With the merger of Xaxis and 24/7 Media, Caspar Schlickum, MD EMEA, Xaxis discusses the implications of the merger on the two WPP entities and the market in general. Why merge Xaxis and 24/7 Media now? What value does it add [...]

The European programmatic market continued to show signs of growth, health and market stabilisation in the third quarter of 2013. RTB ad spend increased by 31%, and CPMs saw a modest 3% gain. While third-quarter growth was less dramatic than [...]

Despite a boom in digital advertising, quantifying online display advertising success is still perplexing many marketers. Not only is the worth of display ads seemingly difficult to measure, but many companies still express scepticism over whether they actually work for [...]

With the silly season nearly upon us, advertisers are kicking off major brand campaigns and digital is more important than ever. Brands such as M&S, John Lewis and Argos are placing greater emphasis on digital for engagement and conversation. Delve [...]

While everyone in the advertising industry is talking about technologies, such as data management platforms, and have an opinion regarding the value of data, lots of people forget to mention that there is a key challenge related to DMPs: the [...]

In a recent post in this publication, fundamental questions were raised on the role and prospect for increased ad viewability in our industry. I’d argue that the nature of our medium makes it likely that viewability will become a key [...]

When Gene Amdahl left IBM and founded Amdahl Corporation to sell mainframe computers in 1970, he predicted that his former employer would attempt to diminish his market credibility using a marketing effort he called "Fear, Uncertainty, & Doubt" or FUD. [...]

It's funny that viewability seems to be the hot subject in US trades at this present time. Every post I read confuses the proposition even more. Ad tech vendors continue to muddy the water around the subject, but who wants [...]

Google’s recent announcement that they will start to use your Google+ data within display ads has not surprisingly generated some debate. Any move that strays into the privacy arena will garner attention, and the prospect of your friends seeing your [...]

The exponential rise of digital marketing over the past ten years has been dizzying for all of us to witness, yet its relevance and importance in the overall marketing mix couldn’t have been more firmly stamped than when Procter & [...]