EMEA > Behavioral Targeting

Hot on the heels of our Japanese launch, ExchangeWire is announcing today that it is rolling out a dedicated, localised site for the Brazilian market, www.exchangewire.com.br.

Brazil has one of the fastest growing digital advertising markets globally. The market is undergoing some huge changes in terms of ad technology adoption and the move to automated buying – with many local players either partnering with large ad tech providers or launching their own versions of buy and sell side technology solutions. ExchangeWire Brasil will be a native language site, and will deliver the best analysis and reporting on the Brazilian market.

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Jason Bigler is Director, Product Management at Google. In an interview with ExchangeWire, Bigler gives the full run down on the capabilities of the new DoubleClick Digital Marketing (DDM) suite, and what it will mean for agencies and advertisers. He discusses how the DDM solution will offer multi-channel optimisation (except of course, for the moment, social) – as well as a unified buy-side stack that incorporates all of Google’s buy-side features. The launch of DDM in Europe is expected throughout the year in what is likely to be a phased roll-out.

Just for the record, explain what encompasses the Doubleclick Digital Marketing (DDM) suite?

Put simply, it’s a new name for a new platform – a buy-side platform that will unify and fully integrate all digital media buying for marketers and agencies. It includes our upgraded ad server DoubleClick Digital Marketing Manager, our latest bid management solution called DoubleClick Bid Manager, DoubleClick Search, and DoubleClick Studio, which now includes Dynamic Creative. In addition, all of these solutions will be fully integrated into Google Analytics for holistic attribution modeling, deduplicated cross-channel conversion reports, and site traffic reporting all in a single UI.

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Rajeev Goel and Kirk McDonald to Speak at Cannes Lions’ First Annual TechTalk

Rajeev Goel, Co-Founder & CEO, and Kirk McDonald, President, of PubMatic have been selected to speak at The International Festival of Creativity’s first annual TechTalk program, an interactive, immersive experience centred around innovation in digital media and marketing. They will present on the topic, “What Can We Learn from the Best Consumer Brands: What Content Producers Need to Understand about Connecting with Audiences…and Making Money in the Process.”

Sponsored by MediaLink, TechTalk is a dedicated platform for forward-thinking businesses to demonstrate their pioneering work across the digital-marketing value chain while simultaneously providing a space for these companies to interact with the brand, publisher, and agency delegates at the Festival.

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Videology Announces Integration with eXelate

Videology—an online video advertising platform and solutions provider—announced this week that its technology now allows server-to-server communication with eXelate—a data and analytics engine powering digital marketing decisions. This is the first integration of its kind between eXelate and a video advertising platform, pairing data intelligence with media execution in an in-stream video advertising environment.

With more than 1,000 targetable segments in online purchase intent, household demographics and behaviour propensities, eXelate allows marketers to act upon online data in real-time. Direct communication between the eXelate and Videology servers will allow video advertisers immediate access to highly-targeted, premium and maX™ performance custom segments, facilitating execution and immediate scale from the moment the video advertising campaign is launched.

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Improve Digital released its updated eco-system map last week, and it is messy. Very messy. More new categories, and even more companies. You need to ask yourself if the display market (4.5 billion euro at the last count) in Europe is big enough to support all these companies. In an interesting caveat at last week’s Automated Ad Summit (encroaching on trademark there, perhaps) in Amsterdam, AppNexus CTO, Mike Nolet, presented his own version of the eco-system – the Nolet-scape if you will.

Many of the categories on the Nolet “no nonesense” map were replaced with just two: namely, tech enablers and buyers/sellers. He pointed out to the audience that Google was slowly assembling the complete stack, and that many feature companies would get crushed by this formidable end-to-end stack. In fairness to Nolet he did intimate that AppNexus was taking a similar approach albeit with a more open strategy.

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Adobe Partners with Evidon for Privacy Solutions

Evidon announced this week their new partnership with Adobe. The integration will enable Adobe clients to access Evidon’s privacy controls directly though Adobe TagManager, and help them comply with global privacy regulations across all domains, advertisements, applications, and devices. In phase I, they’ll use Evidon InForm to help consumers control their behavioral advertising preferences, including giving them a mechanism to provide their consent to be tracked for OBA—a key requirement of the ePrivacy Directive.

This partnership is significant for two reasons:

First, it will help to ensure the safe use of consumer data. By integrating privacy tools into TagManager, Adobe is now ensuring that their clients capitalise on Big Data and use those tools responsibly, with respect for consumer privacy. That not only helps them comply, but also helps to ingratiate themselves to consumers.

The Evidon privacy tag will be activated through the Adobe SiteCatalyst tag, which is ubiquitous across the internet. This makes it simple for marketers to activate privacy control, and it means privacy assurance for consumers at massive scale. It also means that, as regulations change, privacy controls adapt with them—clients will be able to modify their notice and choice solution on the fly through the tag.

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New European Market Ecosystem Map by Improve Digital

In collaboration with their major customers and input from ad networks and consultants, and driven by a popular demand, Improve Digital has produced Market Map of the European online display advertising sector in an attempt to clarify roles of the various industry players and the relationships between them.

The creation of such document has been inspired by the success of the U.S. version (put together by LUMA Partnets LLC) and the acknowledgment that the European equivalent has not been developed yet.

Terence Kawaja, from LUMA partners, who produced the U.S. Display Advertising Market comments: “Ecosystem maps are a great way to frame a discussion around how an industry is structured and where it is going. Improve Digital has done a great job mapping the European landscape.”

Download your copy here.

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Struq recently raised $8.5 million in a Series A funding round. The round included investment from Reed Elsevier Ventures, Pentech Ventures and Allen & Company LLC. Here Sam Barnett, Struq CEO, discusses the Series A raise as well as an overview of the Struq business going forward.

Congratulations on your series A funding round. What will you be doing with the new fund raise? More product development? Overseas expansion?

We are planning to open a number offices globally to service new demand. This will enable Struq to bring Ad Personalization to advertisers and agency campaigns across the US and Europe.

We are also planning to allocate more financial resources to innovation and product development. We are one of a few businesses globally who have built a complete ad technology stack in-house (DSP, bid optimisation engine, recommendation engine and dynamic creative optimisation), which has allowed us to deliver performance and ad personalisation to our clients. That is credit to the incredible team we have at Struq. A sizeable portion of our investment will be used to hire exceptional talent who will be focused on innovating for the benefit of clients and consumers.

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