editorial
Articles by ExchangeWire
Ad Tech 2016: Consolidate, Commoditise & Converge
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 [...]
Programmatic’s Dirty Little Secret
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 – [...]
Fixing the Broken Viewability Model
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 [...]
How to Survive (and Surf) the Mobile Data Tsunami
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 [...]
Capturing TV-inspired Web Searches
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
Cracking China: the Challenges for International Ad Tech Companies
Recent international events may have caused a brief hiccup in international confidence, but China is still the world’s most rapidly growing digital advertising market, and one that international ad tech companies are keen to gain a footing in. In this [...]
Auto Trader: From Used Car Magazine to Digital Heavyweight
ExchangeWire Research has been delving into how marketers are making the most of data management platforms (DMPs) as part of a research project in association with Oracle Marketing Cloud. This research will first be presented as part of a panel [...]
Are Closed Platforms Selling Marketers Short?
With ATS London and dmexco just around the corner and ‘bridging worlds’ on the bill, Ian Woolley, GM EMEA at Ensighten (pictured) predicts that one of the key discussion points at, and following, the London and Cologne conferences will be [...]
Addressing the Mobile Mind Shift
A real change is at hand when it comes to understanding mobile audiences, and we’re only really beginning to understand the effect that mobile devices are having on consumer buying habits. This is what Forrester recently named “The Mobile Mind [...]
attributionCross-ChannelCross-DeviceDigital MarketingDisplayDMPMeasurementMobileProgrammatic
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