Souvenez-vous, il y a 10 ans… Pour acheter des espaces publicitaires sur Internet, il fallait passer 125 appels pour savoir qui était en régie chez qui, faire 30 déjeuners avant de se mettre d’accord sur un CPM net net, et passer 380 heures en réunion pour comprendre la logique des grilles tarifaires. Et Ratecard fut. Non que cette base de donnée ait agi sur la variable déjeuner / réunion, mais elle a réglé le problème du « qui est où sur quelle thématique » de façon simple et claire, avouons-le. Vous remarquerez qu’à l’époque, on rêvait déjà de gagner du temps. Avec, en question de fond: comment automatiser tous ces processus d’achats et de ventes, tout en touchant l’internaute susceptible d’être réceptif au message diffusé?
The Ad Trading Summit is coming to Sydney on March 13. The full-day event will be the first major Australian conference to focus on the emerging data-driven display eco-system. Details on ATS Sydney can be found here. A number of senior APAC digital advertising executives have already been confirmed to speak on the day. Speakers for ATS Sydney include:
» Vicky Lyon, Managing Director, SpotXchange Asia Pacific
» Marc Barnett, General Manager, Microsoft Media Network & Advertising Exchange
» Julian Tol, Co-Founder & CEO, BRANDSCREEN
» Marc Lomas, Commercial Director, Cadreon Australia
» Paul Fisher, Chief Executive Officer, IAB Australia
Further details on keynotes, panels and full agenda will be published in the coming weeks. Early bird tickets are now available to buy on the site. Get your ticket today.
It’s probably the last thing you want to be seeing on your first week back: namely, another prediction list for 2012. But given that 99.5% of these lists have been overwhelmingly US-centric, it’s useful to have some European perspective. ExchangeWire will not be held to account for any of these predictions except if all of the following are realised through the course of 2012. Do include some of your own soothsaying in the comments area.
1. Publishers Banding Together To Pool Data & Inventory
Watch out for a sizeable announcement in the first half of the year from a group of large European publishers looking to build their own publisher exchange. This will be the first of many. I expect a similar initiative in Germany, as the powerful sales houses look to close ranks. It won’t be pan-Euro – but instead start out country specific. There have been numerous debates on ExchangeWire in 2011 as to why publishers should/shouldn’t do it. But ultimately it comes down to control. Control over inventory, data and pricing. Publishers are within their right to trade on their own terms. I think a centralised exchange would allow publishers to put in place the right resource to get the best price for their (data-enriched) impressions. Managing premium supply when the marketplace is saturated with brand unsafe inventory could turn out to be a stroke for struggling pubs. European publishers would be wise to steal a move on the market now and partner with a tech provider to build their own exchange. If you think I’ve lost it, how do you explain the MicroYahooAol “partnership”?
Season’s greetings, listeners. Today TraderTalk looks at the 2011 year in full – with some perspective on possible trends in 2012. This edition covers everything from the rise of the trading desk in Europe to ad tech’s growing obsession with acquiring/building the end-of-end stack. ExchangeWire Editor, Ciaran O’Kane, is ably assisted in the end-of-year review by the Guardian’s Tim Gentry, Martin Kelly, Managing Partner at Infectious Media, ValueClick’s Carl White and Eric Ward, Director, Digital Media at goetzpartners. So that you get all future episodes, you can subscribe to TraderTalk here.
Can you give some overview of the deal on the joint venture with Hi-Media?
Sure, Weborama and Hi-Media have been working together for a few months in the UK, and they have decided to strengthen this relationship. Weborama and Hi-Media will combine their UK online advertising sales activities into a joint venture operating under the Hi-Media UK brand. This move will improve Hi-Media UK’s service offering and scale on the market. Weborama UK will still operate its Data and Technology business separately, but this deal will reinforce the business relationship between the two entities.
Yet another video from the recent ATS London event. This time we have Jason Kelly, Chief Revenue Officer at Admeld, speaking to Anthony Rhind, co-CEO at Havas Digital about the evolving data-driven media buying landscape and the agency strategy. Rhind, one of the most respected and senior digital agency executives Europe, give his analysis on some of the big changes happening in the market and how it will affect the European agency.
