Admeta‘s Ola Tiverman discusses the state of automated media buying in the Nordics and its offering in the local market.
What inroads are Admeta making into the SSP space in the Nordics?
We offer a white-labelled private ad exchange, as an alternative to the SSP. Our solution is much better suited to premium publishers that are concerned about their own brand and want to maintain a direct relationship with their clients, the advertisers and agencies. We provide RTB demand and external campaigns as an integrated complement to the publishers’ own sales in their private ad exchange.
Can you explain the value proposition behind the Tango Ad Platform? What differentiates it?
WhiteBox Tango is a white-labelled private ad exchange for premium publishers, that allows the publisher to maximise performance advertising revenues while having total control of their brand safety, pricing, products, sales channels, etc. It allows data driven advertising and automated advertising integrated in the internal optimisation. Our core is our automatic optimisation power where we leverage the efficiency of performance campaigns in real-time for each single impression.
Publicis Groupe Acquires Longtuo, Aiming for a Dominant Role in China’s Booming e-Commerce Market
Publicis Groupe announced this week it has acquired Beijing-based Longtuo, a digital marketing company with strong eCommerce expertise in creative, customer acquisition, marketing solutions and measurement tools. Longtuo will be part of the Groupe-owned Razorfish network and will be named Razorfish Longtuo China.
Founded in 2000, Longtuo employs 200 people throughout its Beijing headquarters and Shanghai and Guangzhou offices. The addition of Longtuo will more than double the size of Razorfish in China, which currently employs 130 people and provides e-Commerce services to clients such as Converse, Hertz, and GM Onstar.
Longtuo serves a prestigious roster of Chinese marketers, including 360buy, Kohler, Masamaso, Taobao (the country’s two largest B2C e-Commerce portals) and Yves Rocher. Longtuo also contracts work for Renault, providing website development and content management, as well as traffic measurement and analysis.
Frank Andersen is Nordic Chief Digital Officer. Here he discusses the group’s move into data-driven media buying in the region.
Would you be able to provide a bit more detail on the Accuen/Annalect Group/Omnicom Media Group proposition across the Nordic region?
Annalect Group is Omnicom Media Group‘s analytics, data and technology division, which among other things handles the Accuen Trading Desk. Our trading desk is a technology stack, combined with skilled people, designed to bring more value to both publishers and advertisers. Our positioning is quite clear. We do not buy cheap remnant media inventory in bulk and resell it. For us, the trading desk is about smarter media buying by applying the latest best-of-breed technologies, data and intelligent audience targeting. With Accuen we simply deliver more value to publishers and advertisers at an impression-by-impression level, and for our clients the trading desk solution is completely transparent in terms of technology, site placements and billings.
MediaMath & Improve Digital present: Battle of the Machines
Robots! Diagrams! Swelling music! Almost ten full minutes of automation animation RTB bliss.
Privacy is a Red Button Issue, But Most Users in the UK Don’t Know What a Cookie Is — IAB & ValueClick Report
The vast majority of UK consumers want some aspect of control or more information about how companies use consumer information to serve online advertising. However, the exact same number of people (81%) also agreed the internet is powerful because it provides unrestricted access to information.
The findings come from a report being published by the IAB UK and ValueClick, based on 2,000 interviews carried out by Kantar Media – 650 face-to-face and 1,350 online.
Otto Neubert Block is Managing Director at Emediate. Here he gives insight into the evolving data-driven ad market in the Nordics.
How progressed is the Nordics market from an automated trading perspective?
It’s a simple question to answer – immature. The Nordics are very immature in the automated trading market. ATS Stockholm is the first Nordic conference about the subject. However, seen from a technology provider point of view, let me just give you some of the constraints we face in the market.
First of all, the tools are not available in the market. The supplier approach has been very limited and as such most publishers have had to make their own inquiries and experiences. Trends, reports, tools, best practise, etc. is coming from the US/UK. It takes some time to digest and create new products and strategies.
Industry bodies are just starting to relate to these new tendencies and to describe the ecosystem and the players in the market, as well as analyse the regulatory measures needed to support the online media market.
The banner standards are not consistent. Most Nordic publishers can provide the Universal Ad Package, but the interest from international demand goes beyond these standards.
