Cookie-based modelling is going further out of favour, due to its limitations in accuracy and cross-device targeting capabilities. People-based marketing is fast becoming the targeting method of choice; but, while often talked about, industry understanding seems to be limited. Katie [...]

The way in which audiences are profiled and defined across advertising channels stems back from a legacy within traditional media; which allowed advertisers to easily translate their marketing objectives to relevant ad delivery. Stephen Upstone (pictured below), CEO and founder, LoopMe, [...]

Dr Marc Hobell (pictured below), director, Pitney Bowes Software explains the importance of data and technology in retail to ensure an accurate understanding of customers and inform, not just physical store locations, but also the approach to omnichannel communications. Retail is [...]

Over the last year, first-party data has often taken centre stage in marketing strategy meetings. Second-party data has been somewhat hidden in the shadow of its cousin, first-party data, until now. ExchangeWire spoke exclusively to Steve Ustaris, CMO at ownerIQ (pictured [...]

Quality audience data is shaping the future of marketing. It’s in the minds of the world’s leading campaign-makers who respect that audiences are made up of human beings who need meaningful connections with brands. It’s a fact made clear by [...]

Programmatic promises the world; effortlessly finding the right audience, marrying the ruthless precision of machine technology and algorithms with the creative flair of advertising, and serving perfectly targeted content to the people that make or break a brand’s success – [...]

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 [...]

Next in our exclusive series with Effective Measure, a global Digital Audience Measurement and Research company focused on emerging markets, we review how sport sites are trending during the UEFA soccer season. We’ve seen an increase across the board in [...]

Marc Barnett, Director of Specialist Sales, APAC Microsoft Advertising, discusses the ninemsn partnership in Australia and Microsoft’s strategy to team up with strong local publishers to roll-out the Microsoft Advertising Exchange in APAC over the coming year. Barnett shares real results [...]