EMEA > Behavioral Targeting

26 March 2014 in ExchangeWire EMEA 0 Comments

Crossing The Great Data Divide

germanyAhead of next month’s Ad Trader Conference hosted in Berlin, Dimo Velev, OpenX, regional director, DACH, asks how can German publishers thrive in the era of big data given the more stringent privacy laws there, compared to the rest of Europe.

German publishing houses are notoriously risk averse, and are noted for their initial hesitance to ride this wave of innovation, although market data and anecdotal evidence suggests this is about to change.

In this piece Velev explains to ExchangeWire readers how ad tech providers can cooperate with said publishers to unlock the value of their first-party data to help spread value across the economic powerhouse of mainland Europe.
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25 March 2014 in ExchangeWire EMEA 1 Comment

The Rise Of Multi-Screen, And Why ‘Last-Click’ Has To Go

mouse-clickThe consumer shift towards accessing the web on multiple devices, plus the (albeit nascent) emergence of connected TVs, has prompted advertisers to transition towards a more holistic model of campaign optimisation, and addressing how they attribute their media spend.

The key to unlocking this potential treasure chest of brand campaign spend (traditionally the reserve of more established outlets such as TV, or outdoor), appears to be in the clever collection of data, and accuracy of campaign management.

But poor media planning, and more importantly, naïve attribution modelling is condemning the programmatic sector to the peripheries of many media plans, and a certain amount of ridicule among some. ExchangeWire consults sources from leading programmatic advertising companies to examine how they aim to help evolve brands’ attribution strategies, and embed themselves more firmly on their media plans.
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24 March 2014 in ExchangeWire EMEA 1 Comment

The Debate: Public Vs. Private Exchanges

AdscaleRomanusSebastianThe German programmatic market tipped for a period of sharp growth in 2014, as publishers there gradually open up to alternative models of monetising their digital inventory.

With German publishers notoriously slow to embrace automated trading, Sebastian Romanus, managing director of Munich-based Adscale, discusses the merits and drawbacks of public and private ad exchanges, ahead of next month’s Ad Trader Conference hosted in Berlin.
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19 March 2014 in ExchangeWire EMEA 3 Comments

Why Machines Can’t Totally Replace Humanity

Matt AdamsMatt Adams, DigitasLBi, deputy head of media, UK, employs a recent example of airline ads appearing next to stories about the missing Malaysian aircraft to explain that while technology and data may drive efficiency and sophisticated targeting, human sensitivity remains essential.

Fifteen years ago I was a junior exec in the marketing department at Harrods. I remember the colour draining from my face when, flicking through the daily newspapers to check some ads had gone out to print, I noticed our back-to-school uniform ad appearing next to a story on a national tragedy involving the death of many school children. Needless to say the wrath that ensued was not pleasant, and fortunately it’s not one I’ve encountered again to this day.
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5 March 2014 in ExchangeWire EMEA 1 Comment

‘People Use Buzzwords As A Box They Need To Check, But Often Don’t Know What They Mean’

willmargiloffWill Margiloff, IgnitionOne CEO, tackles one of the ‘fuzziest’ of the industry buzzwords: ‘Marketing automation’, and challenges readers to reconsider its definition.

Our industry is drowning in buzzwords. This should come as no surprise to you if you have read any article, been to any conference or sat through any sales presentation. I hear them in my sleep… ‘big data’, ‘programmatic’, ‘real-time’, ‘earned/owned’, ‘discovery marketing’ and on and on…

But being a buzzword is not necessarily a bad thing.
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4 March 2014 in ExchangeWire EMEA 0 Comments

Is the future of data-driven advertising on smartphones a ‘native’ one?

MoPub-Native-AdsNative ad exchanges are a nascent sector in programmatic, with mobile specialists providing the next phase of growth in the specialism. ExchangeWire examines both the drivers of the trend, plus the (legitimate) reasons holding it back.

Yahoo is the latest Silicon Valley-based digital behemoth to nail its colours to the mobile and native advertising bandwagons with an Ad Age article this week revealing that it is attempting to emulate Facebook’s success with in-stream ad units encouraging audiences to install mobile apps. Few details were disclosed on how the placements are being sold, but surely an integration with the Yahoo Ad Exchange cannot be too much of a stretch of the imagination.
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17 February 2014 in ExchangeWire EMEA 0 Comments

‘Trust, Premium Supply And Efficiency,’ Nick Hugh, Yahoo’s head of advertising solutions, on how it will differentiate Yahoo Ad Exchange

Screen shot 2014-02-14 at 18.36.48With the recent news of Yahoo UK MD James Wildman’s departure followed just ten days later with the news of his successor Stuart Flint’s imminent defection to Microsoft, it’s been a rocky start to the year for Yahoo.

A Yahoo spokesperson said: “We are already in the process of recruiting a new country commercial director and managing director for our UK business and Stuart will stay on until the new colleague arrives and will ensure a smooth handover”.

The recent developments were preceded by the dismissal of Yahoo COO Henrique De Castro, 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.
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12 February 2014 in ExchangeWire EMEA 0 Comments

How AOL, Google And Yahoo Are Jockeying For Larger Brand Budgets

PremiumThe race to woo further lucrative brand advertising budgets to programmatic channels continues to heat up, with Google striking a deal with ComScore to improve real-time campaign measurement data, as the resurgent AOL commits to opening more premium ad inventory to third parties.

Google and ComScore yesterday (11 February) announced a deal to give advertisers improved real-time insight into how ad campaigns booked on its DoubleClick ad platform are performing across screens.

The deal will see Google integrating Comscore’s Validated Campaign Essentials (vCE) ad measurement product into its DoubleClick offering, which improves advertisers ability to optimise campaigns as they happen.
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11 February 2014 in ExchangeWire EMEA 2 Comments

How Will Marketers Buy And Sell Media in 2020?

vidWhat will it take to win in 2020? Looking six years into the future of digital media is no easy task, argues Scott Ferber, Videology, CEO.

Three years ago, who could have predicted that 40% of all US brands would use programmatic buying platforms as our recent online advertising survey showed? And today, many major agency holding companies are projecting that within the next three years, 30 to 50% of all media buying will be automated.
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3 February 2014 in ExchangeWire EMEA 0 Comments

Xaxis Continues Expansion With Bannerconnect Acquisition

Xaxis.LogoWPP trading desk Xaxis has built on its ambitious European expansion strategy, announcing the acquisition of Bannerconnect for an undisclosed fee, just days after it formally unveiled its Brand Suite to the UK advertising market.

Xaxis announced the acquisition (the total purchase price has not been shared publicly) earlier today (3 February), claiming the pairing enables it to fully integrate Bannerconnect’s proprietary targeting technology into the Xaxis audience platform. Bannerconnect’s technology will also be used across trading desk initiatives within GroupM after the acquisition.

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