EMEA > Programmatic Premium

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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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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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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19 February 2014 in ExchangeWire EMEA 0 Comments

Who or what is watching your ads?

ad-viewability-300x161 (1)Irfon Watkins, CEO of online video firm Coull, discusses how integrating contextual adverts within premium publisher video content can safeguard against ‘bot traffic’ and ‘click fraud’ – issues that are rife in the digital advertising industry.

YouTube announced recently that it has started to audit the number of views a video on its site has received. The move is intended to prevent users from artificially inflating view counts, which misleads both viewers and advertisers about the popularity of a video. It comes amid concerns that some content creators are using tools like redirects or ‘buying’ views to improve their count.
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18 February 2014 in ExchangeWire EMEA 3 Comments

Why The ‘Good Internet’ And Programmatic Premium Will Cut Out The Rotten Core Of Digital Advertising

original.rottenCiaran O’Kane, ExchangeWire global editor, reflects on how a ‘good’, or brand safe, internet can help advertisers and publishers reap the rewards of programmatic-buying, and tackles rampant inertia over click fraud, plus the lurking threats to the agency model status quo.

As I disappear into the ether for three weeks without phone, laptop, or internet. I thought I’d lay bare some of the observations I’ve had around some critical problems that continue to plague and indeed jeopardise the growth of digital advertising globally. Thanks to some brave reporting by Mike Shields and the insight from the ‘bot brain trust’ at spider_io we know that a good chunk of our industry is built on lies and indeed fraud.
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17 February 2014 in ExchangeWire EMEA 0 Comments

‘Trust, Premium Supply And Efficiency,’ Nick Hugh, Yahoo’s head of advertising solutions, on how it will differentiate Yahoo Ad Exchange

Screen shot 2014-02-14 at 18.36.48With the recent news of Yahoo UK MD James Wildman’s departure followed just ten days later with the news of his successor Stuart Flint’s imminent defection to Microsoft, it’s been a rocky start to the year for Yahoo.

A Yahoo spokesperson said: “We are already in the process of recruiting a new country commercial director and managing director for our UK business and Stuart will stay on until the new colleague arrives and will ensure a smooth handover”.

The recent developments were preceded by the dismissal of Yahoo COO Henrique De Castro, who headed up its display ad business, with speculation indicating that his exit is largely the result of his failure to significantly raise the company’s advertising revenues.
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12 February 2014 in ExchangeWire EMEA 0 Comments

How AOL, Google And Yahoo Are Jockeying For Larger Brand Budgets

PremiumThe race to woo further lucrative brand advertising budgets to programmatic channels continues to heat up, with Google striking a deal with ComScore to improve real-time campaign measurement data, as the resurgent AOL commits to opening more premium ad inventory to third parties.

Google and ComScore yesterday (11 February) announced a deal to give advertisers improved real-time insight into how ad campaigns booked on its DoubleClick ad platform are performing across screens.

The deal will see Google integrating Comscore’s Validated Campaign Essentials (vCE) ad measurement product into its DoubleClick offering, which improves advertisers ability to optimise campaigns as they happen.
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