EMEA > Ad Trading

ExchangeWire wrote a piece recently on why local publishers should build out the SME platform, leveraging the already existing relationships that they have with local businesses.

It is interesting to see 1&1 in the UK really aggressively going after the local SME market with a blanket TV campaign. Owning the digital relationship with SME is a huge opportunity, and scale in this market is a massive untapped opportunity. Google makes much of its search revenue from the SME sector – but display thus far has failed to really open this market segment. 1&1 is now trying to offer social media management tools to its current clients so clearly owning the platform can allow you to upsell advertising and marketing management solutions.

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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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The Adtrader Conference is now in its third year. After two successful events in Hamburg in 2011 and 2012 we are taking the show for the first time to Berlin.

Technology is changing the digital advertising market in Germany, Europe’s largest display market. Buyers and sellers of digital advertising are moving towards automation, and are increasingly looking at programmatic strategies to buy and sell campaigns. This not only changes the processes of marketing services, but also affects the make-up of digital advertising products.

The majority of German premium marketers in 2013 are actively making programmatic part of their business strategy; and partners and third-party buyers are investing heavily in tools and strategies to deliver data-driven buying solutions.

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In what is being seen as a strategic buy, LeadMedia announced this morning that it is acquiring Gamned, a leading independent trading desk in France.

LeadMedia, a data marketing specialist with hooks into performance advertiser’s CRM and data assets, is presumably looking to offer its pan-European customer base a real-time targeting and prospecting solution.

With this acquisition, the company can now offer a service layer to help its clients manage and run re-targeting campaigns. Although Gamned could be classed as an ITD, it was, like many progressive trading organisations in Europe, looking to build a customised technology solution in order to differentiate itself in a fiercely competitive market.

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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.