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It’s the biggest data-driven advertising event in Europe. It’s the event that even has its own acronym. ATS London is now in its third year, and the line-up of speakers and content is the best yet. Often copied – A LOT! – but never equalled, ATS London brings together the best in the global online ad industry to discuss the latest trends and developments in the space. And this year is no exception.

It is clear that our industry is moving beyond the mess of the LumaScape to a platform-centric world, and this certainly is one of the key areas being explored by ATS London this year. The full-day programme will be organised into three core themes: brand, application and big data. All of these are effectively shaping the data-driven ad space, and speakers and participants on the day will explore these issues in more depth.

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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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In a recent post we explored how Amazon could (and most probably will) launch a new ad solution that would make it one of the dominant media owners in the entertainment ad sector. The concept of brands becoming media owners is one that excites and interests us. We may well start seeing the entire buyer seller dynamic changing: agencies becoming networks; networks becoming agencies; publishers becoming advertisers; advertisers becoming media owners. Ad land is evolving and the lines continue to blur.

What does it mean for a brand to become a media owner and effectively launch their own trading desk?

Take a step outside of the digital ad tech industry and this is an idea that some agencies and ‘social gurus’ have been advocating for a long time. The activation of social strategies by building and creating content on behalf of brands which is then distributed through owned and earned channels; this is ultimately social media in a nutshell.

The ideas being presented here are more about how can brands actually monetise that content, the assets and ultimately the audience intent. We predict over the next 12 months we will begin seeing the rise of the BTD (Brand Trading Desk).

In the same way publishers are now, finally, looking at launching their own Publisher Trading Desks (© 2011, ExchangeWire), brands have an equally large opportunity. The opportunity of course is supplying the wider ecosystem with a data driven ad solution, without simply plugging the data into a third party data exchange and letting buyers continue to scramble about how to value the richness of that data. Long live the direct agency sales proposition?

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ATS Stockholm is the first full-day conference on data-driven advertising in the Nordics. The event takes place on Thursday, May 24 in Stockholm. A number of speakers have already been named and the full agenda will be released next week. Some of the speakers for the day include:

- Jukka Sundquist, Head of Display, Partner, KliKKi
- Johan Pettersson, Digital Director at Starcom Sweden
- Gustav Von Sydow, CEO & Co-founder at Burt
- Simone Skoog, Managing Director Nordics at Criteo
- Josh Mortensen, Founder and Managing Partner at GlibHippo
- Nigel Gilbert, Country Manager, AppNexus
- Kate Owen, Managing Director, Europe, Digital Element
- Oliver Whitten, Commercial Director, EMEA at the Rubicon Project
- Jason Bigler, Director Product Development for EMEA, Google

You can get your tickets today on the ATS Stockholm site. There is limited room so make sure you book your place early.

Shane Shevlin is Director of Business Development EMEA at IPONWEB. Here Shevlin discusses the IPONWEB solution in Europe, how the company works with ad tech vendors, and the critical role its technology plays in the real-time advertising eco-system.

For those unaware of the IPONWEB solution in Europe, can you give an overview of your current offering?

IPONWEB is essentially the tech provider behind many of the leading Ad tech platforms in the RTB space. We build and operate customised media trading systems that enable our clients to take advantage of RTB, Audience & Programmatic buying on both the buy-side and the sell-side of the equation, all of which can operate across display, mobile and video channels.

Our solutions leverage u-Platform™, our rapid development ecosystem that packages up the very complex component technologies required to operate in this space – Ad-serving at scale, real-time decisioning, machine learning, big data management, processing and analytics, all void of business logic. We then tailor the solution to specifically solve the business challenges that drive our clients to innovate and deliver the best results for their customers. So on top of this core u-Platform™ base, we then custom develop the algorithms & ad decisioning logic, together with any other unique feature-set requirements. We do this for each and every client.

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