EMEA > German Sales House

PubMatic are speaking at tomorrow’s AdTrader Conference in Berlin, April 18.

Can you give an overview of the PubMatic proposition in the German market?

We provide premium publishers in Germany with a real-time media-selling platform for managing revenue across every sales channel and every platform, including mobile, desktop and tablet. PubMatic provides a flexible set of capabilities that allow publishers in Germany to customise their ad technology. These capabilities include: superior Private Marketplace tools for managing premium inventory and brand control with transparency; appending first- and/or third-party audience data to media, increasing the value of impressions and improving the user experience; real-time dynamic reporting across direct and indirect inventory to enable publishers to see which channel will deliver the highest value per impression and enable complete control over how their inventory is sold.

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The Adtrader Conference is now in its third year. After two successful events in Hamburg in 2011 and 2012 we are taking the show for the first time to Berlin.

Technology is changing the digital advertising market in Germany, Europe’s largest display market. Buyers and sellers of digital advertising are moving towards automation, and are increasingly looking at programmatic strategies to buy and sell campaigns. This not only changes the processes of marketing services, but also affects the make-up of digital advertising products.

The majority of German premium marketers in 2013 are actively making programmatic part of their business strategy; and partners and third-party buyers are investing heavily in tools and strategies to deliver data-driven buying solutions.

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Ad Trader Conference is back on April 18. This year we will bringing the most senior ad execs in Germany to Berlin. Now in its third year, Ad Trader Conference is the most influential event for the German data-driven advertising market. This year the theme will focus on programmatic reserved/ guaranteed – and programmatic buying strategies for German brands.

The German market is not following trends in other European markets, and instead is looking at a different approach to programmatic ad trading. We have already seen in the partnership between agencies and big German Sales Houses, particularly around the 4q initiative.

The Sales Houses are not taking to impression-level buying – but are looking at programmatic guaranteed/premium as the preferred automated option. Whether that is executed through the various methodologies recently discussed in the recent ExchangeWire series on the subject will no doubt be discussed in detail at the Ad Trader Conference on April 18.

Ad Trader Conference will again provide the forum for debate for the smartest and most influential people in the market. Early bird tickets are now available on the Ad Trader conference site. Details on format and speakers for Ad Trader Conference 2013 will follow in the coming weeks.

Interactive Media, one the top two sales houses in Germany, has entered into a partnership with AppNexus, to power its new new “Premium Publisher Platform”. ExchangeWire understands that the deal will focus primarily around the ad serving of all of Interactive Media’s class 2 inventory in Germany, including all performance campaigns and automated buying relationships with trading desks and third party buyers.

This is the first time one of the top five German sales house has publicly unveiled a strategy around automated trading. The deal will cover 60 operated and owned websites by Interactive Media, covering billions of coveted .de premium impressions.

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SECTION I: PREMIUM & BRANDING IN THE PROGRAMMATIC ERA

KEYNOTE 1: Our first keynote speaker of the day was Neal Mohan, VP of Display Advertising Google, who gave us a presentation titled “Programmatic for the People”.
- Programmatic buying moving from performance to also include brand.
- You get what you measure.
- Let’s get that brand spend away from TV!

PANEL 1: “How are data & technology affecting change in advertising?”
This first panel was moderated by Erich Wasserman, Co-founder & GM, EMEA, MediaMath, with discussion between Curt Hecht, Chief Global Revenue Officer, Weather Channel; Anthony Rhind, Co-CEO, Havas Digital and Sean Cornwall, former MD, eHarmony.

Anthony Rind, Havas: “Know the value, not just the cost of data. What you’re doing with data is improving your accuracy, not providing a 100% hit rate. Clients won’t share their data unless they have absolute trust. Build attribution models based in comparing touchpoints of both converters & non converters, it proves display works.”

Curt Hecht, Weather Channel: “Mobile is the #1 thing I’m focused on. Mobile will make the Weather Channel global.”

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Can you give an overview of the Deutsche Telekom sales house proposition? How diversified is the business?

With InteractiveMedia being a 100% subsidiary of Deutsche Telekom, the leading sales house in Germany is part of DT group. InteractiveMedia exclusively represents the media assets and platforms of DT to the market. In addition, IM has a substantial 3rd party business as well, representing premium media brands like Kicker, Cosmopolitan and Bunte. IM is positioned as leading digital premium house in Germany, offering the full range of channels (from site representation and strategic co-operations, to audience and performance sales) across all digital devices (Online, Mobile, TV).

The German sales house is becoming pretty famous across the industry for its resilience to the evolving RTB space. How and why does the model continue to withstand new, disruptive forces?

German sales houses have a pretty strong position in the market as they don’t only represent big publishers, but also have a number of large owned and operated sites. German sales houses have historically been apprehensive with regard to sales through indirect channels because they want to maintain control and not allow a ‘back door’ to their quality inventory.

Maintaining rates and mitigating channel conflict are of paramount importance. The blind ad network model has so far also struggled to scale in Germany because of this inventory ownership and dominance. RTB is an opportunity to solve existing market inefficiencies and logistical issues and to increase monetisation of premium media – provided that it is not fully ‘controlled’ by technical pure plays with nontransparent marketplace models. IM will therefore enter this space with an SSP model, focusing on quality solutions for premium media.

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Dustin Deunert is the Real Time Bidding Manager at the uniquedigital agency in Hamburg. Here Deunert discusses the data-driven advertising eco-system in Germany, the realities of the market, the agency approach and the uniquedigital strategy around automated buying.

What were your thoughts on our recent examination of the German Saleshouse?

We agree that the German Sales Houses are in a stronger position than the UK sales houses. Display performance budgets are fast rising and German saleshouses are still able to earn good money with classic target-group-planning and branding campaigns. Yield optimised selling through ad exchanges is still small in comparison due of following facts:

1. The German saleshouses are still running in a test mode and are hesitantly offering transparent inventory because they are afraid of cannibalizing their high CPM campaigns.

2. Secondly ad exchange inventory is mainly still limited to the standard ad formats.

3. On the German market retargeting data is an appropriate data source and provides reasonable results but the market lacks additional qualitative external data at a reasonable rate.

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Dirk Freytag, a veteran of the German digital advertising space, announced this week he was joining Rubicon to help build out its proposition across German-speaking markets, including Germany, Austria and Switzerland. Here Freytag discusses why he is joining Rubicon, the pitch to German sales houses and the growth of the data-driven market in Germany.

Can you give some overview on your new role with Rubicon Project? What will you new role be focusing on?

DF- Broadly, the remit is to build the team and grow the business in Germany, Switzerland and Austria , both from the publisher and demand perspective.

Why have you chosen to work with Rubicon?

DF – For a number of reasons: It’s the best product in the market and one that it focused 100% in the interest of the publisher – Rubicon’s market dominance in both the UK and FR is testament to this. Additionally, the team supporting it in Europe is solid and experienced. Lastly, and perhaps most importantly, is that the timing is right in Germany. Publishers are increasing looking for increased operational efficiencies and maximising overall yield.

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