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Articles by Paul Wright
#media #digitalmedia #advertising #socialmedia #mediastrategy #marketing #marketingstrategy
Meta overtaking Google in advertising revenue is a symbolic moment for the industry, but it’s really the result of a deeper shift already underway. EMARKETER forecasts suggest Meta will generate around $243B in ad revenue in 2026, slightly ahead of Google at $239B - 24% YoY growth, roughly double Google’s 12%. Google has dominated for so long because search captures intent. However, the platforms owned by Meta increasingly capture discovery before intent exists.
From Web2 Compliance to Web3 Assurance: How Crypto Exchanges Are Rebuilding Trust Online
In the aftermath of scandals, bankruptcies, and billions lost in poorly managed platforms, crypto exchanges have entered a new era — one defined by accountability, transparency, and technological assurance. The crypto industry’s evolution from Web2 compliance frameworks to Web3 trust models has reshaped how traders, regulators, and even blockchain developers perceive safety online.
How to win the Women’s Rugby World Cup and beyond
Opinion The live sport experience starts before the first whistle, from pre-match meals to watch parties to attending fan zones. For brands, that’s a goldmine of moments to connect — but also a challenge. Back in the early 1990s, when I started my career at Sky, sports advertising looked very different from today. Live fixtures on TV were rare.
Scam Compounds in Southeast Asia
Industrial-Scale Scam Operations Transnational crime syndicates have transformed parts of Cambodia, Laos, and Myanmar into hubs of cyber scam activities, with transformed hotels, casinos, and private compounds as their hubs. The scam compounds are run by career criminal syndicates, often in partnership with local elites and security personnel, to allow them to do their work with impunity.
From Target to Tactician: How Businesses Can Outsmart Ad Fraud in the AI Era
Unfortunately, fraudsters are unrelenting, and if anything, have only accelerated the scale and sophistication of their tactics. They now weaponize trust in digital ecosystems. They spoof legitimate brands, manipulate attribution paths, and fabricate fake clicks or installs to exploit marketers’ budgets. The result: digital ad fraud is projected to soar from US$88 billion in 2023 to US$172 billion by 2028.
Claiming Kaspa $KAS Airdrops via Coinbase: A Step-by-Step Guide
Cryptocurrency enthusiasts have been eagerly waiting for news about the Kaspa airdrop listing date. Based on recent information, Kaspa has been preparing for its airdrop event since Q1 2025, though an exact listing date wasn’t confirmed until now. 🌐 Step 1: Visit the Official Airdrop Reward Page. Dive into the action by heading to the official airdrop page, where all live events are waiting for you. Log into your account by connecting your wallet from any MOBILE/DESKTOP DEVICE.
Tesla's Entry Will Boost India's EV Market, Not a Threat: BMW
According to BMW Group India Managing Director and CEO Vikram Pawah, BMW Group India remains unconcerned about Tesla's potential entry into the electric vehicle market in this region and believes it will contribute to the segment's growth.
Circular Fashion: How Brands Can Reduce Textile Waste
In an exclusive interaction with Industry Outlook, Paul Wright, Group ESG Director, PDS Limited, discusses how India's fast fashion industry has increased textile waste, prompting brands to adopt circular strategies such as recycling, upcycling, and closed-loop production. Innovations in bioengineered fabrics, waste-to-fiber technologies, and digital traceability are enhancing sustainability, reducing dependence on virgin resources, and promoting responsible consumption.
From Cookies to Collaboration: RMNs are the new gold standard in advertising
Consumer privacy has been a global concern, leading in recent years to major turnarounds from Big Tech. Starting with iOS 14.5, Apple introduced App Tracking Transparency (ATT). And since 2020, Google has been promising to phase out third-party cookies in Chrome. For the scores of businesses that rely on such data to build effective advertising campaigns, these developments have translated into challenges.
Preserving History: Assessments and Climate Adaptations at the House of the Seven Gables in Salem, Massachusetts, USA
1. Introduction 1.1. Climate Change and Historic Sites The severity and impacts of climate change have been rigorously assessed in scientific literature for decades [1,2,3]. Climate change is causing more frequent and more intense weather events, such as floods, droughts, hurricanes, and heatwaves, as well as increasing sea levels, wildfires, and health risks [3]. These events are causing extensive destruction around the world and costing the global economy billions of dollars each year [4].
