EMEA > Netherlands

7 March 2013 in ExchangeWire EMEA 0 Comments

'RTB in Europe: Positive Volatility', by Arun Kumar, President of MAP G14

Arun Kumar new 3 (427x640) While programmatic digital media buying has been established in the US for some time now, Western Europe and Japan made the headlines in 2012. With US exchanges and DSPs going global in parallel with the big ad groups, market development has been phenomenal. However, the challenges and opportunities that each of these markets presents are different. There is evidence to suggest that a lot of leap-frogging will also take place, where some of the markets outside the US will evolve their own business models and some services might be faster to reach maturation.

The British, French, German and Dutch marketplaces offer interesting contrasts. The UK has been one of the easiest and fastest growing programmatic markets outside the US, with 12% of total online ad sales coming from RTB in 2012. A large part of this growth is coming from RTB eating into the ad network share. The challenge for the UK going forward will be getting more volume, and diversifying into more channels, such as video and mobile.

The French and German markets have both been conservative; however, the challenges for programmatic buying have been different in both countries. In France, RTB has had to break into the stiff performance advertising segment and contend with search, affiliate and other performance display. The initial lethargy of publishers has been replaced with a strong desire to develop smaller exchanges and private marketplaces. It’s a bit of having your cake and eating it too: publishers don’t want to cede ground on the RTB space and have decided to start setting the pace. Don’t be surprised if direct RTB spend goes up in France over the rest of 2013.

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7 November 2012 in ExchangeWire EMEA 0 Comments

Improve Digital Co-founder & CEO Joelle Frijters Discusses Their Recent Acquisition by PubliGroupe

Joelle Frijters co-founded Improve Digital in Amsterdam in 2007, since then, the company has now grown to have an international presence. The European SSP provides advertising technology to large publishers that want to build their own Private Ad Exchange and or Private Ad Market, and has recently been acquired by PubliGroupe. ExchangeWire caught up with Joelle to find out what changes might be in store for Improve Digital and its publishers due to this acquisition.

What was the motivation behind the acquisition of Improve Digital? Is this a case of most big European sales houses wanting to own their own technology?

For Improve Digital, this was a typical example of ‘smart money’. This transaction ensures a huge investment into Improve Digital’s technology platform and our local teams. On top of that, PubliGroupe gives the innovative Improve Digital a strong quality seal of global leadership in premium, trust and reliability. Hence, with this agreement, Improve Digital gets more than just a financial investment.

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31 October 2012 in ExchangeWire EMEA 7 Comments

Infectious Media RTB Insight Report Summer 2012

The adoption of real-time advertising in the UK and Europe is becoming mainstream. Effective real-time bidding (RTB) campaigns have been running at scale for a number of years, however this buying method is now the first choice for online performance campaigns, and major advertisers are starting to issue RFPs specifically for programmatic media buying and analytics services, something that was unheard of 12 months ago.

The following report was researched and written by Infectious Media using aggregated and anonymised campaign data from Impression Desk. The findings, whilst specific to Infectious Media, represent work carried out for clients spanning all industry sectors with differing objectives, budgets and target audiences, which may be indicative of industry wide trends.

Northern European CPM Hot-Spots

The German-speaking “DACH” countries and the Nordics have the top-valued inventory in Europe, commanding the highest CPM impressions. Austria has come out on top, with Denmark and Finland closely following. In the second tier are Switzerland, Germany, Sweden and Norway.

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21 September 2012 in ExchangeWire EMEA 0 Comments

ATS London Wrap-Up

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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10 September 2012 in ExchangeWire EMEA 8 Comments

BREAKING: Rob Brett, Future Publishing, & Adib Razzaq, News International, Discuss Their New Premium Publisher Exchange Powered by Improve Digital

ExchangeWire has learnt that a group of top UK premium publishers have appointed Improve Digital to roll out a new publisher exchange proposition. Those involved will be made up of the following UK publishers: Future Publishing Group, News International, Hearst and Trinity Mirror. The initial launch will be focused on monetising Netherlands traffic, which will act as a testbed for the new initiative. The new (as yet unnamed) exchange will be powered by Improve Digital.

