EMEA > Display

17 April 2014 in ExchangeWire EMEA 3 Comments

What I'm Going To Do When I Get The Yahoo CRO Role

cashAs you might have noticed from some Tweets this morning I officially announced that I might apply for the vacant Yahoo CRO role. Why would Marissa Mayer hire me? Firstly, there is a long tradition – since she started her tenure – of Mayer hiring foreign-born CRO’s. In case we have never met, I am Irish born – and can perform lots of sales pitches in a heavy accent.

But that’s only part of it. I have a plan for Yahoo. It doesn’t require me to stand in front of agency ad execs, pleading for their advertising spend, and gives me a carte blanche to spend all that Alibaba money. To tell you truth I cannot wait to start my new role. Here’s what I’ll do…
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17 April 2014 in ExchangeWire EMEA 0 Comments

ExchangeWire European Weekly Round-Up

googleExchangeWire rounds up some of the biggest stories in the European digital advertising space.

Mobile continues to dog Google

Google this week issued its first quarter results for the year, with revenues of $15.4bn, up 19% year on year, however then search giant’s ongoing inability to convince advertisers to pay more money for mobile inventory meant it missed forecasted results, prompting a dip in its share price.
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15 April 2014 in ExchangeWire EMEA 1 Comment

IAB Issues Viewability Standards

iab-logoUK trade bodies representing advertisers, publishers and the ad tech sector have laid down guidelines on viewable ad impressions in a move designed to introduce viewability as a media trading standard for the first time.

The IAB has this morning (15 April) published standards stating that 50% of pixels must be in the viewable portion of an internet browser for a minimum of one continuous second to qualify as a viewable display impression for a standard display ad.
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14 April 2014 in ExchangeWire EMEA 0 Comments

Click Fraud And How To Detect It

clickfraudThe issue of click fraud is endemic in the online advertising business, with estimates over the scale of the problem varying wildly, with some parties claiming that up to 50% of all billed-for ads are generated by non-human traffic.

Last week, this publication spoke with IPONWEB’s Thomas Servatius who explained the market dynamics that permit click fraud to continue at its current levels. This week, ExchangeWire speaks to experts in the field to gain further insight on just how the fraudsters operate, and possible methods to combat them.
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11 April 2014 in ExchangeWire EMEA 1 Comment

ExchangeWire European Weekly Round-Up

Bot-2ExchangeWire rounds up some of the biggest stories in the European digital advertising space.

German Advertisers Tipped To Embrace Programmatic, But Warned Of Dangers

This week’s sold out Ad Trader Conference, hosted in Berlin, was pre-empted by market insiders tip the (currently nascent) programmatic market there go through a period of steep growth. But equally those that make the decisions in the market, such as speakers Herzlich Willkommen, BVDW president, demand more from the industry sector.

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9 April 2014 in ExchangeWire EMEA 0 Comments

Insist On A New Planning Process If You Want To Stand Out

james.bailey.maxusJames Bailey, head of Maxus for business, says really understanding the traits of your target audience is better than understanding the businesses you serve in the B2B sector. 

While there are many standout examples of marketing in the B2B category, these still tend to exist in isolated pockets. Largely, the focus still remains on tactical or lead generative activity over creative and engaging work. I believe that B2B advertisers led the way in the application of genuinely useful content for generating sales leads and the refinement of that process so leads are nurtured and utilised.
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8 April 2014 in ExchangeWire EMEA 0 Comments

German Broadcasters Tipped To Embrace Programmatic

adtraderAs ExchangeWire prepares for its fourth annual Ad Trader Conference, hosted in Germany, market sources here have told this publication that tier one broadcasters in Europe’s economic powerhouse are poised to embrace trading with programmatic players, potentially channeling lucrative brand advertising budgets via the ad tech sector.

The initial hesitancy of German media owners to embrace programmatic media trading is a trend well documented on this publication (market sources here say they have adopted a ‘wait and see’ approach); that plus the stringent privacy protocols here are largely regarded as having stunted a potential goldmine for the ad tech industry.

But after months of probing ‘What is the reality of the German ad tech sector?’, several sources have disclosed to ExchangeWire that major media owners in the broadcasting space here are preparing a series of experiments, which could potentially pave the way for a boon for the programmatic sector here.
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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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3 April 2014 in ExchangeWire EMEA 0 Comments

The Rise Of The Data-Driven Bidder Continues: Sociomantic Acquired By Dunnhumby For A Rumoured $200 Million

sociomanticDunnhumby announced today that it is acquiring Sociomantic for a rumoured $200 million dollars.

It is one of the biggest ad tech M&A deals in Europe’s history, and is likely to spark a huge series of acquisitions as first party data players look to move into the programmatic media space.

Sociomantic, one of the leading independent players in the retargeting market, has built its own bidder technology and is integrated with most supply sources globally. The company has offices in 14 markets and was rumoured to have a run rate of $100 million.

No doubt this is one of the reasons Dunnhumby shelled out several hundred million for the German ad tech company. But it’s more likely that Dunnhumby has aspirations to roll out a data-driven media buying business.

The Socmantic-powered Dunnhumby is likely to take a run at the programmatic market, carving itself out a chunk of the growing automated media spend.

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3 April 2014 in ExchangeWire EMEA 0 Comments

A Message To Adweek Europe: Why Programmatic Is Eating Your Advertising Business Alive

idrisThe following is an unabridged version of an editorial written by ExchangeWire CEO, Ciaran O’Kane, for the Advertising Week Europe newspaper.

Ad Week Europe, at its core, is a celebration of advertising – and the power of engagement. The creative is still king, and in the end it really is about the brand experience. That’s what advertising is about after all, experience.

Many of the C-level types attending this year’s event will likely immerse themselves in the content emanating from the array of star-studded panels that Ad Week are putting on. Most will probably eschew the ad technology-heavy discussions.

Technology and data just isn’t as sexy as ‘Stringer Bell’ speaking evocatively about his passion for music. Who really wants to get bogged down in the semantics of targeting and real-time execution of advertising campaigns across multi-screens?

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