The demand is predominantly from international DSP’s—and the demand is very low. Domestic media agencies will of course help to grow demand, but the market is in a hen and egg situation (neither supply or demand is available) and we need to constantly evangelise about the new trend.
Carl Nelvig is the VP for R&D at Burt, a predictive analytics platform. In the first of two posts, Nelvig discusses the inherent problem in display advertising around the (in)compatibility of creativeness and media.
Differentiating between “Media Quality” and “Creative Efficiency” is key in order to evaluate brand building through online display advertising properly. In the first of these two posts we would like to give you a background to how we ended up where we are and introduce the metrics that are required going forwards.
The advertising industry often talks about ads in terms of a creative idea, an amazing design, or brilliant copy writing, but less often the media environment where the ads eventually end up. When it comes to traditional brand building media, such as TV, radio and print there is really not much to discuss, as their media environment is constant – 15s/30s TV spot, 60s radio spot, half/full page, etc.
Online display advertising is a whole different ballgame. Unless you consider ad visibility – an important component of media quality – before obsessing about click-through rates – a parameter of creative efficiency – you will reach the wrong conclusion, give credit to the wrong driver and probably not learn very much about successful brand building online.
ATS Sydney was the first full day conference on the evolving data-driven ad market in the Southern Hemisphere. The event was attended by over three hundred C-level regional digital media execs. One of the keynotes on the day was delivered by Julian Tol, CEO at Brandscreen, a leading DSP in the APAC market. You can watch the highlights of Tol’s keynote below. We will be uploading more video footage from the ATS Sydney event in the coming weeks.
We are adding a number of high profile speakers to the ATS Stockholm, which is just now two weeks away. The latest speakers include, Peter Loell, Director, Annalect, Omnicom MediaGroup, Petteri Vainikka, Founding Partner & VP Marketing, Enreach, and Otto Neubert Block, CEO, Emediate. The agenda for the first data-driven advertising conference in the Nordics is now live on the site. Tickets for ATS Stockholm can be purchased here.
New European Market Ecosystem Map by Improve Digital
In collaboration with their major customers and input from ad networks and consultants, and driven by a popular demand, Improve Digital has produced Market Map of the European online display advertising sector in an attempt to clarify roles of the various industry players and the relationships between them.
The creation of such document has been inspired by the success of the U.S. version (put together by LUMA Partnets LLC) and the acknowledgment that the European equivalent has not been developed yet.
Terence Kawaja, from LUMA partners, who produced the U.S. Display Advertising Market comments: “Ecosystem maps are a great way to frame a discussion around how an industry is structured and where it is going. Improve Digital has done a great job mapping the European landscape.”
Struq recently raised $8.5 million in a Series A funding round. The round included investment from Reed Elsevier Ventures, Pentech Ventures and Allen & Company LLC. Here Sam Barnett, Struq CEO, discusses the Series A raise as well as an overview of the Struq business going forward.
Congratulations on your series A funding round. What will you be doing with the new fund raise? More product development? Overseas expansion?
We are planning to open a number offices globally to service new demand. This will enable Struq to bring Ad Personalization to advertisers and agency campaigns across the US and Europe.
We are also planning to allocate more financial resources to innovation and product development. We are one of a few businesses globally who have built a complete ad technology stack in-house (DSP, bid optimisation engine, recommendation engine and dynamic creative optimisation), which has allowed us to deliver performance and ad personalisation to our clients. That is credit to the incredible team we have at Struq. A sizeable portion of our investment will be used to hire exceptional talent who will be focused on innovating for the benefit of clients and consumers.
Admeta‘s Ola Tiverman discusses the state of automated media buying in the Nordics and its offering in the local market.
Frank Andersen is Nordic Chief Digital Officer. Here he discusses the group’s move into data-driven media buying in the region.
Otto Neubert Block is Managing Director at 
Carl Nelvig is the VP for R&D at Burt, a predictive analytics platform. In the first of two posts, Nelvig discusses the inherent problem in display advertising around the (in)compatibility of creativeness and media.
We are adding a number of high profile speakers to the ATS Stockholm, which is just now two weeks away. The latest speakers include, Peter Loell, Director, Annalect, Omnicom MediaGroup, Petteri Vainikka, Founding Partner & VP Marketing, Enreach, and Otto Neubert Block, CEO, Emediate. The agenda for the first data-driven advertising conference in the Nordics is now live on the site. Tickets for 