ExchangeWire has previously taken a strong position on premium publisher exchanges and has argued in numerous forums that European publishers need to ensure their inventory and data is priced and valued appropriately by the buy-side. With the entry of Facebook into the RTB market, premium publisher inventory pricing is in danger of being eroded by an avalanche of cheap long tail Facebook impressions.

In an interview with ExchangeWire, Rob Brett, Head of Data Trading & Commercial Analysis at Future Publishing, and Adib Razzaq, Digital Integration and Automation Manager at News International, discuss the new proposition, the motivation behind the move and whether more of these types of initiatives could be in the cards.

Why create this entity? Why now?

RB: Premium content publishers have global inventory, but this is fragmented from a buy perspective. Improve Digital’s platform can provide buyers with access to premium inventory and increased reach. Why now? Technology is driving price down, we hope that the new proposal will increase value for both advertisers and publishers.

AR: Non-UK inventory is a secondary focus for most publishers, and certainly for News International. New ways of increasing the revenue and yield of our non-domestic inventory is welcomed and this appears one method of doing so. Working with a technology platform with specific goals, developing simple impressions to create an attractive package of inventory with extra layers of data, as well as making it easy to buy, should all add up to an increase in the value exchange for the advertiser. The aim is to see this mirrored for the publisher.

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10 September 2012 in ExchangeWire EMEA 2 Comments

Thomas Brandhoff, MD, sociomantic, Discusses The Company's Technology Stack & International Expansion

 

 

Can you give us an overview on how sociomantic has built and grown its business to this point in the real-time ad market?

Like our customers, we’re a performance-driven company – ROI is the final word. In the last year and a half especially we’ve been pretty quiet when it comes to things like marketing. As a 100% self-financed company, it’s has been imperative for us to keep our focus where it matters most: on the product and services we are offering our clients. When you get those things right, the ‘marketing’, as it were, takes care of itself a bit as word starts to get around.

Since our founding in Berlin in 2009, we’ve scaled from our first RTB campaigns in our home market to running campaigns in more than 45 markets across six continents. We had twenty employees at the end of the last business year and will be approaching 100 by the end of this one. So far, we’ve been fortunate enough to achieve this scale based purely on organic growth. Every cent we earn is reinvested into building the most advanced RTB tech on the market and hiring the best team to build and deliver that solution to our customers. Simply put, our goal is to build the most outstanding team that has ever worked together in online marketing. This passion and focus has resulted in customer retention rates running at 95+% and the trust of many ‘open budget’ accounts on behalf of our partners, all managed in a profitable fashion for the past three years.

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2 August 2012 in ExchangeWire EMEA 0 Comments

ATS London Announces World Class List Of Speakers And Agenda

It’s the biggest data-driven advertising event in Europe. It’s the event that even has its own acronym. ATS London is now in its third year, and the line-up of speakers and content is the best yet. Often copied – A LOT! – but never equalled, ATS London brings together the best in the global online ad industry to discuss the latest trends and developments in the space. And this year is no exception.

It is clear that our industry is moving beyond the mess of the LumaScape to a platform-centric world, and this certainly is one of the key areas being explored by ATS London this year. The full-day programme will be organised into three core themes: brand, application and big data. All of these are effectively shaping the data-driven ad space, and speakers and participants on the day will explore these issues in more depth.

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23 July 2012 in ExchangeWire EMEA 0 Comments

Franc Goebbels, Managing Director, Annalect Netherlands on the Dutch Ad Space

Franc Goebbels, Managing Director for Annalect in the Netherlands, chats with ExchangeWire on automated trading, the Dutch cookie law and why semantic targeting needs the human touch in his local market.

Can you give us some overview on the Accuen Netherlands operation?

