Data is the air that marketers breathe, yet it’s not always clear how to approach it. What data should I be using? How can I make all my data fit together? What types of audiences and segments do I need to reach the right consumers? These are just some of the questions on the minds…

There is new data that paints a picture of what consumers are doing online in the days and weeks leading up to travel. This is what marketers need to know.

For marketers, the challenge remains the same; capture attention and demonstrate that your message, product or service is worth it. What’s changed are the rules around how to engage, maintain loyalty, and ultimately provide some value in exchange for that engagement and loyalty.

Nicole Liebmann, Head of Mobile for APAC and South Africa at Exponential is responsible for leading the revenue and operations for the company’s mobile solutions. Nicole shares four mobile campaigns by Exponential as case studies on the new way of mobile engagement.

Exponential is a “digital advertising experience provider” across desktop, laptop, and mobile, with a global footprint, says Bryan Melmed, VP of Insights Services. In this podcast, Melmed shares forceful, sometimes controversial views on big data, cross-device targeting, and programmatic — and breaks down human behavior into three intriguing layers.

For marketers, deciding between short-form and long-form video has been challenging. On one hand, consumers have short attention spans, and on the other, studies have shown that longer video can perform better. Both short and long formats have value. When deciding between the two, marketers should first consider the goal of the campaign.

For marketers, deciding between short-form and long-form video has been challenging. On one hand, consumers have short attention spans, and on the other, studies have shown that longer video can perform better. Both short and long formats have value. When deciding between the two, marketers should first consider the goal of the campaign.

Recently, Proctor and Gamble called on the media buying and selling industry to get its act together and demanded transparency into the whole supply chain. When I buy Proctor and Gamble’s products, I don’t ask them for transparency into their supply chain. In fact, I buy their products knowing that I will get high quality products at competitive prices because I can choose between many competing brands.

The marketing world is seeing the friction as the internet develops from something open into a collection of very large walled gardens – walled jungles? – with the open part of the internet increasingly marginalized – and that should give everyone pause.

The announcement has those in marketing questioning the approach and the overwhelming power the ad blocker would give Google.

How offensive or annoying is that? That’s a real question for those in the business of assessing what types of ads viewers might consider beyond the pale: Especially now, when ads that don’t make the cut may be blocked before any human sees them.

The YouTube Boycott & Brand Management in the Age of Trump This recent incident of hundreds of brands boycotting YouTube and Google is very different from anything we have seen before. The situation all seemingly started with an article breaking the news of video ads appearing alongside extremist videos and, within a week, hundreds of…

This recent incident of hundreds of brands boycotting YouTube and Google is very different from anything we have seen before. The situation all seemingly started with an article breaking the news of video ads appearing alongside extremist videos and, within a week, hundreds of brands decided to boycott YouTube. Writing exclusively for ExchangeWire, Dilip DaSilva, CEO, Exponential, asks whether this is an orchestrated event. These brands are likely not talking to each other and collectively deciding to pull out. Yet, this situation has snowballed fairly quickly, which leads us to scratch our heads wondering why.

It’s not often issues such as ‘programmatic advertising’ and ‘brand safety’ make the BBC national evening news, however, that’s exactly what happened last month thanks to the ongoing furore surrounding brand ads appearing alongside inappropriate online content.

It’s not often issues such as ‘programmatic advertising’ and ‘brand safety’ make the BBC national evening news, however, that’s exactly what happened last month thanks to the ongoing furore surrounding brand ads appearing alongside inappropriate online content.

I am often asked these days about our stance on transparency – the subject comes up in RFPs and has become the subject du jour in the same way as engagement, attribution and viewability.

If you’re currently employed as a media planner or media buyer, there’s a very good chance that you won’t finish this decade in the same role. The reason?

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.

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.

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.

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.

Dans un contexte chaotique, la pub en ligne fait face à des enjeux cruciaux alors même que les annonceurs, lassés de trop engrosser le mammouth programmatique, haussent le ton et demandent l’extension de la loi Sapin à la pub digitale. Il est temps de faire un état des lieux sur les coulisses de la pub, du programmatique et des médias…

En obligeant les trois acteurs majeurs de la pub – annonceurs, agences créatives, agences médias – à partager leurs données pour mieux customiser les campagnes, la publicité programmatique pose un défi majeur au marché. Et si c’est un eldorado, il est encore mal organisé et surtout mal compris par les créatifs des plus petites agences.

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…