ExchangeWire rounds up some of the biggest stories in the European digital advertising space. In this week’s edition: UK Q1 2018 Ad Spend Beats Forecast; Partnership Between FreeWheel & Integral Ad Science; New Footfall Tracking Capabilities by mediasmart; Cedato Introduces Contextual Lookalike Targeting; and Tapjoy & Winclap Partner. UK Q1 2018 Ad Spend Beats Forecast The first quarter of 2018 has been the strongest first quarter, in terms of ad spend in the UK, for three years. According to the latest Advertising Association/WARC [...]

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Having done a number of Road to ATS video segments, panels, and op-eds on the future of the service layer of late, I am reminded of just how complex media buying is at a global scale. There is a common misconception that programmatic has made in-housing easier for brands. Some marketers think the algo can now do all the heavy lifting, making activation an easy process. So, why bother to work with an agency or third party?

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Why is engaging with customers through digital marketing comparable to online dating? Writing exclusively for ExchangeWire, Tom Byrne, SVP agency services, Merkle EMEA, explains that it’s all about meaningful relationships. Today’s always-on digital world has affected our lives in a multitude of ways. One of which is how we find love. With the plethora of online dating websites and apps now available, it’s becoming increasingly difficult to master the digital minefield of love. But what inspires us to make that right swipe or [...]

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Despite the rise of e-commerce marketplaces, traditional retail players still can compete successfully if they have the right tools to better target consumers in the physical realm. This is where Singapore startup WhereIsWhere hopes to step in and offer location-based services, which it says will plug a critical hole in the industry and arm brick-and-mortar retailers with the ability to engage potential customers. CEO and founder Terence Mak said: “We want to be the game-changer for bricks.” Noting that these businesses never really [...]

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Awareness campaigns are a critical tool for new and established brands alike. The focus of these campaigns isn’t immediate click throughs and conversions; instead, it is on building brand recognition and consumer retention. Traditional awareness campaigns might include TV advertising or print media. While these avenues put information in front of thousands, it can be nearly impossible to track direct ROI, writes Sandor Jones (pictured below), product marketing manager, YouAppi, exclusively for TheGamingEconomy. The same can be said of rewarded video; [...]

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Today, using location data as part of ad campaigns is the norm for most retailers – and for good reason. Not only does it enable them to build location-informed audiences, but also to target consumers with the right message, at the right location, and the right time, as well as to measure the effectiveness of their advertising at driving consumers in-store. In this piece for RetailTechNews, Mark Slade, CEO, Location Sciences, explains that, despite this, we are acutely aware that [...]

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