editorial

Articles by ExchangeWire

• ATS London: Seeking the Truth in Data

  9 years ago News

  

  Earlier this week, at ATS London, AppNexus created a stir within the digital advertising industry when Catherine Williams, chief data scientist (pictured) shared results of their ongoing Inventory Quality (IQ) initiative. Through a combination of aggressive policy enforcement and sophisticated [...]

  Ad FraudAd NetworkAd VerificationDataDisplayInventoryProgrammaticTargeting

• Location Data & Measurement Hold the Key to Mobile ROI

  9 years ago News

  

  The IAB states that £1 in every £5 spent on digital advertising is allocated towards mobile; but it’s still not matching consumer engagement on this channel. According to the IAB, the average Briton now spends one in six of their [...]

  DataLocationMobilePerformanceProgrammatic

• Brands Need to Move Beyond Blacklists & Whitelists

  9 years ago News

  

  Brand safety is more important to advertisers than ever before, and damage to brand reputation has been identified as the number one risk for businesses across the globe. In this piece, Giovanni Strocchi, CEO, ADmantX, discusses how brands can move beyond [...]

  BrandingTargeting

• How Can Marketers Take Geolocation Further?

  9 years ago News

  

  In today's guest piece, Ken Parnham, general manager Europe for location intelligence platform Near, discusses how marketers are now able to identify a consumer’s location to deliver relevant and contextualised content in real time – a game changer for marketers. Research by mobileSQUARED [...]

  attributionDisplayLocation

• Ad Tech 2016: Consolidate, Commoditise & Converge

  9 years ago News

  

  Writing exclusively for ExchangeWire, Pat McCarthy, SVP corporate marketing at AppNexus (pictured) shares his thoughts on what will happen in Ad Tech in 2016.  Earlier this year, Terence Kawaja, the inventor of the LUMAscape and one of the most perceptive actors in [...]

  DisplayIndustry InfrastructureMartech

• Spreading the Wings of Audience Data

  9 years ago News

  

  Quality audience data is shaping the future of marketing. It’s in the minds of the world’s leading campaign-makers who respect that audiences are made up of human beings who need meaningful connections with brands. It’s a fact made clear by [...]

  DataDisplayTargeting

• Programmatic’s Dirty Little Secret

  9 years ago News

  

  Programmatic promises the world; effortlessly finding the right audience, marrying the ruthless precision of machine technology and algorithms with the creative flair of advertising, and serving perfectly targeted content to the people that make or break a brand’s success – [...]

  DataDigital MarketingDisplayProgrammaticTargeting

• Fixing the Broken Viewability Model

  9 years ago News

  

  Viewability is the topic that refuses to go away. Despite automation and standardisation, discrepancies are still vast. In this piece, exclusive to ExchangeWire, Sebastian Schindler, Insight Manager at InSkin Media (pictured) and Steve Doyle, CCO, discuss how the industry should approach [...]

  BrandingDigital MarketingMeasurementPerformanceViewability

• How to Survive (and Surf) the Mobile Data Tsunami

  9 years ago News

  

  The advance of smartphones has not only caused a sea change in consumer behaviour. It's creating a data tsunami, driven by the flood of 'signals' people are sending via interactions with their devices, their apps and the real world around [...]

  DataDigital MarketingLocationMobileProgrammatic

• Capturing TV-inspired Web Searches

  9 years ago News

  

  Leading automotive manufacturer, Suzuki, partnered with TV-ad-syncing technology company wywy and boosted click-through rate by 43%.  On a typical day, internet users are now spending almost as much time online (5.25 hours) as they are on various 'traditional' activities combined (with [...]

  AdvertiserBrandingCross-ChannelDisplayPerformanceSearchTargetingTV