EMEA > Platform

1 April 2014 in ExchangeWire EMEA 2 Comments

AppNexus Debuts Research Study To Bolster Programmatic Understanding

AdWeekEurope.logoAppNexus has taken 2014’s Ad Week Europe to unveil its latest partnership with research body Warc, as it aims to position itself at the vanguard of increased investment in programmatic by brand-side advertisers.

Speaking at the Ad Week Europe conference, hosted in London, representatives from both the ad tech firm and Warc launched their latest research study, that will look at the evolution of digital advertising and programmatic across Europe.

The launch takes place as programmatic advertising companies take unparalleled profile at the four-day conference where the industry assesses the best way to move ahead, with companies including AOL, Adap.tv, and MediaMath occupying several high profile slots.
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11 February 2014 in ExchangeWire EMEA 2 Comments

How Will Marketers Buy And Sell Media in 2020?

vidWhat will it take to win in 2020? Looking six years into the future of digital media is no easy task, argues Scott Ferber, Videology, CEO.

Three years ago, who could have predicted that 40% of all US brands would use programmatic buying platforms as our recent online advertising survey showed? And today, many major agency holding companies are projecting that within the next three years, 30 to 50% of all media buying will be automated.
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16 January 2014 in ExchangeWire EMEA 3 Comments

Bellwether Report Indicates Programmatic Is Outperforming The Market

IPA-LOGO1Investment in internet advertising continues to buoy the overall UK marketing industry, according to the latest IPA Bellwether report.

The report released today (16 January) reveals an overall increase in marketing spend in the fourth quarter of 2013, with over 11% of advertisers reporting an upward revision of their advertising spend during the surveyed period.

However, this increase was slightly down from the previous period when over 12.3% of survey participants reported an increase, but the trade body further forecasts a 3.3% increase in advertising spend throughout 2014.

The survey also reveals that internet spending budgets again recorded the sharpest improvement with a net balance increase* of 9.2%.

The IPA also notes that 3.8% of participants recorded an increase in their search spend – the lowest recorded rate of growth for both since Q1 2013.

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13 January 2014 in ExchangeWire EMEA 0 Comments

Going Client Direct… A Beautifully Vicious Circle.

vicious-circleExchangeWire sources musings on the potential implications of ad tech sales teams attempting to bypass media agencies, and the potential implications it can have on the dynamics of the market.

The past couple of years have seen a common trend emerge among digital media sales teams who do not feel they are getting enough attention from media agencies and that is ‘going client direct’.

Back in the pre-digital marketing age, you would rarely see this. Yes, you would have tenacious salesman knocking down the doors of the big TV spenders, but ultimately the agency had a much greater power because they garnered so much spend (remember trading used to be more about ‘how big is your spend?’, rather than a ‘how custom is your bidder?’…).

There is a land grab in the programmatic space happening right now and that is to become the go-to solution for an advertiser’s programmatic needs. Many fear that if they don’t make the ‘client direct’ play now then they will never get a shot of increasing budgets, particularly in light of the growth that agency trading desks are seeing.

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10 January 2014 in ExchangeWire EMEA 0 Comments

ExchangeWire European Weekly Round-Up

publicis-omnicomExchangeWire rounds up some of the biggest stories in the European digital advertising space.

1. Publicis/Omnicom Merger Receives Green Light In Europe, So What Will This Mean For Accuen And Vivaki?

The merger is quite rightly billed as one of the biggest stories in the advertising industry, and this week the proposed ‘super agency’ took a significant step closer to fruition with the proposed $35bn dollar merger receiving the all clear from European Union’s antitrust authourity.

Firstly, the proposed merger – which is now all but assured of completion – begs the question of what will happen to the entities’ respective trading desks (i.e. Publicis’ Vivaki, and Omnicom’s Accuen)?

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11 December 2013 in ExchangeWire EMEA 2 Comments

As Consolidation of Spend Comes at Agency Level — How Do You Play in the 'Programmatic' World?

Screen Shot 2013-12-10 at 17.49.51There has been so much written recently about ‘programmatic’. Everything is ‘programmatic’ these days. What does it all mean? Who knows? Data-driven decision making? RTB-enabled buying? Automated selling? Ad-serving? …anyone?

It might seem like spin, and probably is, but the simple fact is the agency trading desks (aka: internal agency ad networks) are all over it — and they are going big next year. Discussions are being had at the agency level of how to best deal with client objections over transparency and making margin on media. Much of the fall-out and clumsy broadsides by the likes of MediaTel have been skilfully managed by agency chiefs.

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17 April 2013 in ExchangeWire EMEA 0 Comments

Rob Jonas, VP & MD, EMEA, APAC, PubMatic, Discusses the Future of RTB & Premium Programmatic in the German Market

pubmatic grabPubMatic 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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12 December 2012 in ExchangeWire EMEA 2 Comments

The Rise Of The Ad Tech App EcoSystem Series: FlxOne Discuss Their App Strategy

There has been much debate about the imminent ad tech crash. Some say there is too much VC money, flooding the ecosystem. Others say there are too many point solutions struggling to scratch a living with unsustainable businesses. So how do we as an industry innovate without blowing up financially? Perhaps the most interesting development in 2012, for the point solution, has been the app strategy. Simply put, this approach means ad tech companies can reach scale and customers through a big platform.

AppNexus has been a big champion of it, but it’s safe to say that other players will be focusing on this area in 2012. Why wouldn’t PubMatic and Rubicon, with their publisher reach, open their APIs and let innovative businesses build on top of their solution. Why wouldn’t MediaOcean, with its hooks into every part of the agency business, execute a similar strategy for its burgeoning platform play? And let’s not forget the DSPs. Surely it would make sense for their sophisticated trader partners to get access to third-party apps on the DSP offering. I would add Google into the mix here, but it invariably builds its own flavour of these innovative third-party solutions and bundles them into DFA/DFP.

With VC money starting to dry up for series A and follow-on rounds, this might be a good route for small point solutions. No longer do you need to raise tens of millions of pounds/euros/dollars to scale and hire expensive sales staff in New York, London, Tokyo and Singapore — just some key evangelists to push the product through the partner platforms. ExchangeWire is profiling a number of businesses in this growing part of ad tech. First up this week is FlxOne, a spin off from a Dutch agency, that is building new revenue models for its parent company by developing ad tech solutions for traders globally.

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