Thought Leadership

Exponential’s Rick Abell featured in Digiday’s “WTF is VPAID?”

VPAID has two big advantages compared to the standard VAST video script: Interactivity and measurement. “VAST is for your vastly vanilla type of creatives, whereas publishers that adopt VPAID will get paid because it allows their video players to accept more ad types”, said Rick Abell, vp of global publisher development for ad intelligence firm Exponential.

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Exponential featured in Digiday: Domain Spoofing Remains an Ad Fraud Problem

Because programmatic advertising has automated so much of media, more and more marketing dollars are underwriting fraud without advertisers’ knowledge. One major trick unscrupulous publishers are using is domain spoofing. While not exactly new, domain spoofing is getting into the public eye thanks to the rise of fake news.

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Machine learning and the customer journey

As we dive into 2017, the marketing industry conversation around big data has evolved into a discussion on the growing use of machine learning and the inevitable disruption this will create among planning and campaign delivery teams.

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Ask The Experts: New Year’s Marketing Resolutions

As January draws to a close and we look to the year ahead, we asked our expert partners to name their “New Year’s Marketing Resolutions”, to find out what marketers should be looking out for, and focussing on, in 2017.

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Pre-Inauguration Anxiety By the Numbers – How President Trump is Affecting Consumer Sentiment

A dramatic political transition is mesmerizing the nation. It’s not so much that things are changing, it’s that the change was entirely unexpected — and when it comes to uncertainty, Trump is the gift that keeps on giving. As a result, a significant percentage of the U.S. population is exhibiting signs of heightened anxiety. We see it in our data, in the aggregate, across millions of anonymous user profiles, and almost entirely in Democratic areas.

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2017’s five biggest marketing challenges and opportunities

2016 represented an exciting leap into new pastures for the marketing community. Augmented reality broke into the mainstream thanks to the extraordinary success of Pokémon Go!, opening marketing minds to the possibilities of AR and virtual reality. At the same time, artificial intelligence also had a break out year thanks largely to chatbots in the service space, but marketers too were able to start capitalising on AI’s maturity, courtesy of its application to the likes of semantic analysis and segmentation.

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Demystifying the Language of Privacy

Data privacy has always been a hot topic, but with new laws coming next year, the landscape as we know it today is going to change. There are two things that will affect pretty much everyone next year.

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What can we learn from the younger generation’s Christmas spending?

The winter holidays are known as a time for families. But what about young adults without children, or new families without established holiday traditions? We’re talking about the marketer’s favourite target audience, 18-30 year olds. As one would expect, this demographic have their own take on the holidays.

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Millennial Spending During the Holidays

Retailers are hoping to attract all demographics during the holiday season, but millennials are a particularly coveted group. How can we anticipate what millennials will be doing and what they will be buying?

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Can Facebook’s Metrics Blunder Help Us To Measure Better?

Facebook is in the news again, reporting ad-metric errors and inconsistencies. I think this is a great thing for our industry! No, this is not schadenfreude or facetiousness. I’m honestly hopeful that this will lead to thoughtful conversations about what metrics mean, and when digital ads are truly effective.

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A Little Less Conversation, a Little More Action—Please

Admit it: As a marketer you can’t help but get caught up in the hype of a hot new trend. You get drawn in by shiny objects. You’re excited to test the latest marketing technique. That’s cool. Own it. Excitement about what’s new and trendy is part of marketers’ DNA and what helps them keep their campaigns and strategies fresh.

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Rise Of The Machines: Why Marketers Need To Place More Trust In Machine Learning

The ad tech industry has been on a journey; applying more technology to their audience targeting and optimisation strategies than ever before. Developments in technology, such as sophisticated machine learning, have changed the process of data collection and analysis, enabling it to grow massively in the last few years and shifting from a predictive approach to a cognitive one.

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Is the UK’s display viewability really in decline?

Earlier this year, ad solutions provider Meetrics released a report that looked into the current state of online ad viewability in the UK and claimed it was at its lowest level in 18 months. The study suggests that online ad viewability levels took a drastic slump from 54% to 47% in the second quarter of 2016; leaving the UK lagging behind other European countries.

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Sounding Off: Tips For Amplifying Muted Autoplay Video Ads

In the age of digital, mobile, and social, both advertisers and publishers are taking to these channels to promote their brand and disseminate content. Facebook is practically a publisher’s hub for video content; any given scroll through a user’s Facebook newsfeed can include breaking news clips, DIY recipe micro-videos, cute kitten compilations, and beyond. Advertisers have gotten in line with the positive response from consumers and incorporated pre-roll, native, and other features into their own marketing strategies for social.

