EMEA > Ad Exchange

27 January 2014 in ExchangeWire EMEA 0 Comments

Lifting The Lid On The Pandora’s Box Of Brand Safety

PandoraBoxEven with some unscrupulous publishers, negligent networks and careless agencies, brands can have as much safety as they are willing to pay for, writes Dan de Sybel, director of technology and operations, Infectious Media.

The drive towards more transparency in online advertising has revealed an ugly truth. There is a lot of bad quality inventory out there and many big name advertisers are appearing on it. How have we come to this, why is it so prevalent and why does it feel like so little is being done about it?

Getting an ad placement up on a new website is often as easy as signing up to an exchange or network, downloading a tag and placing it on your site. Some exchanges/networks will vet the site first and classify the content, but others do not. Even for those that do, there is nothing stopping an unscrupulous website owner from changing the content post vetting or simply putting the vetted ad placement tag on a completely different site.

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22 January 2014 in ExchangeWire EMEA 0 Comments

Caspar Schlickum Claims New Role Amid Xaxis, 24/7 Media Merger

Caspar SchlikumXaxis has announced the full integration of 24/7 Media to create “the world’s largest” programmatic outfit, with Caspar Schlickum being elevated to the newly-created role of EMEA CEO, crowning a series of high-level moves within the WPP trading desk.

This also mirrors recent developments within the Publicis fold, ExchangeWire reviews the changes at two of the industry’s biggest trading desks, and assesses the potential impact upon the European market.

Xaxis leadership line-up post integration

Some of the top lines from the press release (issued 21 January, 2014) are that the combined entity – which now controls more than $750 million of audience-targeted media buys across 32 markets – will retain the Xaxis moniker, with Brian Lesser to serve as global CEO, and David J. Moore (the ex-24/7 Media chief) as Company Chairman.

Meanwhile, Mark Grether will remain as Xaxis global Chief Operating Officer and Christina Van Tassell will become Chief Financial Officer. Nicolle Pangis will become the company’s Chief Revenue Officer and Paul Dolan will continue in his role as Senior Vice President, Global Business Development.

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21 January 2014 in ExchangeWire EMEA 1 Comment

‘Many Global Firms' Attempts To Crack APAC Fall Short’

Stuart Bartram, MD APAC, Rubicon ProjectAPAC digital publishers are undergoing a shift in attitude towards programmatic trading; from viewing it as an outlet for unsold inventory towards ‘holisitic yield management’.

As global regions go, APAC is perhaps the most diverse of them all, both in terms of cultures and economies – and by extension, in media and ad marketplaces, writes Stuart Bartram, Rubicon Project MD, APAC.

That said, European and Asian advertising moved noticeably closer together in 2013 with Dentsu’s Aegis acquisition, not to mention a range of smaller deals like Chinese firm BlueFocus buying the UK’s We Are Social in December. Meanwhile WPP’s ‘Asian domination’ plan, which began almost 30 years ago continued apace, with more companies snapped up, and big hopes pinned on continued significant digital growth in the region over the next five years.

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20 January 2014 in ExchangeWire EMEA 2 Comments

‘The Rise Of The Data Trading Desk,’ Gareth Davies, Adbrain CEO

GarethDaviesresizedWe’ve all heard the projections; global mobile ad spend is set to triple to $37bn by 2017, accounting for half of total US digital ad budgets. The driver; programmatic buying – set to reach more than 50% of US display spend by 2017 – and the surging adoption of mobile RTB is paving the way for a new array of mobile and multi-screen strategies, based on a unique, mobile specific array of data insights.

A year or so ago, the mobile ecosystem was still finding its way, affording buyers little ability to accurately target mobile audiences across scattered mobile web and in-app inventory, now things have changed. Gone are the days of blind, arbitraged mobile media buying from ad networks and the ever-growing array of non-transparent managed mobile DSPs.

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17 January 2014 in ExchangeWire EMEA 0 Comments

ExchangeWire European Weekly Round-Up

DeCastroExchangeWire rounds up some of the biggest stories in the European digital advertising space.

