John Still

Head of Content
John joined ExchangeWire in March 2022 as Head of Content. John leads ExchangeWire’s editorial team, and his responsibilities include the curation and development of original content across the portfolio of written, visual and audio content for ExchangeWire’s global audience, as well as the ATS event series. Before joining ExchangeWire, John spent five years at The Guardian in roles across editorial, marketing and events. He worked closely with clients in the ad tech space on sponsored content strategies. His career has also taken in spells at Culture Trip, CMC Markets and most recently at a startup creative agency, giving him extensive experience in creating and managing high-quality content across all channels and formats.Articles by John
Can UK Commerce Become the Next Advertising Powerhouse?
David Fieldhouse, head of commerce, GroupM, gives his thoughts on how acceleration of retail media is a boost to UK commerce, and can bolster its advertising prowess The well-documented rise of retail media continues to accelerate. All charts tracking the sector’s [...]
"AI-Driven SPO is Reshaping Programmatic Efficiency": Interview with Amir Sharer, CEO of BRAVE
We sat down with Amir Sharer, CEO, BRAVE to discuss the evolving role of AI-driven supply-path optimisation (SPO) in programmatic advertising. He shares insights on how AI enhances bid efficiency, transparency, and ROI, while also addressing challenges like bid duplication, [...]
How to Navigate the Perpetual Revolving Door of Measurement
Chris Andrews, head of advertising technology at Wake the Bear, looks at the framing of measurement and effectiveness and how to avoid getting it wrong… There’s an abundance of irritating cliches that do the rounds in our industry. Not just the flavour [...]
What’s the State of Retail Media in 2025?
In this op-ed, Matt Farrington, president, trading & investment, APAC at Dentsu dives in to the state of retail media, and the challenges and opportunities for the year ahead… Matt Farrington, President, Trading & Investment, APAC, Dentsu As we were expecting, 2024 [...]
ATS Singapore, London and Tokyo 2025: What to Expect
Our ATS events series is back for 2025, landing in three global hubs: Singapore, London, and Tokyo. Here’s what to expect, and where to get your tickets... The events bring together industry leaders to discuss the latest trends and innovations in [...]
Is Attention the measurement 'silver bullet'?
Attention metrics have been gaining traction - could this be the year they become a staple of effective measurement? Mark Smith takes a look… Metrics like reach and viewability have long been standard-bearers for assessing the impact of marketing content. But there [...]
DeepSeek, OpenAI and the AI Bubble: Is the Growth Sustainable?
Artificial intelligence (AI) is having a transformative impact on industries like ad tech, but can the current rate of advancement be maintained? Journalist Mark Smith takes a look… The unpredictability of the industry’s immediate course was outlined in dramatic fashion only [...]
Q4 in Ad Tech: M&A is So Back
In our latest quarterly wrap, head of content John Still takes a look at the events that defined Q4 2024, and how ad tech M&A made headlines as the year wrapped up After a fairly tepid few years, the ad tech [...]
2025 Predictions: OOH, DOOH, and Beyond
As the advertising landscape continues to evolve, 2025 promises to be a transformative year for out-of-home (OOH), digital out-of-home (DOOH), and programmatic digital out-of-home (PDOOH). These channels, long recognised for their ability to captivate audiences in public spaces, are now [...]
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