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RTB and programmatic buying are quite nascent in the Nordics.  At last week’s ATS Stockholm there was much discussion about where to begin and how to edge the region into the forefront of an already established global RTB environment.

INTRO: The day kicked off with an introduction by IAB Sweden (IAB Sverige) CEO, Charlotte Thür who gave us some interesting stats for the Nordics:
- IAB Sweden was founded in September 2008
- For mCommerce sales in select countries in Europe, according to eMarketer.com, Sweden has grown from 1.8% of online sales in 2010 to 7.8% of online sales in 2012

Current ad spend in Sweden is 2.2bn SEK (£19.6m), of which:
- 36% search
- 35% display
- 28% online catalog
- 1% email marketing

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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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Adform Continues International Expansion With Opening of Portuguese Office

Display advertising specialist Adform announced last week their opening a new regional office in Lisbon, Portugal. The move comes as a result of an increase in media agencies and online advertisers looking for local support in running display marketing campaigns in the Portuguese market, which previously had been largely run out of Spain.

Adform will enable Portuguese clients to more readily run campaigns through its single platform that hosts a complete gamut of services for display advertising, from traditional ad serving to real time bidding, to dynamic creative optimisation, to rich media and attribution.

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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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MediaMath & Improve Digital present: Battle of the Machines

Robots! Diagrams! Swelling music! Almost ten full minutes of automation animation RTB bliss.

Privacy is a Red Button Issue, But Most Users in the UK Don’t Know What a Cookie Is — IAB & ValueClick Report

The vast majority of UK consumers want some aspect of control or more information about how companies use consumer information to serve online advertising. However, the exact same number of people (81%) also agreed the internet is powerful because it provides unrestricted access to information.

The findings come from a report being published by the IAB UK and ValueClick, based on 2,000 interviews carried out by Kantar Media – 650 face-to-face and 1,350 online.

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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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Adfonic Releases Latest SDK for iOS and Android

Global mobile advertising marketplace Adfonic, announced last week the availability of the Adfonic SDK Version 2.0 for iOS and Android. The newly available SDK is compliant with the IAB’s MRAID (Mobile Rich Media Ad Interface Definitions) standard, a common API for mobile rich media ads that run in mobile apps. MRAID aims to reduce the complexity of running rich media campaigns by establishing a standard set of commands for developers.

By integrating the new SDK, developers can access a wide range of mobile advertising campaigns, including video and rich media, which can deliver higher eCPMs for developers. The new SDK offers support for a wide variety of mobile ad formats, including full-screen, and is compatible with both smartphone and tablet devices.

Paul Childs, Chief Marketing Officer, Adfonic, comments: “Rich media is changing the game for advertisers and creating huge demand and the opportunity is now here for developers to see a significant uplift in earnings as a result. Larger, more engaging rich media and video ad formats can often drive earnings over ten times higher than those of standard mobile display banners. The new SDK enables developers to run rich media ads without the need to work through complex certification processes with rich media partners.”

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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.