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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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adscale has announced that is putting two-thirds of its available inventory through its new RTB platform, and integrating local and international demand into Germany’s biggest supply source of – coveted – .de domains. Here Matthias Pantke, CEO of adscale GmbH, speaks to ExchangeWire, about the launch of the RTB platform and what it means for German publishers.

Can you give an overview of the new RTB-enabled platform? And who will be integrated with the platform?

The RTB offering at adscale is competing with the already existing marketplace. As a first step we will offer only IAB ads.

With our RTB solution Publishers get the opportunity to decide from case-to-case which advertisers and campaigns they want to allow for RTB. Another option which is really unique at adscale compared to international players: Publishers are able to individually approve or disapprove post view campaigns.

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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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PubliGroupe forms partnership with MediaMath

PubliGroupe, a Swiss-based provider of marketing and media sales services, signed a joint-venture agreement last week with MediaMath.

The partners have formed a new dedicated company in Berlin, Spree7 GmbH (aka LLC), to serve the markets of Germany, Switzerland and Austria. Spree7 will offer media buying services to advertisers and agencies based on MediaMath technology, launching its operations by mid-April. The underlying concept of programmatic media buying with Spree7 is RTB, which is currently powering nearly 10% of all display media transactions globally.

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Adap.tv Partners with BannerConnect to Expand RTB for Online Video in Europe

Adap.tv, a company that provides a programmatic way to plan, buy, sell and measure television and video advertising, is partnering with European real time bidding company, BannerConnect. The move aims to expand the reach of RTB for video across Europe.

BannerConnect is a Netherlands-based automated ad trading company of display advertising in Europe. The new partnership with Adap.tv will allow BannerConnect to expand its offering to include video, while establishing an efficient process for buying and selling inventory.

As reported recently by ExchangeWire, figures from the bi-annual “Online Video Advertising Market” report undertaken by audience measurement company Collective reveal that 51% of UK video-on-demand (VOD) media buyers want to trial RTB for video.

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Le Trading Media

In an epic twenty-seven pages on the potential of RTB in the French market, IAB France has outlined an impressive overview of the entire market. The report goes into great detail on the emerging data-driven advertising market in France, with explainations of key constituents in the exchange eco-system. It even includes some Q&As with leading ad execs in France, including recent ATS Paris speaker, Arthur Millet, Directeur Commercial at Amaury Medias Digital. Further insight on the growth of automated buying and RTB is provided by industry heavyweights like Sébastien Robin, Directeur Des OpérationS, at AFFIPERF. You can download the IAB report on the growth of RTB in France here.

mediascale Reports Strong 2011 Growth

mediascale, one of Germany’s leading independent digital agencies, reported a gross income of €5.6m last year – an increase of 17 per cent compared to 2010. The billings for the same period rose 22 per cent from €59m to €72m.

mediascale uses its own cross-platform targeting tool NE.R.O, together with Plan.Net, to develop solutions for clients and agency partners. Julian Simon, managing director of mediascale, is bullish on future growth for mediascale:

Right now we are running about 35 per cent of all campaigns on NE.R.O. By the end of 2012, we want to increase that by 40 per cent or more. This targeting will aid not only in direct sales support but also image and brand communications. It’s more about planning for consumer-relevant criteria such as purchase decision stages, interests and attitudes of the user. There is great potential in targeting, especially for content and creative solutions. The system combines information from the user profile with the matching design, text, product or price for the dynamic creation of promotional materials. Thus, advertising effectiveness and efficiency of the campaigns increase significantly.

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After last year’s blockbuster Ad Trader Conference in Hamburg, we are going big this year with some of the most influential ad execs in the industry already confirmed to speak. This year’s theme of the conference will focus on building sustainable relationships between the demand side and supply side in the evovling German data-driven ad marketplace. Germany remains the biggest display market in Europe, but it will not move in the same way as the UK and France in terms of how real-time media buying is adapted.

The sales houses are very strong in the German market, and most remain unconvinced of automated buying. However they realise change is on the horizon, and it is with this in mind that we are looking to bring together some of the biggest sales house players in the market – as well as senior figures from the demand side and the ad tech space – to discuss and analyse the potential of data-driven online advertising in Germany.

2011 was dominated by lots of industry chatter around the potential of automated buying and real-time trading. 2012 is about application and making this new eco-system work.

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