• Location Targeting Drives the Highest Results: Q&A with Jon Lowen, SITO Mobile

    Location data is everywhere, and being able to harness that data is one of the best ways to target customers. As Jon Lowen (pictured below), COO, SITO Mobile explains, using this data to create and measure marketing strategies, gives advertisers the ability to drive measurable in-store visitations in real time.

    How does closed loop 1:1 in-store attribution work with location-based advertising?

    Device-level 1:1 attribution works with location-based advertising to ensure we are optimally leveraging location data to target the most relevant audiences. [...]

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  • The Collision of Technology & Creativity

    Today, content marketing is a £5bn industry, in the UK alone. The discipline has become increasingly popular over the last five years, inline with the growth of content sharing platforms Facebook, Instagram, Pinterest, and Snapchat. However, the relationship between artificial intelligence (AI) and content marketing is something that has existed under the radar for some time. In this piece, ExchangeWire speak with Kuba Wieczorek, co founder, Eve Sleep, and Tom Graham, Codec [...]

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  • Consultancies Have Huge Opportunity in Programmatic, But Only If They Buy These Ad Tech Companies

    Consultancies have been busy acquiring creative agencies and leveraging their existing end-to-end relationship with clients to build market share in digital marketing. Deloitte, IBM, Accenture, and McKinsey are all building internal capabilities to attract more business from brand marketers.

    Creative seems to be a focus for much of their activity thus far – where, presumably, fat consultancy fees can be charged to clients. Media buying has not really had a lot of interest for ad [...]

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  • The Trade Desk's Brian Stempeck on the State of Advanced TV in ExchangeWire Live NYC Keynote

    At ExchangeWire Live NYC in March, Brian Stempeck, CCO, The Trade Desk, delivered a keynote speech on the state of advanced TV in the US, running through some of the key challenges currently facing the connected TV market.

    In his keynote, Stempeck discusses:

    – How the fast fragmentation of consumer behaviour is causing the need for TV to adapt

    – How fragmentation causes challenges of inventory scale and how DSPs can help solve for this

    – The approach to maximise TV yield

    – How agency [...]

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  • From Target to Audience: Advertising Strategy Shift for Mercado Livre

    The advertising business unit of Mercado Livre Brazil was created in 2009 to offer solutions for platform vendors, allowing them to take advantage of the inventory, which currently reaches 40 million unique site visits, generating 4,000 searches and 100 purchases per second. From a solution that was basically restricted to sponsored links, Latin America's largest e-commerce site has improved their advertising strategy over the last three years by focusing on a new purpose: enriching [...]

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  • How Publishers Can Combat the Facebook Monopoly with Email

    Email is one of the oldest marketing channels that can still be exponentially more profitable than Facebook and can benefit publishers. Writing exclusively for ExchangeWire, Keith Sibson (pictured below), VP product & marketing, PostUp, explains that publishers putting the value on building direct relationships with their audiences is the right strategy to be competitive in the world of social media platforms.

    The digital publishing industry’s struggle to monetise content has led to an increasing reliance on platforms. For a [...]

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  • Only 3% of Data Professionals Understand Implications of the GDPR

    ExchangeWire Research reveals a universal lack of understanding about the complexities of the upcoming GDPR, pointing to a fundamental lack of preparation and severe risk of non-compliance. Insurance, finance and banking sector appear to be ahead of the curve; retailers lag behind. Highlights – Just 3% of professionals whose role involves consumer data collection, storage, or processing fully understand what is covered by the upcoming GDPR

    – However, only four in every ten (42%) say their company [...]

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  • Analysis: Snap Posts Losses in First Earnings Report Since IPO

    Following Snap Inc's (NYSE:SNAP) successful IPO in March, the first earnings call announced today (10 May) leaves a little to be desired. Opening on IPO day at USD$24 (£16.42), 41% above the USD$17 (£11.63) issue price in March, Snap promised big things, but the company's Q1 earnings report has caused a post-trading sell-off: closing the day's trading at USD$22.98 (£15.72), the announcement is continuing to drive that down, with an after-hours share price of [...]

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  • The GDPR: Hype or Hyperbole?

    25 May, 2018 – put it in the diary. On this fateful day, the General Data Protection Regulation (GDPR) will come into full force. ExchangeWire break it down for those still in the dark.

    It’s hardly surprising that the mere mention of the GDPR causes one's eyes to glaze over and, if you do try to get to grips with any one of the 99 articles contained within the regulation, you would be forgiven for [...]

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  • Location Drives Marketers’ Shift from Demographic to Contextual Insights

    A recent report by ExchangeWire, in association with xAd, reveals that media planners are relying less on demographic data and insights to inform advertising strategy, and instead favour contextual data and insights when it comes to defining campaign strategies and optimising performance.

    Although demographic data is still used by marketers, shortcomings are becoming more apparent. The research reveals that over half of media buyers (51%) believe demographic segments are "of no use" or [...]

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