advocate, Jonathan Mendez.
In this episode you will find out:
- Could Netflix turn the duopoly into [...]
If you can’t measure it, you can’t manage it. This concept is pretty basal when it comes to organisational strategy. Unfortunately, when you apply this logic to the digital media supply chain, it becomes clear the entire system has become virtually unmanageable, writes Michael Barrett, president and CEO, Rubicon Project, exclusively for ExchangeWire.
We see this in the growing frustration among marketers and advertisers. We see it in the public call for digital publishers to be more accountable for the [...]
What do we really mean when we talk about AI? ExchangeWire speaks with Sophie Light-Wilkinson, senior director of marketing, Rocket Fuel, about how AI transcends everyday lives and what it is doing for the future of programmatic marketing.ExchangeWire: As consumers are becoming more and more aware of AI, what is their general attitude towards it?
Sophie Light-Wilkinson: While the phrase ‘artificial intelligence’ may prompt fear in some people’s minds – perhaps preconditioned by Hollywood and sci-fi dramatisations of malevolent robots – [...]
The rumour of ad blocking killing the advertising industry has never come to fruition; but it certainly continues the conversation about the need and want for it by consumers. Bad website experiences, poor technology, and subpar advertising, leads to the use of ad-blocking tools, which in turn inhibits publishers from monetising their site, and advertisers from not being successful. Stuart MacDougall (pictured below), CTO, SourceKnowlege, explains how ad blocking affects the overall industry and the standards that should be put [...]
The US market might be proving difficult to crack for dodgy Baywatch remakes, but for ad tech CEOs it’s a clear winner. That was one of the major takeaways from FastPay’s breakfast roundtable event, ‘Scaling a Digital Media Business’. As access to capital becomes increasingly difficult, financial management for ad tech and martech businesses needs a rethink. This is why we decided to bring together a selection of ad tech founders, with one VC thrown in for good measure, to [...]