Ciaran O'Kane

President & CSO

Ciaran O’Kane is the CEO of WireCorp, the publishing holding group focused on the digital advertising, retail technology and gaming sectors.  He has worked in digital advertising over the last twenty years as a developer, digital marketer, ad operations provider, media monetisation specialist and senior sales executive.  He continues to write editorial for ExchangeWire on advertising technology, marketing technology and programmatic  - and acts as an advisor to a number of leading digital media companies in Europe.

Articles by Ciaran

• The MadTech Sketch: The Cookie Cliff Is Coming. What Are You Going To Do Now?

  1 year ago News

  

  The cookie deprecation date has been confirmed – so what's next? In the latest MadTech Sketch, Ciarán O'Kane breaks down the addressable web. Google announced last week that it will not be moving the date for third-party cookie (3PC) deprecation in [...]

  CookielessCookiesMadTech SketchOpen WebPost-Cookie

• The SPO Wars and The Rise Of The Programmatic Direct Platform

  2 years ago News

  

  In his latest MadTech Sketch, Ciaran turns his attention to the supply-path optimisation (SPO) landscape. The SPO battle is hotting up. Ever since OpenPath was launched by The Trade Desk, both Magnite and Pubmatic have launched competing solutions (Clearline and Activate [...]

  DSPMadTech SketchSSPSupply Chain

• The Two Tiers of Retail Media

  2 years ago News

  

  Ciaran O'Kane is back at his sketchpad, and this week he's focussing on how the retail media market could develop into a two-tier system. Retail media is going to be huge. All online grocery platforms are building a strategy around how [...]

  Commerce MediaMadTech SketchRetail Media

• The MadTech Sketch: Are NFTs the Future of Brand Loyalty?

  2 years ago News

  

  The MadTech Sketch is back. This week Ciaran O'Kane has turned his attention to the nascent world of Web3, and in particular what NFTs and blockchain tech can really do for brands and advertisers. Web3 has always struggled with real-world [...]

  Ad FraudBlockchainMadTech SketchTransparencyWeb3

• The MadTech Sketch: DSP vs SSP: When Two Tribes Go To War

  2 years ago News

  

  In this week’s Madtech Sketch, Ciarán O'Kane outlines a looming battle between SSPs and DSPs. There was a lot of drama around the first anniversary of The Trade Desk’s (TTD) supply path optimisation (SPO) product, OpenPath. OpenPath has been positioned as [...]

  AcquisitionAd NetworkDSPMadTech SketchSSP

• The MadTech Sketch: Dissecting the Pmax Sausage

  2 years ago News

  

  The MadTech Sketch is back, and this time Ciarán O’Kane has turned his attention to Google’s Performance Max. The use of “AI” in digital ad buying has moved up a few gears of late. Google is leading the charge with its [...]

  AIGoogleMadTech SketchMarketingMedia

• The MadTech Sketch: Welcome to the No Data Zone

  2 years ago News

  

  On today's MadTech Sketch, Ciaran O'Kane maps out the concept of the No Data Zone, or NDZ, and what it means for the ad tech ecosystem. Ad tech will have you believe that programmatic is putting the right message in front [...]

  Ad TechDataFirst-Party DataMadTech Sketch

• Commerce Media: The Anatomy Of a Utility Publisher

  2 years ago News

  

  Following on from last week’s MadTechSketch, Ciaran O’Kane dives a little bit deeper on the “utility publishers” category that is becoming a mainstay of commerce media. Typically a utility publisher is a service not reliant on advertising as the primary revenue [...]

  Ad NetworkAppsAudienceecommerceMadTech SketchPublisher

• The MadTech Sketch: The (Addressabilty) Revolution Could Be Tokenised

  2 years ago News

  

  In our latest MadTech Sketch, Ciarán O’Kane imagines how TrustPID might work and the inevitable problems it will face. Many have tried; most have failed. Telcos have an exceptionally bad track record in ad tech.  From AT&T to Singtel to Verizon, [...]

  Ad NetworkIDIdentityMadTech SketchPrivacyTelco

• What if Google becomes a demand-side only business?

  2 years ago News

  

  Ciaran O'Kane's latest MadTech Sketch looks at three 'what if' scenarios in the event of Google being forced into a sell-side ad tech/ad network spin-off. Much has been written about the DOJ suing Google over anti-competitive activity in the ad tech [...]

  Demand SideGoogleMadTech SketchRegulation