Will Margiloff is CEO and Founder of IgnitionOne. Here he discusses the current fragmentation in the online advertising landscape, why consolidation is inevitable, and the how a “complete stack” approach will help marketers better manage media spend and drive performance across all digital marketing channels.
The fragmentation of online advertising is stifling innovation. This is a problem for everyone in the online advertising ecosystem.
Because we’re all feeding the industry increasingly indulgent treats (the infamous landscape slides say it all), marketers are navigating the technology landscape instead of focusing on strategic initiatives and leveraging data insights more effectively.
The result is an overly complex system that prevents marketers from realizing the full potential of digital advertising, and arguably prevents online advertising budgets from growing as quickly as our industry would like. It’s high time we tackled the issues impeding progress and tamed the ad tech beast.
Laurent Nicolas is Founder and CEO at Alenty, a measurement vendor specialising in ad visibility for both DR and Brand digital buyers. Here Nicolas discusses the Alenty proposition, how it is addressing ad visibility and ad recall, why it is helping brand advertisers move into display, and he even gives us a case study with a real life example.
What does Alenty do? Give us an overview of the Alenty proposition in Europe?
Alenty is the European leader in Brand Advertising Efficiency measurement. We measure whether online ads are efficient for brand advertising.
To achieve this goal, we have built strong technology that measures if ads are seen (visible on the screen while someone is watching) and for how long. Our unique positioning is our ability to mix this technology with partnerships with Market Research companies (TNS in UK, France, Germany and Spain – and Nielsen worldwide). This is why we have been able to prove the link between ad visibility and message recall. So, our clients can use our census ad visibility measurement to optimize their brand advertising campaigns.
Here are some of the highlights from the “Whither The Media Plan?” and Publisher panels from the recent ATS London. The first panel, ably moderated by Microsoft’s Zuzanna Gierlinska, focused around the media plan and whether or not it would still be around in 3-to-5 years given the rapid move towards automation. The panelists included Vivaki’s Marco Bertozzi, AOL’s Brandon Keenen, Martin Kelly, Infectious Media, MediaIQ’s Gurman Hundal and Nigel Gilbert. The discussion touched on wider trends in the marketplace such as the in-housing of the re-targeting function by agencies, the ad net’s potential demise and publisher concerns around CPM pricing.
The Publisher panel focused on sell-side issues and the opportunity for publishers in the emerging data-driven display space (note the mention of the Publisher Trading Desk and the pan-European publisher exchange here). This panel included: Tom Barnett, Director, Switch Concepts; Martin Van Der Meij, Yield Manager, De Telegraaf; Tim Gentry, Head of Optimisation & Effectiveness at Guardian Commercial; Jonathan Wolf, Chief Buying Officer, Criteo; and Nicholas Timms, Head Of Network Products, A&NY Media.
Both Google and Weborama delivered key notes at the recent ATS Paris. Jerome Grateau, Head of Media Platforms, SEEMEA at Google, focused on the evolution of the French sell-side eco-system – while Weborama’s Alain Levy concentrated on the buy-side and particularly how the Webormama business is keeping pace with the seismic shifts in the industry.
The Ad Trading Summit is coming to Sydney on March 13. The full-day event will be the first major Australian conference to focus on the emerging data-driven display eco-system. Details on 
It’s probably the last thing you want to be seeing on your first week back: namely, another prediction list for 2012. But given that 99.5% of these lists have been overwhelmingly US-centric, it’s useful to have some European perspective. 
Season’s greetings, listeners. Today TraderTalk looks at the 2011 year in full – with some perspective on possible trends in 2012. This edition covers everything from the rise of the trading desk in Europe to ad tech’s growing obsession with acquiring/building the end-of-end stack. ExchangeWire Editor, Ciaran O’Kane, is ably assisted in the end-of-year review by the Guardian’s Tim Gentry, Martin Kelly, Managing Partner at Infectious Media, ValueClick’s Carl White and Eric Ward, Director, Digital Media at goetzpartners. So that you get all future episodes, 
Hi-Media and Weborama 
Will Margiloff is CEO and Founder of 
Laurent Nicolas is Founder and CEO at 
