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
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 [...]
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.
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 [...]
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 [...]
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 [...]
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 [...]
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, [...]
In this episode of TraderTalk TV, ExchangeWire’s Ciaran O’Kane is joined by Nick Halstead, founder and CEO, InfoSum, who explains the challenges for publishers to effectively compete with the duopoly, especially in the wake of GDPR. Halstead outlines why and how InfoSum, a data technology platform, can help publishers make the most of their own first-party data, scale, and build better, more data-driven direct relationships with agencies.
In the latest episode of TraderTalk TV, ExchangeWire CEO, Ciaran O’Kane, speaks with Dom Joseph, CEO, Captify, about why search is more than just Google and is seeing a shift in 2018. Joseph discusses: – How publishers are monetising their search data – Voice search – Dynamic search data – Automated optimisation and dynamic creative – Search data within cross-channel media