EMEA > Data

7 April 2014 in ExchangeWire EMEA 1 Comment

Programmatic or Premium? If You Think You Have To Choose, You’re Doing It Wrong

Graham MoyseyAhead of this year’s Ad Trader conference hosted in Berlin, Graham Moysey, AOL, head of international, tells publishers there that selling ads programmatically need not involve selling inventory at bargain basement prices.

The idea that ad buyers and sellers should have to choose between a programmatic or premium path is a false one. Simply put, these two are not opposites.
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4 April 2014 in ExchangeWire EMEA 0 Comments

ExchangeWire European Weekly Round-Up

sociomanticIt’s been a busy week for ad tech, with no short supply of major announcements, quite fitting given that it was Advertising Week Europe, where programmatic trading, was described as “the prettiest girl at the ball” by its organisers. ExchangeWire will bring you its take on what went on.

ExchangeWire rounds up some of the biggest stories in the European digital advertising space.
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4 April 2014 in ExchangeWire EMEA 0 Comments

Don’t Get Tripped Up By Data Privacy When Entering The German Market

germanyWith 33% of German consumers choosing not to engage with a website over privacy concerns, Ken Parnham, managing director, EMEA for TRUSTe, explains just how serious an issue privacy is in Europe’s biggest untapped market.

With the increase of programmatic buying and the online bidding landscape growing in the German market, more US based companies are looking to expand into Germany and take advantage of increased activity in the country’s booming online ad marketplace.

The traditional ad-tech expansion route for a US company is to launch in the US market, open an office in the UK and then expand into Germany, using the German market as the springboard for the rest of Europe. The route is the most logical one however there is a major issue companies should be aware of: German attitudes and legislation around consumer privacy are very different than in the UK and the US.
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1 April 2014 in ExchangeWire EMEA 2 Comments

AppNexus Debuts Research Study To Bolster Programmatic Understanding

AdWeekEurope.logoAppNexus has taken 2014’s Ad Week Europe to unveil its latest partnership with research body Warc, as it aims to position itself at the vanguard of increased investment in programmatic by brand-side advertisers.

Speaking at the Ad Week Europe conference, hosted in London, representatives from both the ad tech firm and Warc launched their latest research study, that will look at the evolution of digital advertising and programmatic across Europe.

The launch takes place as programmatic advertising companies take unparalleled profile at the four-day conference where the industry assesses the best way to move ahead, with companies including AOL, Adap.tv, and MediaMath occupying several high profile slots.
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26 March 2014 in ExchangeWire EMEA 0 Comments

Crossing The Great Data Divide

germanyAhead of next month’s Ad Trader Conference hosted in Berlin, Dimo Velev, OpenX, regional director, DACH, asks how can German publishers thrive in the era of big data given the more stringent privacy laws there, compared to the rest of Europe.

German publishing houses are notoriously risk averse, and are noted for their initial hesitance to ride this wave of innovation, although market data and anecdotal evidence suggests this is about to change.

In this piece Velev explains to ExchangeWire readers how ad tech providers can cooperate with said publishers to unlock the value of their first-party data to help spread value across the economic powerhouse of mainland Europe.
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25 March 2014 in ExchangeWire EMEA 1 Comment

The Rise Of Multi-Screen, And Why ‘Last-Click’ Has To Go

mouse-clickThe consumer shift towards accessing the web on multiple devices, plus the (albeit nascent) emergence of connected TVs, has prompted advertisers to transition towards a more holistic model of campaign optimisation, and addressing how they attribute their media spend.

The key to unlocking this potential treasure chest of brand campaign spend (traditionally the reserve of more established outlets such as TV, or outdoor), appears to be in the clever collection of data, and accuracy of campaign management.

But poor media planning, and more importantly, naïve attribution modelling is condemning the programmatic sector to the peripheries of many media plans, and a certain amount of ridicule among some. ExchangeWire consults sources from leading programmatic advertising companies to examine how they aim to help evolve brands’ attribution strategies, and embed themselves more firmly on their media plans.
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7 March 2014 in ExchangeWire EMEA 1 Comment

Programmatic is Maturing – It’s Time for Publishers To Stop Fearing It

Martin_Larsen_Photo (1)Martin Stockfleth Larsen, Adform CMO, uses insights from Adfrom’s latest European trends report to show that programmatic ad trading is generating record CPMs for publishers (up 67% year-on-year), but despite all this, publishers are continuing to see that channel as a threat to their existing business models.

The results are in for the Adform RTB Trend Report Europe Q4 2013 and they spell good news for programmatic: Advertiser spending continues its upward trajectory, and there seems to be no end in sight.
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5 March 2014 in ExchangeWire EMEA 0 Comments

Ad Trader Conference: What Is The Reality Of The German Programmatic Market?

ADCON_LogoWhen it comes to programmatic the Germans love to talk a good game. At the recent d3con event in Berlin most panels had seven-to-eight people talking up their programmatic buying and selling strategies. That’s a lot of noise to have on any stage. A lot. All participants talked about growth with many saying they are seeing a significant shift in spend into programmatic. But what is the reality?

There is little data on the market – and many of the sales houses are guarded about what they are doing. To them selling via RTB only puts downward pressure on CPM pricing. So what kind of market will we see unfold in Germany? Where does the growth come from? We intend to go into more detail on all this at the upcoming Ad Trader conference on April 08.
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20 February 2014 in ExchangeWire EMEA 1 Comment

Engineering The Mobile Revolution

MobileAdvertisingWith Facebook’s purchase of mobile messaging service WhatsApp for a colossal $19bn announced this week, it’s clear that mobile is crucial to any ad-funded business.

However, as the digital economy enters the ‘post-PC era’ in full thrust, ad spend on the medium continues to lag consumer behaviour, despite this unprecedented shift in media consumption.

ExchangeWire speaks with programmatic players in the sector to uncover key issues it must address to win over its fair share of media budgets.
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18 February 2014 in ExchangeWire EMEA 3 Comments

Why The ‘Good Internet’ And Programmatic Premium Will Cut Out The Rotten Core Of Digital Advertising

original.rottenCiaran O’Kane, ExchangeWire global editor, reflects on how a ‘good’, or brand safe, internet can help advertisers and publishers reap the rewards of programmatic-buying, and tackles rampant inertia over click fraud, plus the lurking threats to the agency model status quo.

As I disappear into the ether for three weeks without phone, laptop, or internet. I thought I’d lay bare some of the observations I’ve had around some critical problems that continue to plague and indeed jeopardise the growth of digital advertising globally. Thanks to some brave reporting by Mike Shields and the insight from the ‘bot brain trust’ at spider_io we know that a good chunk of our industry is built on lies and indeed fraud.
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