The Supervision of Financial Institutions' Climate-Related Transition Planning
Skip to main content Financial institutions are increasingly recognized for their role in climate-related change due to their financing of customers' and counterparties’ activities. Transition plans are a key element to limiting their climate-related change impact. This publication explores two types of transition plans: those focused on internal risk management and those aimed at reducing the institutions' own contributions to climate-related change and sets out what these mean for supervision.
How can brands BOOst engagement this Halloween?
Halloween brings an opportunity for brands to show personality and stand out from the crowd, writes Uber Advertising’s Paul Wright Head of Advertising International Uber Advertising Halloween offers an opportunity for brands to show personality and stand out from the crowd, but there is a debate around who started this so-called holiday.
Beyond the Rings: Maximising Advertising Impact During Key Cultural Events Such as the Summer Olympics
By Paul Wright, Head of International at Uber Advertising Crowning this ‘Summer of Sport’, the 2024 Paris Olympics are here, and the advertising industry is looking at how brands engage with audiences around these key cultural moments. I was thinking back to the first major Olympics I remember, maybe 1980 in Moscow or more likely the 1984 LA Games (Carl Lewis et al).
Why we all love social media...
A few years ago I terrified myself. Actually, this isn't exactly true. A colleague accidentally terrified me. Occasionally, a part of my job is to visit a remote technical site, perched atop a well-known and very precipitous piece of British territory. Just routine checks and maintenance but the road winds up and up and up, and it's narrow and doesn't have any real edge protection.
Data Clean Rooms - The Key to Collaborating on Marketing Analytics in a Privacy-First World
Data Clean Rooms – The Key to Collaborating on Marketing Analytics in a Privacy-First World Data clean rooms are a vital tool for today’s advertisers. Paul Wright, General Manager Western Europe and MENAT at AppsFlyer how 'Data Clean Rooms are the key to collaborating on marketing analytics in a privacy-first world'. The Gulf Cooperation Council’s success in adopting the latest technology before almost anyone else is rooted in due diligence.
LinkedIn will kill us all.
Just to be clear, I don't think LinkedIn will literally kill us all... I have no evidence to suggest that they're running death squads, are stalking the streets coughing on people or even lobbying for big something or other, at least not deliberately. But there is a problem.
Last Year’s Mobile Marketing Metrics & What They Mean for Middle East Marketers in 2024
The ability of mobile app marketers to drive consistent growth through constant change has been, and will continue to be, a major challenge as 2024 commences. Here’s what the data tells us from a tumultuous 2023 and what we can expect in 2024 given these trends.
In the ‘NOW’ Era, Marketers Should Prioritise Payback Periods and Cashflow
In the current business climate in the GCC, immediate gratification has become something of the norm. CFOs, CMOs, and investors have focused on the bottom line and expect ROI windows to shrink to the greatest possible degree. Marketing campaigns need to adjust to these new priorities. And that means new metrics.
In the ‘NOW’ era, Middle East marketers should prioritise payback periods and cashflow
In the ‘NOW’ era, Middle East marketers should prioritise payback periods and cashflow Listen to the article Paul Wright, General Manager Western Europe and MENAT at AppsFlyer, explains why marketers need to start focusing on payback periods instead of the traditional LTV & CAC or long-term ROAS, when measuring the success of their campaigns. In the current business climate in the GCC, immediate gratification has become something of the norm.
4 Lessons from Apple’s Privacy Push to Help Marketers Weather the Coming Cookie Drought
It has been two years since Apple released its App Tracking Transparency (ATT) framework and threw the privacy cat among the data-hungry pigeons. Marketers across the GCC had to come up with ingenious ways of delivering targeted advertising and learned many valuable lessons along the way. It is to these lessons we must now turn, as the privacy story throws up another twist. This time, it is Google’s turn.
