EMEA > Agency Trading Desk

A recent article published by ExchangeWire took a look at defining the opportunities and challenges around ‘programmatic premium’. The article tries to define “programmatic premium” as well as attempting to uncover how it might be executed. The article garnered a number of comments, and was also used as a discussion point at ExchangeWire’s recent sell out event, ATS Paris.

There now seems to be a general consensus that the execution of premium campaigns through platforms will come to resemble the long established and often maligned, upfront buy.

DSPs building for the future

DSPs know they need to offer a broader buying solution, beyond just RTB, in order to continue scaling and growing revenues. Private marketplaces were positioned as the means to achieve this, but it has not quite materalised (for reasons previously outlined on this site).

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Agency trading desks emerged to cope with the ever-increasing amounts of customer data and ad inventory presented by the advertising network environment. The ad trading ‘arms race’ had begun in earnest, but nobody knew quite how complicated it was going to become.

Five years on and the nascent ad exchange model has taken this complexity to an entirely new level. Such is the magnitude of available data and breadth of choice involved in making an informed purchase decision, that technology is increasingly taking the baton from the once human-dominated world.

Manual bidding is becoming an anathema to this environment. The industry is starting to wake-up to this fact, and its technology-led future, but this is a difficult transitional phase.

Open ad exchanges are undergoing a meteoric ascent and are now snapping at the heels of the declining ad network model. With more and more inventory owners throwing their hats into the exchange world, we are well on the way towards gaining an agnostic view of all available online ad inventory – advertising Shangri-La.

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Gamned, an international real-time trading technology company based in France, are positioning themselves to bring RTB campaigns and technology-based advertising to the mainstream. ExchangeWire spoke with CEO & Co-founder Edgar Baudin about their offering.

For those unaware of the Gamned proposition, can you give some overview on what you do in the French market?

Gamned is a company specialising in real-time personalised advertising, providing its services to e-merchants and large advertisers since 2009. We run RTB campaigns spanning the whole client life cycle and purchase funnel: from brand awareness to client retargeting for cross-sale. Thanks to our proprietary platform, we can offer full transparency on our operations, buying, margin and where our ads are delivered. We believe that advertisers will become more and more demanding regarding how and where their performances are reached, and we are willing to take them in this direction.

We have 35 people on staff, 40% of whom are in R&D, located in Marseille, while our client services operate from Paris. We have focused our development on core components such as an adaptive DMP, a DCO engine and an advanced client dashboard (soon fully customisable).

This technology allowed us to win the digital marketing and the gold award at the latest E-commerce Paris fair, recognising the strength of our value proposition and technology stack.

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Did Videology just become another end-to-end stack? Amidst all the Advertising Week releases, events and industry noise, Videology announced that it was acquiring LucidMedia for an undisclosed amount.

For anyone outside of the US, Lucid Media was a successful ad network that pivoted into a DSP two years ago. The deal is likely to have an impact on the future business for the company, but the biggest implication is that Videology is no longer just a video buying solution.

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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.

Boris Mouzykantskii, IPONWEB CEO, gave one of the best keynotes of the day at the recent ATS London. The presentation entitled, Unpacking The Black Box, lifts the veil on ad trading strategies of agency trading desks, DSPs and direct advertiser buyers. Mouzykantskii gives a proper deep dive here into the actual buying mechanics of RTB. This will be the first of many of the day’s presentations to appear on the site over the coming weeks so keep an eye out for ATS London content on ExchangeWire.

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SECTION I: PREMIUM & BRANDING IN THE PROGRAMMATIC ERA

KEYNOTE 1: Our first keynote speaker of the day was Neal Mohan, VP of Display Advertising Google, who gave us a presentation titled “Programmatic for the People”.
- Programmatic buying moving from performance to also include brand.
- You get what you measure.
- Let’s get that brand spend away from TV!

PANEL 1: “How are data & technology affecting change in advertising?”
This first panel was moderated by Erich Wasserman, Co-founder & GM, EMEA, MediaMath, with discussion between Curt Hecht, Chief Global Revenue Officer, Weather Channel; Anthony Rhind, Co-CEO, Havas Digital and Sean Cornwall, former MD, eHarmony.

Anthony Rind, Havas: “Know the value, not just the cost of data. What you’re doing with data is improving your accuracy, not providing a 100% hit rate. Clients won’t share their data unless they have absolute trust. Build attribution models based in comparing touchpoints of both converters & non converters, it proves display works.”

Curt Hecht, Weather Channel: “Mobile is the #1 thing I’m focused on. Mobile will make the Weather Channel global.”

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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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