EMEA > Data Exchange

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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20 January 2014 in ExchangeWire EMEA 2 Comments

‘The Rise Of The Data Trading Desk,’ Gareth Davies, Adbrain CEO

GarethDaviesresizedWe’ve all heard the projections; global mobile ad spend is set to triple to $37bn by 2017, accounting for half of total US digital ad budgets. The driver; programmatic buying – set to reach more than 50% of US display spend by 2017 – and the surging adoption of mobile RTB is paving the way for a new array of mobile and multi-screen strategies, based on a unique, mobile specific array of data insights.

A year or so ago, the mobile ecosystem was still finding its way, affording buyers little ability to accurately target mobile audiences across scattered mobile web and in-app inventory, now things have changed. Gone are the days of blind, arbitraged mobile media buying from ad networks and the ever-growing array of non-transparent managed mobile DSPs.

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17 January 2014 in ExchangeWire EMEA 0 Comments

ExchangeWire European Weekly Round-Up

DeCastroExchangeWire rounds up some of the biggest stories in the European digital advertising space.

1. Yahoo Parts Ways with COO De Castro Ahead Of Ad Exchange Roll-Out

Earlier this week it emerged that Yahoo has axed its former Chief Operating Officer Henrique De Castro (pictured), 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.

In a note obtained by press outlets, which has been accredited to Yahoo CEO Marissa Mayer, it looks unlikely that De Castro will be directly replaced. Yahoo is currently preparing to roll out its recently overhauled suite of advertising tools in Europe, including a new self-serve bidder that will look to offer Yahoo segments (built from a myriad of data sources, including search and email) exclusively through the solution. Quite how the exit of such a high profile figure will influence Yahoo’s sales pitches to advertisers remains unclear, but it will make for an interesting backdrop.

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17 January 2014 in ExchangeWire EMEA 0 Comments

French Regulator Gets Tough On Privacy, And Clients Demand Transparency

France.jpgSources indicate that data will be one of the hot topics of 2014, particularly as the French regulator begins to bear its teeth and advertisers begin to demand enhanced transparency. In short, the terms ‘privacy’ and ‘transparency’ could soon become as synonymous with France as its national rallying cry: ‘Liberté, Egalité, Fraternité’.

In the second instalment of a two-part examination of the French programmatic trading market, ExchangeWire consults sources who offer their opinions of what developments must take place if the sector is to fulfil its potential and defy an otherwise gloomy economic outlook there.

ExchangeWire’s earlier post in the series reported how sources within the programmatic media industry indicated the market was ripe for consolidation, especially in the wake of premium publisher alliances La Place Media and Audience Square significantly impacting the market in 2013.

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13 January 2014 in ExchangeWire EMEA 1 Comment

MoneySuperMarket Invests In Viewability Tech Over 'Opaque' Trading Desks

msm-logo-2013MoneySuperMarket aims to increase the efficiency of its online media spend by cutting a deal with ad viewability firm Meetrics, as it continues to diversify its multi-million pound digital marketing strategy.

The price comparison site today (13 January, 2014) announced it has appointed Germany-based Meetrics to address concerns over the number of online ads being served to digital screens, but never actually seen by a user.

Meetrics, which claims that up to 30% of online ads are never actually seen by an audience, will help improve the viewability of MoneySuperMarket’s ads bought via programmatic trading channels, using its online dashboard.

The ad tech firm’s Ad Attention Monitor service provides advertisers with data on whether or not their ad is visible, how long it’s seen for, and the number of clickthroughs it has generated. It also claims to be able to identify unintentional clicks on brands’ online ad units.

A release announcing the partnership claims an earlier test phase campaign saw MoneySuperMarket achieve a 37% increase in ROI through its online advertising by focusing on sites with high ad visibility

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31 July 2012 in ExchangeWire EMEA 0 Comments

Chris LeMay Discusses The New Publicitas SSP Proposition And The Role VisualDNA Will Play In The Pan-European Publisher Strategy

Publicitas announced last month that it was looking to launch a premium exchange solution for pan-European publishers. Here Chris LeMay discusses VisualDNA‘s role in the new Publicitas project, and what the new SSP solution will mean for premium European publishers.

What can you share about the Publicitas sell side platform?

Publicitas is bringing to market an industry leading, pan-European, sell side platform to the benefit of Europe’s premium publishers. It incorporates features that will afford publishers much greater control and choice over how both their inventory and user data is monetised. Principally, it will enable premium media owners to increase yields, maximise ad revenues, benefit from new audience-based revenue streams and gain more control over how their premium and discretionary inventory is priced and purchased.

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18 July 2012 in ExchangeWire EMEA 1 Comment

Damian Blackden Discusses His New Appointment at Adnologies; Outlines Product Offering And Roll-Out With CEO Andreas Schwibbe

Adnologies announced this week that Damian Blackden will be joining the company as international CEO, as the European buy-side tech provider aims to roll-out its buy-side “stack” solution across Europe. Blackden worked as President, International at Annalect: Omnicom Media Group’s digital, data and analytics business across EMEA, APAC and LATAM – as well as leading digital development at Zenith and co-managing UM’s London office. Here Blackden, alongside Adnologies CEO, Andreas Schwibbe, explains the move, and how the product is going to differentiate itself in a crowded and fiercely competitive European buy-side market.

For those unaware of the Adnologies solution, can you some overview of the solution and the thinking behind your move to the company?

Damian Blackden: They have methodically and intelligently built out the complete ad technology stack at a time when the industry is learning how essential it is to have components work together seamlessly in order to maximise campaign effectiveness, and to remove data leakage. Plus the individual components themselves are very sophisticated. The number of business rules that can be usefully applied meant that they could show me some very interesting case studies. So – it was a very compelling proposition to me, as was the scope to build on their successes in Germany. I’m used to scaling technology and businesses across territories so I can feel the potential.

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21 June 2012 in ExchangeWire EMEA 0 Comments

No Longer Just A Supermarket: Why Tesco Is Evolving The Retail Model With Its Digital Strategy

Tesco is no longer a supermarket selling milk, bread and tins of beans. It is a media and data company. Yes, the home staples will never be replaced in the new digital economy, but the pivots being shown by the likes of Tesco is indicative of real evolution in retail.

In the last week, Tesco snapped up UK based We7 for a relatively modest £10million (although it is still to turn a profit). This adds music to their entertainment stack after previously acquiring Blinkbox.

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19 June 2012 in ExchangeWire EMEA 2 Comments

DoubleClick Digital Marketing: Jason Bigler Discusses The DDM Suite, Why An End-To-End Stack Is Necessary For The Market And How DDM Offers A True Cross-Optimisation Solution

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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19 June 2012 in ExchangeWire EMEA 0 Comments

EMEA Round-Up: Rajeev Goel and Kirk McDonald to Speak at Cannes Lions’ First Annual TechTalk; VivaKi Nerve Center Launches Audience On Demand™ Mobile in the UK; StrikeAd partners with Regital to drive UK-wide growth; Weborama Boosts Management Team

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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