Mathew Broughton
Research Lead
Mat Broughton joined the ExchangeWire team in March 2019 as Editor. After a brief stint as editor at ExchangeWire's sister publication, TheGamingEconomy, Mat is now Research Lead at ExchangeWire, running creation, analysis and report production of ExchangeWire's suite of research products. Before joining the company he worked as a project manager working within the telecoms and travel marketing industries. Mat graduated from the University of Liverpool with an honours degree in Biological Sciences.Articles by Mathew
The Future Landscape of Advertising and Programmatic
In this Q&A with ExchangeWire, Wayne Blodwell, founder & CEO of TPA Digital (formerly The Programmatic Advisory), and Dan Larden, TPA Digital's head of UK, discuss the decisions behind their rebrand, and the impact of programmatic on advertising. What were the main drivers [...]
Is Your DCO Campaign Stuck in First Gear?
In this contributed article written exclusively for ExchangeWire, the team at Crimtan discusses how dynamic creative optimisation (DCO) can be used to maximise sales, key mistakes marketers make when employing DCO ads, and how they can continue to be used [...]
Creativity in Technology: Q&A with 59A
In this Q&A written exclusively for ExchangeWire, Laurie Wright, chief strategy officer at 59A, discusses how the use of technology solutions is set to evolve following the deprecation of identifiers, including how non-audience-tied signals can be used to bridge the [...]
IPA Bellwether Report Q4 2021: Budgets Increase Across the UK Despite Omicron Slowing Growth
The IPA Bellwether Report Q4 2021, published today (20th January 2022), has revealed that total UK marketing budgets have increased for a third successive quarter. Despite total market growth slowing in Q3 2021 due to the emergence of the Omicron [...]
Identity Solution Adoption & Testing
In this contributed article, Chris Hogg, EMEA managing director at Lotame, outlines both the advantages and challenges to participants across the advertising ecosystem in adopting identity solutions in the wake of third-party cookie deprecation. At the start of 2021, in our [...]
Influencer Marketing: Turbocharge Your Digital Marketing Programme
Following the release of the Guide to Influencer Marketing ebook, Owen Hancock, marketing director EMEA at impact.com, discusses how the channel can be used effectively to bolster digital marketing efforts. Over the past couple of years, the partnership economy has developed [...]
Is Advertising Witnessing the Great Consolidation?
In this Q&A with ExchangeWire, Suzy Ley, EMEA marketing lead at Zefr, discusses how brand suitability strategies need to align in the post-cookie ecosystem, and how techniques should evolve to protect video content for brands and consumers. How is the upcoming [...]
Predictions 2022: Retail Media & Super Apps
In the twelfth article in ExchangeWire's 2022 Predictions series, we speak to a host of industry experts to discover what this year has in store (if you'll pardon the pun) for the retail media industry and for social commerce, including [...]
ID Wars: The Battle for Contextual 2.0
In this contributed article written for ExchangeWire in association with Fifty, Robert Webster, founder of Canton Marketing Solutions, outlines the current state of play in contextual and how next-generation solutions are set to revolutionise media planning and buying in years [...]
Predictions 2022: Contextual
In the tenth article in ExchangeWire's 2022 Predictions series, we speak with industry experts on how contextual is set to become a cornerstone of the advertising and marketing industries in the wake of identifier deprecation and consumer-led pushback against targeted [...]
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