editorial
Articles by ExchangeWire
Understanding the Complexities of the Programmatic Advertising Value-Chain
The IAB run a number of Trading Councils, covering a multitude of industry sectors, including ad ops, video, search, social, and display marketing. Council delegates are all senior executives who appreciate that the industry won’t mature without cohesion enabling progress to [...]
attributionDisplayDSPExchangeMartechMedia SpendProgrammaticTradingViewability
Getting the Right Balance Between the Science & Art of Marketing
No one can deny that ad tech has transformed the way brands conduct media buying. Gone are the days of sales calls and signed IOs. Today's automated world sees media transactions happening in milliseconds across a variety of devices and [...]
attributionCross-ChannelDataDisplayIndustry InfrastructureIoTMartechPerformanceTargeting
Mobile Hijack, Why Apps Aren’t Safe From Fraudsters
Ad fraud receives a lot of attention in the trade press and occasionally rears its ugly head in the national press too. The problem is that committing ad fraud is relatively easy (Mikki Kotila explained how in a recent episode [...]
When 100% isn't Perfect
Recent headlines have purported that ad viewability in the UK is now less than 50%. As human beings, we're programmed to strive towards achieving the best we can and many marketers will struggle to accept a performance metric of 50%. Especially when that 50% is measurable and trackable and, [...]
Why the 'Internet of Things' Shouldn’t Worry Marketers
The 'Internet of Things' (IoT) is upon us, but as consumer uptake of the latest enabled gadgets surges, many marketers are being kept awake at night wondering how they will manage to capitalise on marketing opportunity presented by this phenomenon. Rakhee Jogia, [...]
Cross-ChannelDataDigital MarketingDisplayDMPIoTMartechProgrammaticTargeting
Marketers Need the Freedom to Choose Technology That Best Meets Their Needs
There is an immense amount of consolidation and diversification in the technology marketplace. Neil Nguyen, President and CEO, Sizmek, speaks exclusively to ExchangeWire about what these changes mean for marketers and how their roles are impacted. Neil Nguyen: As the ad tech [...]
Next Generation Programmatic: Engage, Don’t Enrage
Programmatic display ad spend (desktop and mobile) is a $9 billion market that is expanding at almost 30% a year. Spend is expected to exceed $30 billion in 2019, according to the latest report from The Boston Consulting Group, with [...]
AdvertiserAgencyBrandingCreativeDataDigital MarketingDisplayMartechMeasurementPerformanceProgrammaticTargetingTrading
Is 'Viewability a Valid Metric For Marketers?
Helen Miall, head of marketing EMEA, Turn, questions whether advertisers should be basing their media spend on viewability alone. For a while I believed that viewability (where ads are measured on whether they can be seen) was yet again another self-inflicting [...]
Display Advertising Doesn’t Have to Feel Like the Wild West
As marketers seek to prove and communicate return on investment (ROI) to other business stakeholders, it’s critical that the right measurement model is in place to understand which campaigns and media drive the best results. Writing exclusively for ExchangeWire, Rakhee [...]
attributionBrandingDataDisplayDMPMartechMobilePerformanceTargeting
Popular Tradertalks
Latest Posts
-
The Stack: The Latest on Google vs DOJ; Walmart and Disney Share Positive Q3 Results -
"Retail Media Has So Much Untapped Potential": Q&A with Pentaleap -
Google vs DoJ: What's the Impact of the Proposed Action? -
Walmart’s Ad Business Sees 28% Growth; Apple Starts Selling News Ads; X Partners with PubMatic -
Warner Brothers' Max Arrives in Asia; Indian News Agency Sues OpenAI; Havas to Consider M&A
Follow ExchangeWire