Deep Dive Archive - ExchangeWire.com https://www.exchangewire.com/deep-dive/ ExchangeWire provides global data and insight on media, marketing and commerce Tue, 18 Jul 2023 15:38:34 +0000 en-GB hourly 1 https://wordpress.org/?v=6.3.1 Multi-Channel Advertising: The Path to Marketing Success https://www.exchangewire.com/deep-dive/multi-channel-advertising-the-path-to-marketing-success Wed, 19 Jul 2023 08:00:00 +0000 https://www.exchangewire.com/?post_type=deep_dive&p=1748360 Change, something which has arguably always been at the centre of the advertising industry, has been more dramatic in recent years. The impending death of the third-party cookie has meant that marketers and tech vendors have had to reassess how [...]

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]]> Thumbnail Privacy and Efficacy – a Case for Returning to One-to-Many Targeting https://www.exchangewire.com/deep-dive/privacy-and-efficacy-a-case-for-returning-to-one-to-many-targeting Thu, 30 Mar 2023 06:00:00 +0000 https://www.exchangewire.com/?post_type=deep_dive&p=1743353 The sunsetting of third-party cookies adds a new dimension to advertising’s age-old question: how do I reach my target audience? It also complicates a central consideration to resolving this question – the collection, analysis, and application of users’ data. 

Many in [...]

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]]> Thumbnail Deep Dive: Advertising Resource Management https://www.exchangewire.com/deep-dive/advertising-resource-management-arm-is-like-erp-for-the-advertising-industry Tue, 21 Feb 2023 13:00:00 +0000 https://www.exchangewire.com/?post_type=deep_dive&p=1742153 ARM is like ERP for the advertising industry: a strategic necessity in orchestrating and automating processes to cut spend and boost impact.

The advertising landscape is more complicated today than it has ever been. Advertisers have been forced to adapt to [...]

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]]> Thumbnail Deep Dive: a Guide to Environmental Sustainability in Digital Advertising https://www.exchangewire.com/deep-dive/deep-dive-a-guide-to-environmental-sustainability-in-digital-advertising Thu, 20 Oct 2022 14:30:55 +0000 https://www.exchangewire.com/?post_type=deep_dive&p=1732801 When it comes to evaluating sources of carbon emissions, we usually think about oil companies, the car industry, airlines, or any large factories emitting a big volume of smoke. But did you know that the Internet emits the same volume [...]

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]]> Thumbnail ExchangeWire Industry Review 2022: Moving Away from Legacy Infrastructure https://www.exchangewire.com/deep-dive/exchangewire-industry-review-2022 Wed, 08 Jun 2022 08:00:32 +0000 https://www.exchangewire.com/?post_type=deep_dive&p=1698804 Our industry is in a state of flux. From regulatory oversight, to increased platform privacy functionality, to the proliferation of the walled garden, the entire ecosystem is still trying to get to grips with a rapidly changing media and marketing [...]

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]]> Thumbnail The Evolution of Gaming: Why Modern Marketers Need to Embrace Gaming as a Channel  https://www.exchangewire.com/deep-dive/the-evolution-of-gaming-why-modern-marketers-need-to-embrace-gaming-as-a-channel Mon, 30 May 2022 01:00:40 +0000 https://www.exchangewire.com/?post_type=deep_dive&p=1695322 In the last few years, consumers globally have looked to mobile gaming to provide fun and entertainment, often while stuck at home. However, the adoption of mobile gaming into their everyday routine has grown to become the norm for many [...]

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]]> Thumbnail The Perfect Storm for Change: Web 3 and the Future of Programmatic https://www.exchangewire.com/deep-dive/the-perfect-storm-for-change-web-3-and-the-future-of-programmatic Mon, 23 May 2022 09:00:03 +0000 https://www.exchangewire.com/?post_type=deep_dive&p=1692296 The internet’s first advert was served in 1994; this banner ad went live on hotwired.com, reading “have you ever clicked your mouse right here? You will”. This campaign spoke to the technological advancements ahead and the highly anticipated and limitless [...]

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]]> Thumbnail The Future of Contextual Targeting https://www.exchangewire.com/deep-dive/the-future-of-contextual-targeting Wed, 06 Apr 2022 09:00:06 +0000 https://www.exchangewire.com/?post_type=deep_dive&p=1677859 The deprecation of third-party cookies affects all aspects of programmatic ad buying as we have known  it – personalisation, audience targeting, tracking and measurement, frequency capping, and more. As such,  the advertising world has had to rapidly adapt. Whilst some [...]

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]]> Thumbnail The Future of Programmatic will be Curated https://www.exchangewire.com/deep-dive/the-future-of-programmatic-will-be-curated Wed, 15 Dec 2021 09:00:00 +0000 https://www.exchangewire.com/?post_type=deep_dive&p=1647930 The world of digital advertising has changed dramatically in the last decade.
Not so long ago, deals were done with telephone calls, shaken hands, and manual insertion orders. But, with the advent of programmatic advertising and RTB, the supply chain connecting [...]

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]]> Thumbnail Data-Driven TV Media Buying Solutions: A Brighter Future for Broadcasters, Agencies, and Brands https://www.exchangewire.com/deep-dive/data-driven-tv-media-buying-solutions-a-brighter-future-for-broadcasters-agencies-and-brands Tue, 16 Nov 2021 09:00:21 +0000 https://www.exchangewire.com/?post_type=deep_dive&p=1635936 Identity deprecation. Digitised linear ad breaks. Ever-growing Internet giants. The proliferation of streaming services. A global pandemic. Four trends — and one life-changing experience — that have messily collided over the past eighteen months, bringing advertisers and media owners to [...]

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