EMEA > Premium

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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25 March 2014 in ExchangeWire EMEA 1 Comment

The Rise Of Multi-Screen, And Why ‘Last-Click’ Has To Go

mouse-clickThe consumer shift towards accessing the web on multiple devices, plus the (albeit nascent) emergence of connected TVs, has prompted advertisers to transition towards a more holistic model of campaign optimisation, and addressing how they attribute their media spend.

The key to unlocking this potential treasure chest of brand campaign spend (traditionally the reserve of more established outlets such as TV, or outdoor), appears to be in the clever collection of data, and accuracy of campaign management.

But poor media planning, and more importantly, naïve attribution modelling is condemning the programmatic sector to the peripheries of many media plans, and a certain amount of ridicule among some. ExchangeWire consults sources from leading programmatic advertising companies to examine how they aim to help evolve brands’ attribution strategies, and embed themselves more firmly on their media plans.
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24 March 2014 in ExchangeWire EMEA 1 Comment

The Debate: Public Vs. Private Exchanges

AdscaleRomanusSebastianThe German programmatic market tipped for a period of sharp growth in 2014, as publishers there gradually open up to alternative models of monetising their digital inventory.

With German publishers notoriously slow to embrace automated trading, Sebastian Romanus, managing director of Munich-based Adscale, discusses the merits and drawbacks of public and private ad exchanges, ahead of next month’s Ad Trader Conference hosted in Berlin.
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17 March 2014 in ExchangeWire EMEA 0 Comments

Viewability Comes Into Focus

ViewabilityShoring up ad viewability standards will be one of the key battlegrounds for the programmatic sector as the advertising industry enters the second quarter, with the Media Ratings Council (MRC) issuing its backing to several ad tech vendors in recent weeks, as advertisers demand more transparency.

The digital media industry – and especially the programmatic sector – has made its name by promising advertisers increased efficiency. But as previously discussed here on ExchangeWire, the industry is at risk of being exposed to its own flaws, namely with campaign performance reporting mainly being built on fraud.
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13 March 2014 in ExchangeWire EMEA 0 Comments

How Sky Is Using Data To Win Back Advertisers, And Take The Fight To Online Interlopers

sky-iq-logoJeremy Tester, Sky Media, director of insight, reveals plans for the further roll out of the broadcaster’s data-driven, insight and audience buying tools Sky IQ and AdSmart, as it aims to counter web-based interlopers that increasingly rival them for prominence on advertiser’s media plans.

Online video is one of the growth areas of online advertising, with a recent IAB report shows that it registered 24% year-on-year growth in the first half of 2013.

Programmatic players are all lining up to take their share of the takings, with AOL’s Adap.tv, DataXu and Yume all announcing recent product launches to take their share of brand advertising budgets. But traditional broadcasters, notably BSkyB, are arming themselves with data-driven advertising tools to underline their place at the top of the advertising milieu.
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11 March 2014 in ExchangeWire EMEA 0 Comments

German Media Players Primed For Automated Push

germanyGerman advertisers and publishers may currently lag smaller European economies, such as the UK and Belgium, in the uptake of real-time advertising, but separate studies show engagement rates among online audiencesthere are well above the European average, and the tide may be about to turn in the market.

The hesitancy of German publishers to trade their premium inventory via programmatic channels is a well-documented phenomenon, but statistics from Adform’s latest quarterly report demonstrate the willingness among web audiences there to engage with interactive ad formats delivered via programmatic channels.
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10 March 2014 in ExchangeWire EMEA 0 Comments

'Quality Content Still Rules In Programmatic World'

Jana Eisenstein001 (2)resizedJana Eisenstein, Videology, senior vice president, global accounts, explains that while content may be king, it is context that is critical, and calls for broadcasters to get programmatic buying on their agendas.

‘Content is King’ is a phrase we’ve all heard bandied about the media industry for many years, but does that concept lose some of its significance in an increasingly audience-focused media world?
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5 March 2014 in ExchangeWire EMEA 0 Comments

Ad Trader Conference: What Is The Reality Of The German Programmatic Market?

ADCON_LogoWhen it comes to programmatic the Germans love to talk a good game. At the recent d3con event in Berlin most panels had seven-to-eight people talking up their programmatic buying and selling strategies. That’s a lot of noise to have on any stage. A lot. All participants talked about growth with many saying they are seeing a significant shift in spend into programmatic. But what is the reality?

There is little data on the market – and many of the sales houses are guarded about what they are doing. To them selling via RTB only puts downward pressure on CPM pricing. So what kind of market will we see unfold in Germany? Where does the growth come from? We intend to go into more detail on all this at the upcoming Ad Trader conference on April 08.
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4 March 2014 in ExchangeWire EMEA 0 Comments

Is the future of data-driven advertising on smartphones a ‘native’ one?

MoPub-Native-AdsNative ad exchanges are a nascent sector in programmatic, with mobile specialists providing the next phase of growth in the specialism. ExchangeWire examines both the drivers of the trend, plus the (legitimate) reasons holding it back.

Yahoo is the latest Silicon Valley-based digital behemoth to nail its colours to the mobile and native advertising bandwagons with an Ad Age article this week revealing that it is attempting to emulate Facebook’s success with in-stream ad units encouraging audiences to install mobile apps. Few details were disclosed on how the placements are being sold, but surely an integration with the Yahoo Ad Exchange cannot be too much of a stretch of the imagination.
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3 March 2014 in ExchangeWire EMEA 0 Comments

‘Going programmatic is ultimately a trade-off between extra revenue now, or building a more sustainable future’

CameranHarmanCameran Harman, OpenX, managing director, EMEA, speaks with ExchangeWire over publishers’ approaches to programmatic trading.

Within just three years (2017), over half (59%) of UK online display ads will be traded programmatically, when the sector will be valued at $32.5bn, according to research firm Magna Global, although not all publishers appear to so accepting of this trend.
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