The Present and the Future of Audience Addressability
WEBFeb 18, 2021 · As addressability is the lynchpin behind producing efficient, tailored, optimised ad campaigns, it’s imperative that advertisers and publishers across the industry find effective ways to build and utilise addressable audiences. PubMatic has produced this Deep Dive special in partnership with ExchangeWire.
Predictions 2022: The Environmental Impact of Digital Advertising
WEBJan 21, 2022 · In the fifteenth article in ExchangeWire's 2022 Predictions Series, experts assess the current impact that digital advertising is having on the environment, and how the industry will respond to this issue in the year ahead.. 2022 will see more agencies take steps to reduce their emissions. Advertisers are already starting to look at the …
What is SPO & Why is Everybody Talking About It?
WEBJul 17, 2017 · The first type of SPO is driven by algorithms that filter bid requests and responses to increase performance and reduce costs. This layer ordinarily exists between DSP and SSP and, to a certain extent, is fairly autonomous, as the algorithms ingest event data to derive their outputs, as explained in detail by AppNexus’ Brian O’Kelley in a ...
WEBAs we move towards a cookieless future, we encourage advertisers and publishers to explore the audience
Retail Media: The What & The Why - ExchangeWire.com
WEBMar 7, 2022 · Retail media is one of the most talked about emerging areas within the media and marketing industries. For those yet to be introduced to the space, retail media describes advertising sold within digital properties in which products or services are also sold. This typically comprises retailer websites and apps, or online marketplaces, though can ...
ExchangeWire: Data-Driven Advertising and Marketing Technology
WEBVML’s Kiessé Lamour on Perplexity’s Advertising Model, TikTok vs Amazon and the FTC’s Scrutiny of Social Media Platforms. In this MadTech Podcast episode, ExchangeWire Editor Aimee Newell Tarín is joined by Head of Content John Still and Kiessé Lamour, Global Head of Media, Commerce at VML to discuss the latest in media, marketing and ...
Inferred Vs Observed Data | ExchangeWire.com
WEBMar 22, 2016 · 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, exponentially lowering accuracy to the advertiser’s detriment. Watch out for this, as some data providers can use this technique to increase ...
Smart AdServer Rebrands as Equativ - ExchangeWire.com
WEBToday (June 8th 2022), global ad tech company, Smart AdServer, has re-launched its global presence in 14 countries under the new name, Equativ.This follows the company’s acquisitions of DynAdmic and LiquidM, with the companies now consolidated under the Equativ brand.. Equativ will capitalise on this unified expertise to fulfil the promise of …
System1 to go public via SPAC; Smart acquires DynAdmic
WEBJul 1, 2021 · Omnichannel customer acquisition platform System1 has announced that it will go public on the New York Stock Exchange (NYSE) via a reverse-merger with the Trebia Acquisition Corp. special purpose acquisition company (SPAC). The combination will be financed by USD$400m in debt commitments and a USD$200m equity backstop …
DoubleVerify & IAS: Moving From Verification To Activation
WEBAug 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.