Data Management Platform
Sources 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 [...]
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MoneySuperMarket 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 [...]
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1. Publicis/Omnicom Merger Receives Green Light In Europe, So What Will This Mean For Accuen And Vivaki?
The merger is quite rightly billed as one of the biggest stories in the advertising industry, and this week the proposed ‘super agency’ took a significant step closer to fruition with the proposed $35bn dollar merger receiving the all clear from European Union’s antitrust authourity.
Firstly, the [...]
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GroupM’s purchase of Germany-based Plista for a reputed €30m indicates an increased appetite for data-driven solutions among the industry’s big players, but also points to mounting pressure facing third-party tech partners as we enter 2014.
This week WPP’s investment arm GroupM – which houses media agencies including MEC, Mediacom and Mindshare – further added to its stable of programmatic entities, namely Xaxis and Quisma. Officially GroupM and Plista have yet to publicly disclose the value of the purchase, but reports [...]
Tags Ad NetworkAd TradingAd VerificationAdvertiserAgencyAgency Trading DeskAudience BuyingData Management PlatformDigital MarketingDisplayGerman Sales HouseMarketing TechnologyMedia BuyingOnline MarketingProgrammatic
At our recent ATS event in Paris, we gathered a number of senior European ad tech execs to discuss how customisation will define the programmatic space going forward. Some of the areas covered in the discussion are outlined below.
- Is it better for buyers to use existing ‘off-the shelf’ solutions, or is a more customised approach the inevitable route in terms of differentiation? - Are buyers/traders better able to customise their offering through the use of [...]
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Why merge Xaxis and 24/7 Media now? What value does it add to both companies?
The timing for this merger is perfect. Xaxis has continued to grow phenomenally to be a USD $400m business globally, working for over 1,500 brands. We are incredibly proud of the value we have [...]
‘The Data Ownership Problem: Why Brands Need to Understand Who is Really Benefiting From Their data’, by Mark Connolly, Managing Director EU & APAC, AudienceScience
There is so much emphasis on customer data at the moment. In the search for a competitive edge, marketers are focused on gaining the most valuable insight and building smarter and stronger personal relationships with their customers.
It should be no surprise then that data has not only become top of mind for marketers, but also incredibly valuable. Offline data is already a multi-billion pound industry and marketers are now well accustomed to paying substantial sums for [...]
‘Why are Publishers Afraid of Selling Their Data?’, by Delphine Fabre-Hernoux, Audience Centre Director, EMEA, Amnet
While everyone in the advertising industry is talking about technologies, such as data management platforms, and have an opinion regarding the value of data, lots of people forget to mention that there is a key challenge related to DMPs: the data itself!
We have solved challenges related to inventory, such as scarcity, and, as usual, once we address an issue, a new one pops up. Indeed, today we are living an era when data has become a [...]
Big data, small data and everything in between are the talk of the marketing town these days, but many in the industry are missing the point when it comes to data management platforms (DMPs): it’s that size matters. Knowing the footprint has a dramatic impact not only on the DMPs ability to ‘activate’ a marketer’s audience, but it also demonstrates the accuracy of the analytics it produces.
Activation of the DMP client’s audience is something we hear [...]
'RTB Brings the Northern Lights to the Nordic Media Scene', by Gareth Holmes, Commercial Director EMEA, PubMatic
Arguably some of the greatest work to emerge from the Nordic region in recent years has been their incredibly enigmatic and gripping dramatic television series, such as The Killing and Borgen, that the global marketplace has embraced enthusiastically. The Nordic televised drama market has changed the way millions of crime lovers view programming, breaking down the obvious barriers of language and familiarity, in favour of a good story. The northernmost European countries knew that their captive [...]