Four tactics to help Middle East marketers weather the tough times of 2023
Four tactics to help Middle East marketers weather the tough times of 2023 Listen to the article Paul Wright, General Manager for Western Europe and MENAT at AppsFlyer, shares his thoughts on the four areas that marketers need to focus their budgets on, in order to get the biggest bang for their buck from their marketing campaigns. Through the first quarter of 2023, it’s evident that Middle East marketers are once again being challenged to do more-with-less. More revenue, please.
COMMENTARY: Celebrate contributions of the American farmer
The week of March 21-27 is National Agriculture Week. Our great state of Minnesota has a perfect blend of ways to enjoy the outdoors, great communities, career opportunities and economic growth. One of the primary areas that Minnesota gains significant value is in agriculture. This begins with the work of the American farmer who has evolved to become a professional in the area of producing commodities while using the latest in conservation and technology tools.
How Marketers Can Optimise Their CTV Ad Campaigns
As this new CTV paradigm takes hold, some advantages emerge. Traditional cable operators can only track the number of views and viewer location, which is not the richest set of insights in today’s consumer markets, where individualisation is a must-have. OTT platforms perform much better in gathering data in terms of both quantity and quality. The consumption of digital services and content is on the rise.
How App Marketers Can Keep the Economic Engine Running Through the Recession
By Paul Wright, GM Western Europe and MENAT, AppsFlyer App marketers are feeling the heat in the current economic climate, needing to make the most of reduced budgets and smaller teams while delivering stronger results. As such, elaborate campaigns are out, precise and highly-effective ones are in. That is no mean feat to achieve when global consumer in-app spend dipped 4.8% year-over-year in Q3 2022.
Privacy-by-design can be a source of value and opportunity, not cost
On Data Privacy Day, we may reflect on the different sides to privacy, which empowers some and hampers others. Let’s take an example. The UAE’s Personal Data Protection Law already regulates enterprises’ gathering and use of personal data and also covers concepts of confidentiality. Of course, people are protected because the government regards such laws as good governance. And private citizens welcome those protections.
4 Key Themes That Will Prove 'Make or Break' for Mobile Marketers in 2023
As the wave of digital transformation continues to sweep the region, smartphones have emerged as one of the key arenas where organizations now compete for attention, interest, and engagement from their target audiences. In the first nine months of the year, app installs grew 25%, as consumers increasingly turn to mobile apps to game, shop, manage finances, and more.
Top Mobile Marketing Tips to Place Your Mobile App in a League of its Own During the Qatar World Cup
With the FIFA World Cup in Qatar fast approaching, is your company prepared to take advantage of the incredible marketing opportunity that it presents? The region is set to see a huge influx of visitors and fans, and with the world’s attention firmly focused here, brands are gearing up to take advantage of this major opportunity. For mobile marketers, in particular, this is an exciting time.
It’s not all doom and gloom; five forecasts for creative advertising in 2023
Although the recession will be the biggest cloud hanging over creative advertising in 2023, the sky won’t be completely overcast for the industry. Previous economic downturns have provided many lessons on how to pivot creative strategies and sustain campaign effectiveness. Right now, advertisers must be mindful of consumers’ more cautious spending habits and consider how to make the most of their own scrutinised budgets.
Four mobile app predictions for 2023 that every UAE marketer should be aware of
Four mobile app predictions for 2023 that every UAE marketer should be aware of Listen to the article Paul Wright, General Manager for Western Europe and MENAT at AppsFlyer, shares four emerging trends that marketers should take into consideration in order to navigate what is likely to be a rollercoaster 2023 year Mobile apps continued to grow in importance, across the UAE, in 2022.
Omnichannel sales up 18% as Pets at Home rides continuing puppy boom, CEO stands down
Pet boom sees Pets at Home nose ahead Sharelines Pets at Home sees omni-channel sales rocket by 100% in two years as it cements it place as leading pet care provider Total group revenues at Pets at Home are up 15.3% to £1317.8m for the full year to March 2022, with omni-channel sales revenue up 18.4% on 2021 and a whopping 100% ahead of 2020’s pre-pandemic levels.
