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• SilverBullet's Umberto Torrielli on Contextual Targeting and First-Party Data

  

  In this episode of TraderTalkTV, ExchangeWire’s head of content, Lindsay Rowntree, is joined by Silverbullet‘s co-founder and chief strategy officer, Umberto Torrielli, to discuss how contextual intelligence, fuelled by first-party data, is the future.  In this episode Torrielli discusses:– What the contextual targeting landscape currently looks like– The role of contextual targeting in brand safety and brand suitability– How contextual targeting should be viewed differently and how first-party data can enhance its capabilities in a cookieless world– Going beyond text and using contextual targeting [...]

  TagsBrand SafetyContextCookiesTargetingTraderTalk TV

• Novatiq's Tanya Field on Targeting in the Newly Anonymous Web

  

  In the latest episode of TraderTalk TV, ExchangeWire CEO Ciaran O’Kane talks to Tanya Field, co-founder and CPO at Novatiq, about targeted advertising in the newly anonymous web.   In this session, Field discusses:   – How publishers and buyers can make the most out of the newly anonymised web – Why publishers and buyers should look beyond the log-on for conversions – The impact of tightening privacy regulation in Europe and beyond – How telcom networks offer a premise for an ID currency for the anonymised [...]

  TagsDataEMEAIdentityPrivacyTargetingTraderTalk TV

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• Semasio's Anna Schenk on Unified Semantic Targeting

  

  On ExchangeWire’s first ever virtual TraderTalk TV episode, Lindsay Rowntree, head of content, speaks with Anna Schenk, managing director EMEA at Semasio, to discuss unified semantic targeting. In this episode Schenk discusses: – Industry uncertainty around third-party data – The contextual targeting renaissance – Understanding page content versus page context – Educating marketers as to the value of context[...]

  TagsAdvertiserContextDataIdentityTraderTalk TV

• Adzerk's James Avery on Utility Publishers

  

  In this episode of TraderTalk TV, ExchangeWire’s Ciaran O’Kane interviews James Avery, founder and CEO, Adzerk to discuss utility publishers, and how such firms are set to flourish through 2020. Avery discusses: – The characteristics of utility publishers in comparison to traditional text-based publishers, and how such businesses are set to benefit from ownership of first-party data. – How nascent native ad technology applicable for utility publishers can be used for effective intent-based advertising. – How utility publishers are set to evolve, and how [...]

  TagsPublisherTraderTalk TV

• Permutive's David Reischer on Edge Computing vs. Cloud Computing

  

  In this episode of TraderTalk TV, ExchangeWire’s Ciaran O’Kane interviews David Reischer, lead solutions architect, Permutive, to discuss Edge Computing in ad tech, and how it compares to cloud computing technologies. Reischer discusses: – The challenges of central data processing involved with ad tech cloud computing solutions. – The theory behind edge computing, its device use cases, and how such techniques address the limitations of cloud computing. – How edge computing can facilitate behavioural targeting through the privacy-first world.

  TagsDataTargetingTechnologyTraderTalk TV

• DoubleVerify's Andrew Giordano on Connected TV & Fraud

  

  In this episode of TraderTalk TV, ExchangeWire’s Ciaran O’Kane interviews Andrew Giordano, VP of revenue operations at DoubleVerify, to discuss the programmatic opportunities in Connected TV (CTV) and the increasing risk of fraud in the sector. Giordano discusses: – Areas within CTV vulnerable to fraudulent practices, and where advertisers are being hurt by lack of measurability and prosecution. – What solutions have been developed to combat CTV fraud, and how these address issues that were not previously sold. – Different methods of fraud detection [...]

  TagsAd FraudTraderTalk TVTV

• ID5's Mathieu Roche Discusses the Identity Challenge

  

  In this episode of TraderTalk TV, ExchangeWire’s Ciaran O’Kane interviews Mathieu Roche, CEO & co-founder of ID5, to discuss the identity challenge affecting frequency capping, measurement, attribution, and basic-level targeting. Roche discusses: – The underlying challenges facing ad tech providers within the privacy-first world, with particular reference to ID match rates. – How ‘common language’ ID solutions can solve the ID match rate problem, allowing publishers to monetise more impressions. – Why identity should be an open-source solution, rather than a competitive tool, in [...]

  TagsIdentityTraderTalk TV

• Zeotap's Alex McIlvenny on the ID Conundrum for Brands in the Privacy-First Era

  

  In this episode of TraderTalk TV, ExchangeWire’s Ciaran O’Kane interviews Alex McIlvenny, country manger UK, Zeotap, to discuss the ID conundrum for the industry in the privacy-first era, from the brand perspective. McIlvenny discusses: – The challenge for brands in linking offline data to online data, and the difficulty in using a single platform given the various ID currencies. – Linking stored CRM data to the digital ecosystem in order to capitalise on cross-device opportunities. – Effective people-based marketing tactics which remains compliant with [...]

  TagsIdentityTraderTalk TV

• Index Exchange's Mike O'Sullivan Discusses Identity Solutions in the Post-ITP Landscape

  

  In this episode of TraderTalk TV, ExchangeWire’s Ciaran O’Kane interviews Mike O’Sullivan, VP, Product, Index Exchange, to discuss identity solutions in the wake of widespread restrictions on the use of third-party cookies. O’Sullivan discusses: – The demise of the third-party cookie, following restrictions by Apple, Safari, et al. – How identity can still work post-ITP, whilst still respecting the user. – How IndexExchange’s solution, which uses a hashed version of the user’s email address, works with LiveRamp’s IndentityLink to create a first-party, anonymised user [...]

  TagsAudienceCross-ChannelDataEmailTraderTalk TV

• Permutive's Joe Root Discusses ITP & It's Impact on the 3rd Party Cookie

  

  In this episode of TraderTalk TV, ExchangeWire’s Ciaran O’Kane interviews Joe Root, founder, Permutive, to find out the impact Apple’s Intelligent Tracking Prevention (ITP) has had on the Safari advertising ecosystem. Root discusses: – Why the ‘death of the cookie’ doesn’t refer to all cookies, just the third-party cookie – How cookie matching in Safari used to work, and how Apple’s ITP has changed that – How ITP 2.0 has caused a decline in bid density and a drop in CPMs – How Permutive’s solution, [...]

  TagsAppleDataMeasurementMonetisationPublisherTraderTalk TV