EMEA > Ad Exchange

Sylvain Deffay is Country Manager, France at Infectious Media.

The growing involvement of publishers and technology partners has fuelled French programmatic buying progress. StickyAds Video Exchange’s recent integration with TubeMogul’s buying platform has allowed access to French premium video inventory. This is a very positive development for the French RTB market and it is becoming increasingly apparent France will play a key role in the development of programmatic buying across Europe in all digital advertising formats.

As a channel, online video will appeal most strongly to brand marketers and is the fastest growing segment in the French digital market (60% growth in H2 2012). As the Video Exchange only launched recently, I’m eagerly anticipating the next set of growth figures to see the impact that programmatic buying has on this growth. Personally, I am expecting to see stronger numbers than in other markets.

Indeed, such a private environment is the answer video publishers are looking for, with a recent study by AdMonsters and Adap.TV reporting 73% of EU publishers not offering video inventory on RTB due to their fear of pressure on CPMs in open exchanges. However, 30% of publishers surveyed said they will be running a private video ad marketplace within the next 12 months. The continued growth of video, predicted to be 55% of all consumer internet traffic by 2016, will ensure it remains top of the publisher agenda.

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We hosted our third Ad Trader Conference in Berlin two weeks ago. It was an interesting day, and offered up some fascinating debate and talking points. Looking in you would think nothing has changed since the first Ad Trader Conference, but a cursory look under the bonnet reveals that all is not what the sales houses are saying publicly – with significant volumes currently being traded programmatically.

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Google announced last week that it was making a number of changes to its DoubleClick Ad Exchange, as it continues to add the functionality of Admeld’s SSP solution to its core publisher product suite. Scot Spencer, Director of Product Management, Google, described it as an evolution of the Ad Exchange on the DoubleClick Publisher blog, but what does that mean? Is this conversion on the sell side? Do you really need a SSP and an Ad Exchange when they can both carry out the same yield management/optimisation task? How does this benefit the publisher? Here we discuss these subjects with Neal Mohan, VP Display Advertising Products at Google.

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In the last of the series on programmatic premium (sorry, guaranteed!) we speak to Paulo Cunha, Co-Founder & CEO shiftforward who breaks down, in some detail, how the ad exchange can be used to deliver programmatic premium buys – and compares this methodology against the direct sales model and programmatic premium trades executed via the RTB protocol. Cunha also goes into detail about the importance of forecasting in this type of premium trade.

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The trend of local publishers banding together to offer scale and targeting to agency trading desks has been gathering pace. Already we have publishers building their own exchanges – powered by the likes of Rubicon, AppNexus and Improve Digital – in France, Germany and the Netherlands. The growing influence of FBX and AdX across Europe is forcing publishers to address the shift of agency budget to programmatic buying. Now a number of the biggest premium publishers in the Danish market have agreed to launch a publisher exchange. ExchangeWire spoke to Martin Jensen, Head of Danish Publisher Network, to discuss the partnership with Rubicon Project, and what the DPN will mean for the local market.

Can you give some overview on this new Danish Network?  What publishers are involved – and what kind of volumes will be made available in the initial stages to RTB?

Dansk Udgivernetværk or the Danish Publisher Network (DPN) in its first phase represents the alliance of Politiken, Jyllands Posten, and Ekstra Bladet coming together to offer their online inventory and audience data to agency trading desks through RTB – representing a combined reach of 45% of the population. The ambition is to bring together all major publishers in the market to be able to offer advertisers advanced and unique 1st party audience data as well as great reach within a premium and brand safe environment.

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TraderTalk TV is coming to Paris on March 06. TarderTalk TV provides the visual overview of the granular aspects of data-driven advertising – effectively, how all this technology, data and trading actually works (you can view all episodes here).

We will be inviting some of the leading figures in the French market along to provide insight into innovation as well as smart execution around technology and data.

The series will be profiling the best and brightest from across the buy and sell side to scribble on our now “world-famous” whiteboard. Details to follow on when these episodes will be posted.

Douglas de Jager is founder at spider.io.

Display ad exchanges have traditionally set out to solve a particular pain for advertisers: fragmented access to display ad inventory. Exchanges allow advertisers to buy ad inventory from a single source, an ad exchange, rather than engaging independently with each of the disparate underlying ad networks and publishers.

Until now the onus of selecting the best ad inventory from an exchange’s more abundant supply has been left to the advertiser. Indeed, the recent push toward real-time bidding has ostensibly been about empowering advertisers still further to choose the best available inventory. Between ad exchanges the battle has largely been about which ad exchange can grow its supply of ad inventory as quickly as possible.

In this article we see that advertisers do not have the tools necessary to select the best inventory across ad exchanges. Advertisers are buying ad inventory at scale across lower quality publishers without the ability to improve their selection of inventory. This means that advertisers continue to achieve lower ROI (return on investment) across ad exchanges than they could potentially achieve. With lower ROI, advertisers spend less.

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Simon Halstead is Director, Microsoft Advertising Exchange and Scale Display, EMEA, Microsoft Advertising

Disclosure – I have worked for agencies, sales houses, networks and now work for one of the world’s leading publishers and exchanges. Microsoft have a valued partnership with AppNexus in Real Time Bidding (RTB). All views expressed are my personal opinions, and don’t necessarily reflect Microsoft strategy.

I love real time bidding (RTB), but I want it to be better, and accurate. Many in our industry spend a great deal of time using an auction mechanic, applying technology and time to focus on optimisation, layering of data, or, on the sales side, proffering bid insight and guidance. An important question that we often forget to ask is: does the RTB auction deliver true value to buyers and sellers? I believe single bid submissions from bidding technologies is doing the market a disservice, and encouraging risk taking and arbitrage on assumed bid reduction.

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