How boohoo Group upped efficiency and customer experience across its growing brand portfolio
boohoo group: single view of truth across its expanding business Sharelines See how a single source of truth for product data improves speed and accuracy across the product lifecycle, while driving operational efficiencies and speed to market at boohoo Global fashion pureplay retailer, boohoo group, has improved operational efficiency and speed to market, by revamping its product experience management (PXM) and product information management (PIM) systems, creating a ‘single source of truth’...
RXBX: The RetailX Brand Index 2022
The RetailX Brand Index 2022 explores the largest 500 brands that sell to customers across the EU from a strategic and commercial lens. Driven by our industry-leading research, we look closely at how brands now engage with shoppers, as well as how shoppers expect to engage with brands. In a series of examples, we discover how leading brands are tackling the complexities of multichannel retailing and maintaining customer loyalty.
GUEST COMMENT How ecommerce retailers can combat falling consumer spending
Sharelines GUEST COMMENT How ecommerce retailers can combat falling consumer spending Mark Elward (CMILT), chief commercial officer of Huboo Increasing energy prices, rising interest rates and a hugely volatile global oil and gas market are some of the factors currently driving an acute increase in the cost of living, impacting everything from the price of heating our homes to the weekly shop - the fundamental pillars of everyday life.
AI-powered ethical search aims to offer ‘private personalisation’, MusicMagpie already sees results
Music Magpie: already benefitting from personalised privacy Sharelines AI provides privacy first personalisation and 1:1 recommendations for retailers, with Massimo Dutti and Music Magpie already using the technology as part of their online shopping experience With 75% of consumers concerned with how companies use their data, building trust is a key challenge for the retail sector, but a new search and discovery platform launched this week hopes to offer a way to personalise privately.
Delivery the biggest deal-breaker for two-thirds of online marketplace shoppers
Delivering on delivery: priority for shoppers (Image:Shutterstock) Sharelines Consumers are looking for flexible delivery options and if they don't get offered them they go elsewhere, study finds Delivery is quickly becoming one of the biggest deal-breakers for online shoppers in the UK, with around two-thirds (65%) saying they wouldn’t order from a marketplace if they don’t offer a convenient delivery option.
Hotter shoes to open marketplace to offer selected other brands to its customer base
Hotter Shoes: creating its own retailer marketplace Sharelines Hotter Shoes is launching its own marketplace to sell selected third-party brands to its customer base of over-55s – the fastest growing market segment in retail Hotter Shoes, a specialist in footwear for the over 55s, is launching its own marketplace to sell selected third-party brands to its customer base, expanding its offering and cementing its position among its core demographic.
AI centralised ecommerce data platforms set for enormous growth as retailers look for differentiation
Un-siloing data is set to be big business (Image: AdobeStock) Sharelines Ecommerce sector will represent 35% of global customer data platform revenue, as online competition drives enterprise requirements for in depth customer insights Using AI to centralise silo-ed data in ecommerce is set to boost the customer data platform industry to $6bn a year from $1.7bn in 2022, a study suggests.
Europe’s first autonomous filling station convenience store goes live in Lisbon
European first:Galp's autonomous filling station in Lisbon opens its automatic doors (Image: Sensei/Galp) Sharelines The first-of-its-kind autonomous petrol station store from Galp brings speedy checkout-less shopping to the forecourt Leading Iberian petrol station operator Galp has opened Europe’s first fully autonomous filling station convenience store in Lisbon as the Amazon Go idea spreads across the retail sector.
The digital challenge - selling software across borders
The digital economy has been one of the few markets that boomed during the pandemic — so rapidly, in fact, that IBM’s US Retail Index shows digital retail has advanced by roughly half a decade in under a year. But ecommerce isn’t the only product-based business that saw success in such a trying time for companies worldwide. Consumer (both businesses and the general public alike) needs immediately shifted. Suddenly, a vast majority had to have the digital capabilities to work from home.
GUEST COMMENT Attribution and analytics: how retail marketers can spot the difference
Sharelines GUEST COMMENT Attribution and analytics: how retail marketers can spot the difference Paul Wright, managing director, AppsFlyer Retail marketers are constantly seeking to understand what their customers do, both offline and online. What value does a consumer have? What drives them to conduct a purchase? How do shoppers interact with brands?
