ExchangeWire: Data-Driven Advertising and Marketing Technology
ExchangeWire’s Industry Review is back, as we look at the top trends for an era-defining year. Today, we’re taking a look at attention - is it the measurement of the future?
European Addressable Media Initiative Launches
Dec 17, 2021 · Today, leading industry participants Amobee, Carbon, Comscore, Finecast, LiveRamp, Lotame, Neustar and PubMatic, in association with The Project X Institute, announced the launch of the European Addressable Media Initiative, focused on supporting the development of addressable media in Europe. The members of the new initiative will work ...
The Present and the Future of Audience Addressability
Feb 18, 2021 · The Present and the Future of Audience Addressability. by Grace Dillon on 18th Feb 2021 in Deep Dive. One year after Google’s bombshell cookie announcement in January 2020, and the pursuit of solutions that target consumers in an effective, privacy-conscious (and compliant) manner is well underway. With rival browsers Safari and Firefox ...
Will AI Help or Hinder Privacy? - ExchangeWire.com
Jun 26, 2023 · AI is an inherent threat to privacy. AI will benefit many things, but certainly not privacy. It’s hard to imagine a technology built on an insatiable appetite for data not being a significant privacy risk, and if the revenue model ends up being advertising, AI’s threat to privacy will be all the greater. Considering the history of the ...
Forget Marketing 4 P's – Today it’s 4 I's | ExchangeWire.com
May 16, 2016 · Yet, as we spend an ever-increasing amount of time in digital environments, on a multitude of different devices, the role of the 4 P’s in any marketing strategy diminishes slightly, giving way to a different set of concepts built specifically for the cross-device world: the 4 I’s. Identity, Interoperability, Insights, and Incrementality are ...
Inferred vs Observed Data: Do You Really Know the Difference?
Mar 22, 2016 · Any prediction is an inference; and the process of predicting future behaviour from past actions is the backbone of targeting with data. However, to maintain accuracy, the raw data has to be real observed behaviour. When it is not, and the predictive modelling is run on inferred data, the result is a prediction based on other predictions ...
As we move towards a cookieless future, we encourage advertisers and publishers to explore the audience
DoubleVerify & IAS: Moving From Verification To Activation
Aug 18, 2023 · DoubleVerify & IAS: Moving From Verification To Activation. by Ciaran O'Kane on 18th Aug 2023 in News. In this week’s MadTech Sketch, Ciaran O'Kane looks at how two heavyweights in the world of verification have been shifting focus towards activation and attention. DoubleVerify (DV) recently agreed to buy Scibids for $125m.
Gaming & In-Game Advertising: Predictions for 2023
Dec 29, 2022 · This year a notable in-game advertising milestone was reached towards establishing the emerging ad format as a standard media buy. An industry taskforce, which AdInMo supported, culminated in the release of the IIG Measurement Guidelines by IAB, IAB Tech Lab, and MRC.. While the ability to measure and crucially compare viewability is important, gaming environments offer much more in the ...
About us - ExchangeWire.com
About us. ExchangeWire provides news and analysis on the business of media, marketing and commerce with a specific focus on data and technology. We offer actionable market intelligence on the trends and innovations that are shaping the media, marketing and commerce industries. We’re always interested in any technology and business-related ...