• OpenX's Caleb Sotelo on Bringing Back Control & Visibility to Publishers

    At ExchangeWire Live NYC on 22 March, Caleb Sotelo, director of labs and staff engineer at OpenX, took to the stage to deliver a keynote speech on how OpenX are looking to bring back control and visibility to publishers.

    If you haven’t heard of it, OpenX Labs has the sole purpose of creating innovative products in ad technology. Sotelo walked the audience through their latest project; the Ad Footprint Chrome extension, explaining why the Labs team designed it, how publishers [...]

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  • How Server-to-Server Header Bidding Builds a Better Marketplace

    In the age of ad fraud and fake news, trust and transparency in the marketplace are more important than ever. Nigel Gilbert, VP Strategic Development EMEA, AppNexus (pictured below) argues for moving header bidding server-side, as it helps building trustful relationships between buyers and sellers.

    The News Media Association (NMA) recently called on Google to take action to combat the spread of fake news and the “chronic lack of transparency” in digital advertising. The move by the NMA reflects the growing [...]

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  • Attribution Means a Nuanced Understanding of Channel Impact: Q&A with Manu Mathew, Visual IQ

    In a world with so many online and offline touchpoints, and disparate data sources, it’s challenging for marketers to recognise the same users. So how do they overcome this? ExchangeWire speak exclusively with Manu Mathew, co-founder and CEO, Visual IQ, about how marketers can adopt attribution techniques, regardless of budget, and how sophisticated marketers use data mining to uncover new optimisation opportunities.

    ExchangeWire: There is much vocalisation in the marketer universe about the adoption of more sophisticated measurement solutions. But, the [...]

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  • APAC Marketers Must Differentiate in Programmatic Landscape

    In a market democratised by programmatic, brands in Asia-Pacific must be able to stand above the crowd and not have a myopic view of the digital landscape.

    Programmatic had levelled the playing field and created a space in which even multibillion dollar brands competed with mom-and-pop stores. This meant that marketers would need to work harder to differentiate themselves, said Sanchit Sanga, Mindshare’s Asia-Pacific chief digital officer.

    “To win in this scenario, you’ll need to have much better data strategies in [...]

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  • Data & Creative Not Far Advanced Among All Agencies & Brands: Q&A with Michael Andrew, AKQA

    The long-fabled dream of digital advertising and, arguably, a fundamental step to achieving the promise of programmatic, is the effective combination of creative and data. So, why are there so many sticking points and how do you become unstuck? ExchangeWire speak exclusively with Michael Andrew (pictured below), GM, data science, AKQA, about what combining data and creative actually looks like and how we can join the two harmoniously.

    ExchangeWire: When we talk about combining creative and data, what do we [...]

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  • What’s in a Word? How Linguistics Can Transform Digital Advertising

    Speed, scale, and mass targeting — it’s not hard to see why the lure of programmatic benefits has led digital advertising to become an industry defined by data. But, as Giovanni Strocchi (pictured below), CEO of ADmantX, writes, such a one-track approach has its shortcomings.

    “Without knowing the force of words, it is impossible to know more.” – Confucius

    By focusing almost exclusively on data-driven automation, the industry has neglected two key areas: semantics and context. And this oversight has created multiple issues, [...]

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  • Honesty Was the Best Policy at ExchangeWire Live NYC

    The rise of digital advertising consultancies is definitely a threat and something GroupM are taking seriously, according to Brian Lesser, the company’s North America CEO. Opening ExchangeWire Live in New York city in a fireside chat with ExchangeWire CEO Ciaran O’Kane, Lesser said, however, that they don’t cross paths with these consultancies as often as the industry would have you believe.

    He doesn’t hold their strategies of wanting to offer additional value at the top of the chain (and help [...]

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  • Succeeding in Today's Digital Publishing World: How to Set Up a Data Strategy

    How does a publisher set up a data strategy that takes today’s always-on environment into consideration? In the latest chapter of the serialisation of The Programmatic Handbook, published by the IAB UK, Emma Newman, UK country manager, PubMatic explains.

    The change in consumers’ content consumption – what 
they consume, when, and how – means that we’ve seen the last of the days when publishers could simply plug [...]

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  • Content May Be King, But Context is Queen & She Holds the Purse Strings

    How much weight should be placed on context in a marketing strategy and is it largely neglected when it comes to effective targeting? Paul Hickey, director of digital solutions, TwentyCi, explains how the fourth dimension of context can often be the missing link, but that it is a valuable signal of consumer intent.

    The phrase ‘Content is King’ has come of age this year, with Bill Gates predicting the importance of content on the internet 21 years ago. I’m not one to argue [...]

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  • Most Video Ads Are Consumed Muted: Q&A with Oliver Gold, Commercial Director, YOC

    The growing trend of muted mobile video consumption means advertisers need to rethink how to engage with their consumers silently. Short of revamping the entire mobile video creative process, how can advertisers connect with their audiences through mobile video ads, without forcing sound upon them? ExchangeWire speak with Oliver Gold, commercial director, YOC about how subtitles could be the answer.

    ExchangeWire: Are there statistics on how much mobile video content is consumed while muted, either by consumer choice or default/preset creative [...]

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