GUEST COMMENT How optimised ecommerce platforms connected HobbyLink to the Japanese collectibles craze
HobbyLink: Tapping into the collectibles craze Matt Cannon, Chief Strategy Officer, Reach.jpeg The insatiable global demand for Japanese collectibles, such as anime figurines and pop culture items, is a goldmine for retailers in this space. From Gundam model kits to Pokémon toys, Hello Kitty dolls to action hero figurines, manga, and other collectibles, the world has fallen in love with Japanese crafting and pop culture.
EDITORIAL Mountain Warehouse, Unbound, Secret Sales, Moonpig and more develop new ways to reach customers
Image courtesy of Mountain Warehouse Sharelines EDITORIAL Mountain Warehouse, Unbound, Secret Sales, Moonpig and more develop new ways to reach customers In today’s InternetRetailing newsletter, we’re reporting on the new services that retailers are developing as ecommerce and multichannel trading environment continues to change. Mountain Warehouse and Unbound are both doing so through marketplaces on their websites, where they will work with third-party brands.
EDITORIAL How The Works and the Co-op are getting closer to customers at a time of squeezed spending
Sharelines How The Works and the Co-op are getting closer to customers at a time of squeezed spending In today’s InternetRetailing newsletter we’re reporting on how retailers from the Co-op to The Works continue to find new ways to get close to shoppers at a time when spending is becoming more squeezed by rising inflation. The latest ONS retail sales figures suggest that in April shoppers spent more money than in March and the previous year – to buy fewer goods.
EDITORIAL Sustainability, cross-border, beating fraud and understanding Gen Z: the keys to retail longevity
The tide of retail is turning and the sands are shifting (Image: AdobeStock) Sharelines The yawning chasm between what retail was like pre-pandemic and what it is like now couldn't be wider and for many retailers they are having to fight a battle to stay relevant on multiple fronts Being a retailer in 2022 is hard.
How retailers can take on the pandemic through mobile apps in 2022
Despite the unpredictability of 2021, forecasts predicted that UK consumers would spend £10bn more on online purchases than the year before. Moreover, a recent survey by Attest, which explores the behaviours of 1,000 working-age UK consumers, suggests buyers will continue to use a mix of online and physical shopping. Half of the consumers “mostly” to “always” buy online, while 29% prefer shopping in-store and 31% divide their purchases between online and offline.
U.S. Adults’ Attitudes toward Gay Individuals’ Civil Liberties, Moral Judgments of Homosexuality, Support for Same-sex Marriage, and Pornography Consumption, Revisited
ABSTRACT Approximately a decade ago, Wright and colleagues published three studies probing the nature of the relationship between heterosexual U.S. adults’ attitudes toward homosexuality and pornography consumption.
WTF is Mobile IDFA?
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How can Middle East marketers prepare for a post-IDFA world, by AppsFlyer’s Paul Wright
The mobile marketing landscape is set to undergo a significant change, with Apple rolling out new privacy features that will restrict how mobile apps gather data about users. As part of the changes, users will be required to proactively opt-in to sharing device identifiers such as Apple’s Identifier for Advertisers (IDFA) and it’s expected that the vast majority of users will not opt-in, rendering IDFA obsolete.
4 Trends Set to Dominate Digital Marketing in 2021, by AppsFlyer Paul Wright
After all the uncertainty and rapid developments in 2020, it might seem hard to predict what is in store for businesses in 2021. The new strain of the virus, ambitious vaccination programs and other political and economic factors such as the renewal of ties between GCC countries further cloud the crystal ball. But if there is one thing for certain, it’s that digital transformation will continue to accelerate, and with it, the relevance and value of mobile apps.
Cattle producers not adequately represented
CPA boss says industry must embrace common sense change. Cattle Producers Australia congratulates Alice Greenup on her recognition of some key issues integral to effective red meat industry representative reform, as reported in the article "Pushing Back on Red Tape and Fake Claims" by Shan Goodwin. We endorse Alice Greenup's call for cross-sectoral national representation and that we could be a powerful force if we all got behind strong leadership.
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