EMEA > Ad Exchange

ATS Paris is just weeks away, and we again look forward to assembling the ad trading community in Paris for our second big event in Paris. A lot has happened over the past twelve month in the French market. We have seen the rise of two publisher exchanges, La Place Media and Audience Squared, the big jump in the number of Independent Trading Desks servicing the French ad market – as well as the increasing dominance of the two big display players, namely Google and Facebook. All of these factors are contributing to huge growth in the local data-driven eco-system – and ExchangeWire looks forward to going to the heart of growth of the market. Agenda and speaker details are now available for the full day on Wednesday October 24. Early bird tickets are now available, but again we have limited space available. For those looking to attend, the full day event will be through both French and English with a full translation service available in both languages throughout the day.

Google announced this week that it is releasing tools to allow publishers to do native audience extension. This represents an interesting change of strategy from Google, as it will allow premium pubs both to scale and build out a Publisher Trading Desk without any third party tech. It is likely that Google will soon offer DFP publishers the option to execute audience extension strategies outside of Google-run inventory using Bid Manager, bringing the full end-to-end stack into play. ExchangeWire spoke with Neal Mohan, VP of Display Advertising and Jason Bigler, Director, Product Management about the new Google product release as well as the company’s wider display strategy in Europe (full interview below the ExchangeWire take on the native audience extension release).

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Improve Digital interviewed some of our panelists and speakers during Tuesday’s ATS London event at the BFI.

*COMING SOON*
Watch this space for uploaded videos of keynote speakers Mike Nolet, CTO & Co-founder AppNexus and Dr Boris Mouzykantskii, Founder, CEO & Chief Scientist, IPONWEB.

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This is not another ‘fanboy’ press release about how advertisers are able to drive down the cost of their media buying through the Facebook ad-exchange, FBX. The hype surrounding FBX has been executed beautifully by the PR machine at Facebook, and the trade press in the US and elsewhere have lapped this up.

But let’s be clear about the FBX proposition: Facebook has not invented new here. There is no new innovation progressing the ad market. This is just another way for the buyside to access tonnage, and we now have even more inventory flooding the RTB landscape. Many will claim that more liquidity is a good for the industry. This only benefits the buyer. It certainly doesn’t help the lot of the premium publisher, that now stands to have even less of a chance of effectively monetising through RTB.

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Dr. Boris Mouzykantskii is Founder, Chief Executive Officer & Chief Scientist, at IPONWEB. Mouzykantskii is a keynote at this year’s sold out ATS London. Here he discusses the current state of the real-time eco-system, the IPONWEB proposition and why an end-to-end stack strategy is unsustainable.

For those unfamiliar with Boris Mouzykantskii and IPONWEB, can you give an overview of the company’s proposition?

Essentially we build and operate customised media trading systems that enable our clients to take advantage of RTB, Audience & Programmatic buying on both the buy and sell sides of the equation, any of which can be designed to operate across any combination of display, mobile or video media.

We have been doing this for a long time now, and today we are managing more than 40 platform clients globally, the majority of which have unique and significant roles in the industry.

All of our solutions leverage u-Platform™, our rapid development environment that packages up the very complex component technologies required to operate in this space – Ad-serving at scale, real-time decisioning, machine learning, big data management, processing and analytics.

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Today, AppNexus announced that AppNexus, world-leader in Real-Time advertising technology, will be used as the new platform for the Orange ad exchange across Europe. Known as the Orange Ad Market, the exchange has been in business across the key markets of France and the UK since 2010. The announcement was made at the dmexco Digital Marketing Exposition & Conference in Cologne.

Stephanie Hospital, Executive Vice President of Orange’s Audience and Advertising division, comments: “Orange has deep relationships with both buyers and sellers of online media, and programmatic buying is becoming a key part of our digital media strategy to serve their needs. AppNexus, and its global presence, allows customised focus on each of our market’s needs. We believe this partnership will deliver both innovation and operational efficiencies to our clients.”

AppNexus President Michael Rubenstein, adds: “AppNexus is thrilled to be working with such an iconic brand as Orange, which has one of the most powerful European offerings in telecom, internet and mobile. Their leadership in the European ad exchange space has been inspiring to watch, and AppNexus is excited to see what new paths we can forge together in programmatic display and mobile.”

Advertising remains a core part of the France Telecom Orange strategy. Today, Orange Advertising, through its worldwide publishers, can reach an audience of 794 million unique users (comScore March 2012).

Fabien Magalon is Managing Director for the new premium publisher exchange group ‘La Place Media’, announced today. Here he gives his insights as to what this means for French publishers and advertisers looking forward.

Why has this group of premium publishers decided to build out a publisher controlled premium exchange?

First, let me introduce La Place Media. We are premium publisher exchange comprised of truly premium sites, and well known and respected brands, both online and offline. We combine the Mediametrie Net Ratings category leaders for Sport, News, Women and many more verticals. At launch, we reach 28 million unique users and deliver more than four billion monthly impressions across more than 80 sites from 12 major sales houses.

Regarding our decision to cooperate rather than act individually: most, if not all, of our publisher partners and customers have been exploring the exchange and RTB opportunities through multiple vendors in the past 24 months. After trialing the various vendors in the market, we selected the Rubicon Project’s REVV Platform as the underlying technology to power the Premium exchange. All have been excited by the opportunity and value that automated trading and data-driven advertising can bring to their individual businesses. Naturally, their desire was to embrace the change further and make more out of this gigantic opportunity.

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Leif Jägerbrand is one of the founders of Admeta, a leading technology and knowledge provider of white labelled Private Ad Exchange solutions to premium publishers in Europe. He works as Chief Revenue Officer & Product Strategy.

Executive summary

In this post I will demonstrate how the number of advertisers very strongly correlates with the eCPM in Private Ad Exchanges. The data in this article is gathered from 10 of the largest media houses in Europe. In general, if you double the amount of advertisers, the eCPM will increase by 79%. I will also briefly discuss what implications this will have on sales strategy.

Background

In our every day work with the biggest publishers around Europe we spend quite some time pondering the million Euro question: how can we increase revenue? Since ad exchanges are auction-based, most people naturally understand that more advertisers mean more revenue, due to better optimisation and higher bids; but how much more revenue does twice as many advertisers translate into? We have dug into our data and found some pretty fascinating stuff that we would like to share with you.

(The data we are looking at is from 10 of the largest media houses in Europe during 2012.)

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