23 August 2012 in ExchangeWire EMEA
The news industry is undergoing a transition. Print to Digital. And there are inevitably casualties along the way. Local news is no different. As recently as yesterday Johnston Press reported a 8.2% decline in revenue for H1 2012. But like most news outfits, digital display was up. Up over 40% in fact.
A lot of the digital focus from these local news groups is on nationals. While they serve the local advertising community, their eyes always seem fixated on the bigger prizes. This is not necessarily a bad thing. But surely there is still an opportunity to own the local SME market from a digital marketing standpoint. Is now the time to do the local SME roll up?
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ExchangeWire20 August 2012 in ExchangeWire EMEA
Ola Tiverman is the CEO of Swedish-based Admeta, a leading technology provider of white labelled Private Ad Exchange solutions to premium publishers in Europe.
There are many third party ad tech companies claiming to provide private ad exchange or private marketplace solutions these days – it’s no wonder since this is the natural alternative for major online publishers. Being one of the very first private ad exchange technology providers (Admeta Tango has helped major publishers run efficient private ad exchanges for more than five years), I’d like to explain what defines a good private ad exchange solution.
Firstly, the most important difference from third party ad exchanges, SSPs or ad networks is that a private ad exchange is totally on the publisher side. This means it is totally controlled and run by the publisher. Technology providers offering private ad exchanges should be 100% on the publisher side and should not compete with the publisher, as many third-party vendors do today.
Furthermore, the technical platform must include real-time auctions, real-time optimisation and real time reporting for performance campaigns, as well as brand campaigns. Thus, the system should be proven to optimise each unique impression and select the most profitable ad for the publisher.
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Global Desk Editor2 August 2012 in ExchangeWire EMEA 1 Comment
The stack is the next big thing. Everyone wants to be a stack. Problem is, do we really know what a stack is and are there enough buyers to support the multiple stack solutions looking to dominate the market?
What is the “stack”?
No one really knows for sure what a stack is. Intuitively, it feels like an all-encompassing platform that is tied to an adserver. It is a platform that ultimately rolls up many of the FNACs we see sprawled across every Kawaja-inspired landscape chart. Any tool or feature that adds value to the media buying/optimising/measuring process is something that is being assembled around each stack.
Why build the ad tech stack?
Development of the stack is fundamental to sustainability. We are on the brink of reaching some form of sensibility in the ad tech industry. VC-backed businesses, with less than solid business models, seeking a public market exit are now getting sucked into a consolidation process, and actually consolidation is healthy for our space. Another motivation behind building a stack is surely around potential exits. A scaled end-to-end solution, managing and executing the vast majority of a marketers budget (or serving and yield managing the majority of a publisher’s ad inventory), would be worth a lot more to potential buyers than a feature that models data intelligently or semantically indexes words and translates them into targeting segments. The stack fundamentally equals more money.
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ExchangeWire2 August 2012 in ExchangeWire EMEA 1 Comment
OMG Agencies will Use MediaMind’s Ad Tech Platform to Manage and Deliver Ads Globally
MediaMind, a division of DG, and a leading independent provider of integrated digital advertising solutions, announced yesterday that it will become a global technology partner for Omnicom Media Group (OMG). OMG’s clients will use the MediaMind platform to manage and deliver online ads in North America, EMEA, LATAM and APAC.
OMG, Annalect and Accuen (a trading desk) will integrate MediaMind and parent company DG’s platform capabilities within OMG’s technology platform. OMG will also offer access to its technology teams and roadmap in order to create a technology partnership that aims to be at the forefront of ad campaign and data management.
This announcement could be defining for OMG businesses across the globe. At a time when needing to offer an end to end solution is becoming more critical to agency holding groups, MediaMind may well have struck gold here, offering a OMG a global platform that is an alternative to Google. It is no secret that Publicis have enjoyed (and continue to reap the benefits of) a very close relationship with Google. OMG can now have a similar type arrangement with another ad tech giant. In terms of what this stack will look like is still speculation, but with MediaMind likely to be developing their own bidder to compliment their current ad serving stack, plus the platform DG has assembled, OMG will have a very strong story to tell to new and existing client partners.
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Global Desk Editor