1. Yahoo Parts Ways with COO De Castro Ahead Of Ad Exchange Roll-Out

Earlier this week it emerged that Yahoo has axed its former Chief Operating Officer Henrique De Castro (pictured), who headed up its display ad business, with speculation indicating that his exit is largely the result of his failure to significantly raise the company’s advertising revenues.

In a note obtained by press outlets, which has been accredited to Yahoo CEO Marissa Mayer, it looks unlikely that De Castro will be directly replaced. Yahoo is currently preparing to roll out its recently overhauled suite of advertising tools in Europe, including a new self-serve bidder that will look to offer Yahoo segments (built from a myriad of data sources, including search and email) exclusively through the solution. Quite how the exit of such a high profile figure will influence Yahoo’s sales pitches to advertisers remains unclear, but it will make for an interesting backdrop.

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17 January 2014 in ExchangeWire EMEA 0 Comments

French Regulator Gets Tough On Privacy, And Clients Demand Transparency

France.jpgSources indicate that data will be one of the hot topics of 2014, particularly as the French regulator begins to bear its teeth and advertisers begin to demand enhanced transparency. In short, the terms ‘privacy’ and ‘transparency’ could soon become as synonymous with France as its national rallying cry: ‘Liberté, Egalité, Fraternité’.

In the second instalment of a two-part examination of the French programmatic trading market, ExchangeWire consults sources who offer their opinions of what developments must take place if the sector is to fulfil its potential and defy an otherwise gloomy economic outlook there.

ExchangeWire’s earlier post in the series reported how sources within the programmatic media industry indicated the market was ripe for consolidation, especially in the wake of premium publisher alliances La Place Media and Audience Square significantly impacting the market in 2013.

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15 January 2014 in ExchangeWire EMEA 0 Comments

‘French Programmatic Market Tipped For Consolidation In 2014’

France.jpgIn the first of a two-part look at the French programmatic market in 2014, insiders have told ExchangeWire the programmatic trading sector provided one of the few ‘good news’ stories in the French advertising market last year, which was described as “stable at best” by one source.

These sources also forecast the programmatic trading market will grow further in 2014, with some adding that market consolidation is a likely outcome if the sector is to continue to meet the needs of advertisers.

Tough economic climate impacting advertising budgets

Full-year figures for 2013 have yet to come in, but sources tell ExchangeWire the French advertising market was largely flat in the previous 12 months – an offshoot of the prolonged economic recovery there. Although in keeping with markets elsewhere, digital marketing budgets continued to swell.

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13 January 2014 in ExchangeWire EMEA 3 Comments

'We will get comfortable - and productive - in a post-cookie world,' Victor Milligan, CMO of Nexage.

the-cookie-crumblesJanuary is always a time of reflection and prediction, reflecting on how mobile advertising has evolved and then predicting what is in store over the next 12 months.

In 2013, the dust settled on some fundamental issues: programmatic (on its way in), the cookie (apparently on its way out), and brand spend (now accelerating).

In 2014 we will accelerate from these building blocks, maintaining our media heritage while fully embracing technology. We will finish the transition from mobile as a good marketing term to mobile as a strategic channel.
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10 January 2014 in ExchangeWire EMEA 0 Comments

ExchangeWire European Weekly Round-Up

publicis-omnicomExchangeWire rounds up some of the biggest stories in the European digital advertising space.

1. Publicis/Omnicom Merger Receives Green Light In Europe, So What Will This Mean For Accuen And Vivaki?

The merger is quite rightly billed as one of the biggest stories in the advertising industry, and this week the proposed ‘super agency’ took a significant step closer to fruition with the proposed $35bn dollar merger receiving the all clear from European Union’s antitrust authourity.

Firstly, the proposed merger – which is now all but assured of completion – begs the question of what will happen to the entities’ respective trading desks (i.e. Publicis’ Vivaki, and Omnicom’s Accuen)?

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7 January 2014 in ExchangeWire EMEA 0 Comments

Anne de Kerckhove, Videology, Explains What Programmatic Space Must Do To Attract A Larger Share Of 2014 Brand Budgets

Anne de KerckhoveProgrammatic buying continues to dominate video advertising conversations, and the ad tech industry can expect it to move further into the mainstream of media buying strategies in 2014. But the industry must reform some of its ways before this happens, according to Videology’s de Kerckhove.

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