As you may know, the OMD label is within the Omnicom Media Group, and Omincom Media Group is currently launching Annalect across the globe. Annalect has an automated trading unit that is referred to as Accuen, so all our automated trading and algorithmic buying goes through Accuen. We were one of the first companies in media to have a full-blown trading operation going within our network. We started out a little bit more than two and a half years ago, going ahead of the curve in our local market.

Is all your trading currently automated? If not, is that where you’re headed you think?

When trading is in the context of overall media buying, it is not. We see we really have to have an evolution in digital marketing, and automated trading can really help us achieve that evolution, especially where there’s IAB format. Basically, everything that is standardised should be automated. The main advantage of our focus on automation is basically the handling and operation of analytical media planning.

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14 June 2012 in ExchangeWire EMEA 1 Comment

EMEA Round-Up: Dutch Unprepared for Cookie Regulation; Yandex and VivaKi Launch New Targeting Tool; IgnitionOne Launches Facebook ‘Sponsored Stories’ Management Solution; 24/7 Media Launches New Mobile SDK

Dutch Response to Cookie Regulation

Netherlands Unprepared in the Wake of “Fast” Cookiewet Implementation

Webwereld.nl
by: Andreas Udo de Haes

Despite years of wrangling and preparation, almost no Dutch site meets cookiewet (cookie regulation) guidelines since they were put into effect.

As of last week, the cookiewet force requires that sites extract from visitors explicit consent for the transfer of tracking cookies. There should also be clear information provided on why cookies are needed.

Deadline ignored

A tour of sites along Webwereld and other publishers shows that almost nobody complies with the law. This does not mean they are ignoring the rules, because most are, in their own words, “fully engaged” in compliance. But last week’s deadline came apparently so rapidly or unexpectedly that almost nobody is compliant. Ironically, this is also the case with many government sites and sites of various political parties.

Of the big sites and publishers, only De Telegraaf has taken concrete action, with a banner at the top of the site, which links to Information. Here, however, no permission asked, and therefore still doesn’t comply with the law, admits Marc Roos, Director of Digital Media Telegraaf Netherlands.

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29 May 2012 in ExchangeWire EMEA 8 Comments

Why Europe Needs A Universal Consent Tool For All Premium Publishers

Well we finally passed the date of the ICO amnesty. And no arrests so far. In fact the new “implied consent” interpretation makes the cookie apocalypse soothsayers look a little foolish. The UK looks good for now – but the greater European market cannot be ignored by any company based here. The recent decision for instance by Dutch legislators suggests things are going to get very hairy in the European digital advertising space.

The Dutch Are Going Hardcore On The Explicit Opt-In

We can thank the ICO for taking the sensible decision of implementing implied consent but spare a thought for our Dutch friends. ExchangeWire attended a recent IAB event in the Netherlands on automated ad trading, and spoke to some senior industry leaders about the implications of hard opt-in for all cookies set on websites in the Netherlands. Again the government there has given the industry an amnesty – this time until the end of 2012 – to get its act together. The new law sees no distinction between first and third party cookies. This means that even websites using Google analytics will need permission from users to set the cookie. It means re-targeting is completely out of question – as is the use of social tools. And you can forget about third party ad serving. It would seem contextual advertising is back. Let’s target like it’s 1999. Wooooh.

Am I Breaking The Law If I Serve A Cookie To A Dutch User From A Site Outside The Netherlands?

The first question most people asked in private conversations around the fringes of the IAB event was whether sites outside the Netherlands that drop cookies on users with Dutch IPs are exempt from the law. The answer is: Yes. As long as your content isn’t in Dutch you can drop as many first and third party cookies as you want – just as long as you comply to the laws of the country you are based in. This is a potential disaster for the Dutch digital media industry: it has effectively put in place a huge commercial disadvantage on the companies based there. There is already speculation over whether or not some of the native and international ad tech vendors will keep their data centres there given that the new Dutch law would cover their activity across Europe.

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