editorial

Articles by ExchangeWire

• Marketers Need the Freedom to Choose Technology That Best Meets Their Needs

  9 years ago News

  

  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 [...]

  DataDMPEnterpriseIndustry InfrastructureMartechProgrammatic

• Next Generation Programmatic: Engage, Don’t Enrage

  9 years ago News

  

  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?

  9 years ago News

  

  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

• Display Advertising Doesn’t Have to Feel Like the Wild West

  9 years ago News

  

  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

• Apple’s Slice (of the Advertising) Pie

  9 years ago News

  

  Ben Dimond, Director of Strategy EMEA at mobile ad platform Opera Mediaworks discusses what the launch of Apple News and Apple’s other moves in the advertising sector mean for the wider industry. By giving leading publishers, such as Condé Nast, Hearst, [...]

  Display

• Using Whole-Funnel Marketing to Generate Better Business

  9 years ago News

  

  Stephen Taylor, Sojern VP, and managing director, international, asks how adtech can be employed further up the classical marketing funnel. As marketers, we love to divide the purchase funnel into our own areas of expertise, and to put specific channels and [...]

  Display

• Is Ad Blocking the Bane of the Industry, or the Route to a Better Way?

  9 years ago News

  

  If click fraud was the defining ad tech story of 2014, then it would be fair to say that ad blocking would be its successor in 2015; with several high-profile stories in the mainstream press noting its rising disruption in [...]

  Ad BlockingAd ServerAd VerificationAdvertiserATSEMEATradingViewability