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
Ciarán O'Kane's 2022 MadTech Predictions
ATS London is moving from its traditional date in September to 14/15 June in 2022. ExchangeWire believes that this reflects a more expansive view for ad tech and martech. After all, why focus on a multibillion-dollar retargeting display segment, when you [...]
Retail Media: The Retailer Gameplan
Retail media is the biggest ‘green field' space in digital advertising. Online retailers and marketplaces are going to be the biggest beneficiaries, as trade budgets migrate online. Amazon remains the alpha walled garden, making USD$40bn in revenue from serving product ads [...]
Industry Review 2022: Moving Away from Legacy Infrastructure
Our industry is in a state of flux. From regulatory oversight, to increased platform privacy functionality, to the proliferation of the walled garden, the entire ecosystem is still trying to get to grips with a rapidly changing media and marketing [...]
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The Untapped Opportunity of Retail Media
Retail media is a ten-year-in-the-making ad market. It has taken the rise of e-commerce, shifting trade budgets, and the explosive growth of Amazon's ad business (estimated in 2022 to be around USD$30bn) for online retailers, marketplaces, tech vendors and buyers [...]
Time To Reframe The Industry: Digital Media & Commerce Ecosystem
Facebook, Amazon and Google are unbeatable; just go and work for them. This is what the evolved part of your brain tells you on a daily basis. And, to a certain extent, it’s not wrong given how many senior ad [...]
Reframing The Industry: The MadTech Middleware
The ad ecosystem map has been a staple of this industry for a good decade. From Scott Brinker’s Sistine Chapel martech work to the omnipresent ‘tidy box’ vendor map, we have used these resources to better understand the multitude of [...]
Time To Reframe The Industry: The Service Layer
What do you do when the entire structure that acted as the foundation of a multi-billion dollar industry collapses in on itself? It’s not an easy question to answer. And an even more difficult problem to solve. But that’s where [...]
ATS London 2021: Reframing The Future Of Our Industry
Google said its long goodbye to third-party ad tech last week. In a typically ambiguous post, the company explained to the world that it would no longer use cross-site identifiers in its browser or across its ad tech stack. All [...]
SPAC, PE or IPO: 2021 Outlook for Europe's Big Ad Tech
At the tail end of last year I profiled 17 European ad tech companies that I expect to do big things in 2021. With the exception of one or two, these companies are very much at the start of their [...]
17 European Ad Tech Companies that Will Have A Big 2021
There are lots of startups emerging from Europe that are addressing measurement and targeting in a privacy-first world. Below I profile 17 European ad tech companies that will have a big 2021, and why you, dear readers, need to keep [...]
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