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Exponential Millenial Moms Study Featured in Business Insider

Everything you know about millennial spending is about to change by Ashley Lutz Millennials are becoming parents – and it’s creating shockwaves in the retail, restaurant, automotive, and home-buying industries. The 18- to 35-year-old generation is notorious for renting homes instead of buying, spending on experiences over apparel, and dining at restaurants instead of at home.…

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For marketers, Brexit is already here

Many advertisers overlook the impact of uncertainty on their customers. Bureaucrats in London and Brussels will struggle to negotiate Article 50 for months to come, but for marketers Brexit is already here.

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Can viewability measure the effectiveness of online video ads?

In late 2015, the Drum published an article within which the author stated that over the next 12 months, viewability would re-emerge as a key industry issue and that digital video would be a key driving force behind this. With more brands focusing their ad budgets on digital video over traditional television ads, the importance of being able to track their performance and effectiveness has thrust viewability to the forefront of discussion.

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Unmasked: The mystery of the Trump voter

This year’s election has broken so many rules that it barely resembles a political process. Few predicted that Donald Trump would be the last Republican candidate standing, let alone that the Grand Old Party would subsequently rally around him.

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Why marketers need to learn to trust the machines

City A.M. previously published an article titled “Why marketers need humans behind the programmatic steering wheel”. The author highlighted how automation has transformed the marketing industry, and argued that for marketers to achieve successful automation, humans need to lead as machines lack the ability to predict or detect subtle changes or circumstances that make consumers respond to ads.

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All Video May Not Be The Answer For Some Publishers

All Video May Not Be The Answer For Some Publishers by Ittai Shiu There has been a lot of buzz lately around video content in the publishing world. Some of the biggest publishers are either predicting or pushing for all video content in just a few years. For example, Tronc, formerly known as Tribune, revealed plans for its…

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Are we missing the point on online ad viewability?

Viewability is still a divisive subject within the ad tech industry, but while the benefit of a viewability goal to advertisers is that it ensures their ad has appeared to a user, it doesn’t determine whether that user engaged with it and whether that user is your target audience. So what use is a viewable ad, if it isn’t engaged with? Perhaps the industry needs to re-align its focus on viewability.

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The Emerging Trump Republican Voter Profile

The Emerging Trump Republican Voter Profile by Philip Rosenstein As the Grand Old Party rips open at the seams, political marketers are taking a closer look at an emerging demographic group within the Republican party — one significantly distinct from the traditional Republican demographic. Red, White & Blog spoke with Bryan Melmed, vice president of insights…

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The Triple Threat Of Ad Blocking, Viewability & Fraud

The everyday challenges of marketers are constantly changing – from the introduction of new technologies to the shifting habits of consumers. Yet, there are some major challenges that have been sticking around and including viewability, fraud and ad blocking. How can marketers adapt? Viewability Viewability is mainly a question of pricing. The tools marketers can…

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Five Minutes With: Ittai Shiu, VP Creative Strategy at Exponential

Five Minutes With: Ittai Shiu, VP Creative Strategy at Exponential What are your biggest opportunities & challenges in marketing tech for next 12-24 We constantly hear about the growth of digital ad spends and how they will overtake TV. This represents a huge opportunity, but the challenge arises from a vast and increasing amount of technologies…

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New Advertising Report Shows the Power and Impact of Interactive Video

New Advertising Report Shows the Power and Impact of Interactive Video by Kevin Matthies According to a report from MAW ahead of the weekend, Exponential Interactive has just released a new report worth probing further. In the report — “The Power of Video-Driven Experiences: What Attention, Emotion and Perception Can Tell Us About Good Advertising”…

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Study: Interactive video ads getting more attention

Study: Interactive video ads getting more attention by Kristina Knight Turns out, video is an attention getter. That’s the takeaway from a new Exponential Interactive study which looked into how consumers react to pre-roll and banner ads as well as interactive video. Data from The Power of Video-Driven Experiences: What Attention, Emotion and Perception Can…

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Study Finds Interactive Video Ads More Effective Than Pre-Rolls

Study Finds Interactive Video Ads More Effective Than Pre-Rolls by Troy Dreier The ad tech company Exponential has released the results of a study measuring the effectiveness of standard video pre-rolls compared to interactive video ads. The interactive ads were VDX pre-roll and rectangular video ads, both proprietary formats offered by Exponential. Self-serving? Yes, vendor-created…

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Interactive Video Ads Garner Best Engagement

Interactive Video Ads Garner Best Engagement by Ben Frederick Interactive video is more engaging than pre-roll or standard banner, according to a new study commissioned by Exponential Interactive from market research firm EyeSee. The study compared 30-second pre-roll ad units with VDX interactive ads and standard banner units, measuring attention, how long subjects browsed and…

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MediaPost features Exponential’s Bryan Melmed: Is Your Data Telling the Truth?

Everyone lies at one point or another — especially when they are asked to describe themselves. Marketers tend to rely on surface demographics such as age, gender and income, but unfortunately, people even fudge these for a multitude of reasons. How can advertisers be assured that the data they’re receiving is accurate? One way you…

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