EMEA > Publisher Trading Desk

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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26 March 2014 in ExchangeWire EMEA 0 Comments

Crossing The Great Data Divide

germanyAhead of next month’s Ad Trader Conference hosted in Berlin, Dimo Velev, OpenX, regional director, DACH, asks how can German publishers thrive in the era of big data given the more stringent privacy laws there, compared to the rest of Europe.

German publishing houses are notoriously risk averse, and are noted for their initial hesitance to ride this wave of innovation, although market data and anecdotal evidence suggests this is about to change.

In this piece Velev explains to ExchangeWire readers how ad tech providers can cooperate with said publishers to unlock the value of their first-party data to help spread value across the economic powerhouse of mainland Europe.
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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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7 March 2014 in ExchangeWire EMEA 1 Comment

Programmatic is Maturing – It’s Time for Publishers To Stop Fearing It

Martin_Larsen_Photo (1)Martin Stockfleth Larsen, Adform CMO, uses insights from Adfrom’s latest European trends report to show that programmatic ad trading is generating record CPMs for publishers (up 67% year-on-year), but despite all this, publishers are continuing to see that channel as a threat to their existing business models.

The results are in for the Adform RTB Trend Report Europe Q4 2013 and they spell good news for programmatic: Advertiser spending continues its upward trajectory, and there seems to be no end in sight.
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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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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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21 January 2014 in ExchangeWire EMEA 1 Comment

‘Many Global Firms' Attempts To Crack APAC Fall Short’

Stuart Bartram, MD APAC, Rubicon ProjectAPAC digital publishers are undergoing a shift in attitude towards programmatic trading; from viewing it as an outlet for unsold inventory towards ‘holisitic yield management’.

As global regions go, APAC is perhaps the most diverse of them all, both in terms of cultures and economies – and by extension, in media and ad marketplaces, writes Stuart Bartram, Rubicon Project MD, APAC.

That said, European and Asian advertising moved noticeably closer together in 2013 with Dentsu’s Aegis acquisition, not to mention a range of smaller deals like Chinese firm BlueFocus buying the UK’s We Are Social in December. Meanwhile WPP’s ‘Asian domination’ plan, which began almost 30 years ago continued apace, with more companies snapped up, and big hopes pinned on continued significant digital growth in the region over the next five years.

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20 January 2014 in ExchangeWire EMEA 2 Comments

‘The Rise Of The Data Trading Desk,’ Gareth Davies, Adbrain CEO

GarethDaviesresizedWe’ve all heard the projections; global mobile ad spend is set to triple to $37bn by 2017, accounting for half of total US digital ad budgets. The driver; programmatic buying – set to reach more than 50% of US display spend by 2017 – and the surging adoption of mobile RTB is paving the way for a new array of mobile and multi-screen strategies, based on a unique, mobile specific array of data insights.

A year or so ago, the mobile ecosystem was still finding its way, affording buyers little ability to accurately target mobile audiences across scattered mobile web and in-app inventory, now things have changed. Gone are the days of blind, arbitraged mobile media buying from ad networks and the ever-growing array of non-transparent managed mobile DSPs.

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