At ExchangeWire’s ATS London 2025, our Chief Digital Officer, Ben Foster, joined a stellar panel to explore one of the hottest topics in the industry right now: how the rise of the “super signal aggregator” is powering the next generation of ad tech.
Hosted by Sarah Robertson, Chief Product Officer at Experian Marketing Services, the session also featured Pierce Cook-Anderson, VP of EMEA at Audigent, and Bedir Aydemir, Director of Data and Strategic Partnerships at News UK. Together, they examined how advertisers, agencies, and media owners are adapting to a rapidly evolving data landscape.
The panel explored:
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The evolution of signal aggregation: how unifying disparate data sources creates more actionable insights for advertisers in a cookieless world.
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Privacy and trust: why the shift towards first-party data partnerships is essential, and how “super signal aggregators” are helping bridge the gap between audience understanding and regulatory compliance.
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Future-proofing ad tech: how media owners, agencies, and tech partners are collaborating to ensure effectiveness in an era where traditional identifiers are disappearing.
Ben brought the agency perspective, emphasising that while signal aggregation provides powerful opportunities, its true value lies in how it’s applied. He highlighted the importance of effectiveness, transparency, and accountability ensuring that innovations in data strategy are always tied back to measurable outcomes for clients.
The discussion underscored that “super signal aggregators” are not just technical solutions but strategic enablers, helping brands and agencies navigate complexity while still delivering relevance and impact.
Watch the full discussion below:
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