14 February 2012 in ExchangeWire EMEA 3 Comments
Edgar Baudin is Co-Founder & Managing Director at Gamned. Here he discusses the Gamned offering, the state of the French exchange marketplace, the generalist versus specialist argument and the effect of Sapin legislation on real-time media buying in France.
Is much of the data-driven ad spend in the French market still coming from DR budgets and are brands still avoiding automated channels?
Most of the spending in France is still related to DR campaigns, i.e. acquisition and retargeting. The first group to adopt this technology was composed of merchants who focused on ROI, and that explains why they drive the biggest parts of the investments.
Now that brands have access to transparency and ad verification, they’ve started to switch part of their budget over to RTB campaigns. There’s still a lot of work to be done, informing and educating marketers, for them to increase their budgets and go from the test campaign phase to long-term RTB integration in their media plans. Branding campaigns will need a strong increase in data offering which is a must-have for audience and targeting setups.
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27 January 2012 in ExchangeWire EMEA
CES 2012 exploded this year. It’s always been big, but this year it got REALLY big.
Once we look beyond the latest gadgetry hype, however, there are a number consistent themes for the online ad industry…
Greater Accessibility
Consumers are going to have a lot more affordable ways of accessing the internet via multi devices in 2012. It will not necessarily be the products on show at CES but this latest innovation cycle will speed up the diffusion of innovation. Consumers will genuinely have greater access to multi platform connectivity which opens up some interesting opportunities for those on the buy and sell side and everything in between.
Measurement Systems
Greater consumer adoption of connected devices really starts to create the pressure on the main measurement behemoths to come up with new ways to measure across screen. Google could start owning this for themselves and the Google-Kantar tie up is surely a sign of things to come. If we as an industry want advertisers to invest in the new opportunities that
multi devices create, then we better be prepped with the ability to help them measure it all.
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27 January 2012 in ExchangeWire EMEA
After last year’s blockbuster Ad Trader Conference in Hamburg, we are going big this year with some of the most influential ad execs in the industry already confirmed to speak. This year’s theme of the conference will focus on building sustainable relationships between the demand side and supply side in the evovling German data-driven ad marketplace. Germany remains the biggest display market in Europe, but it will not move in the same way as the UK and France in terms of how real-time media buying is adapted.
The sales houses are very strong in the German market, and most remain unconvinced of automated buying. However they realise change is on the horizon, and it is with this in mind that we are looking to bring together some of the biggest sales house players in the market – as well as senior figures from the demand side and the ad tech space – to discuss and analyse the potential of data-driven online advertising in Germany.
2011 was dominated by lots of industry chatter around the potential of automated buying and real-time trading. 2012 is about application and making this new eco-system work.
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26 January 2012 in ExchangeWire EMEA 3 Comments
The PostView is a new coulmn written by senior execs working in the European online advertising industry.
Facebook and Amazon could soon bring massive disruption to the multi-billion dollar/euro traditional display marketplace – with display solutions that could even emerge as a serious threat to current kingpin, Google.
We Need Some Context
The two major themes of audience-led buying presently centre around both intent and social. They are so in vogue right now with the entire industry. We see BlueKai selling shopping intent, and the likes of RadiumOne serving up social targeting. Facebook and Amazon could easily become a major competitor to everyone working in these emerging areas of display.
The truth is, buying third-party data is hard to efficiently scale. It’s why these data companies are trying to create relationships with hundreds of publishers. They need consistent volumes of data with as many touch points as possible to build robust, rounded profiles. Facebook and Amazon are the biggest publishers and owners of data in their respective spaces – and sit on the largest, most diverse sets of user data. Up until now it has not been accessible to marketers and advertisers, but that could soon change.
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12 January 2012 in ExchangeWire EMEA 12 Comments
The PostView is a new coulmn written by senior execs working in the European online advertising industry.
I’ve been meaning to write this post for a while and it seems that Eric Franchi expertly beat me to the punch with a nice write up on Digiday – however there are a few other issues that I feel need to be explored in trying to determine what will save display.
There will be some analysts and speculators watching from afar that will profess that the display industry does not need saving. Revenues and investments into display have increased over the last few years, and let’s not forget the vast improvements in the underlying technological infrastructure. However, those close enough to the display space, know what lies beneath. They know the practice of “cookie bombing” is widely pervasive, and that any meaningful attempt at leveraging clever targeting tactics on quality content will fall by the wayside.
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4 January 2012 in ExchangeWire EMEA 1 Comment
The Ad Trading Summit is coming to Sydney on March 13. The full-day event will be the first major Australian conference to focus on the emerging data-driven display eco-system. Details on ATS Sydney can be found here. A number of senior APAC digital advertising executives have already been confirmed to speak on the day. Speakers for ATS Sydney include:
» Vicky Lyon, Managing Director, SpotXchange Asia Pacific
» Marc Barnett, General Manager, Microsoft Media Network & Advertising Exchange
» Julian Tol, Co-Founder & CEO, BRANDSCREEN
» Marc Lomas, Commercial Director, Cadreon Australia
» Paul Fisher, Chief Executive Officer, IAB Australia
Further details on keynotes, panels and full agenda will be published in the coming weeks. Early bird tickets are now available to buy on the site. Get your ticket today.
3 January 2012 in ExchangeWire EMEA 3 Comments
It’s probably the last thing you want to be seeing on your first week back: namely, another prediction list for 2012. But given that 99.5% of these lists have been overwhelmingly US-centric, it’s useful to have some European perspective. ExchangeWire will not be held to account for any of these predictions except if all of the following are realised through the course of 2012. Do include some of your own soothsaying in the comments area.
1. Publishers Banding Together To Pool Data & Inventory
Watch out for a sizeable announcement in the first half of the year from a group of large European publishers looking to build their own publisher exchange. This will be the first of many. I expect a similar initiative in Germany, as the powerful sales houses look to close ranks. It won’t be pan-Euro – but instead start out country specific. There have been numerous debates on ExchangeWire in 2011 as to why publishers should/shouldn’t do it. But ultimately it comes down to control. Control over inventory, data and pricing. Publishers are within their right to trade on their own terms. I think a centralised exchange would allow publishers to put in place the right resource to get the best price for their (data-enriched) impressions. Managing premium supply when the marketplace is saturated with brand unsafe inventory could turn out to be a stroke for struggling pubs. European publishers would be wise to steal a move on the market now and partner with a tech provider to build their own exchange. If you think I’ve lost it, how do you explain the MicroYahooAol “partnership”?
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21 December 2011 in ExchangeWire EMEA
Season’s greetings, listeners. Today TraderTalk looks at the 2011 year in full – with some perspective on possible trends in 2012. This edition covers everything from the rise of the trading desk in Europe to ad tech’s growing obsession with acquiring/building the end-of-end stack. ExchangeWire Editor, Ciaran O’Kane, is ably assisted in the end-of-year review by the Guardian’s Tim Gentry, Martin Kelly, Managing Partner at Infectious Media, ValueClick’s Carl White and Eric Ward, Director, Digital Media at goetzpartners. So that you get all future episodes, you can subscribe to TraderTalk here.
>> Subscribe to TraderTalk on iTunes
>> Don’t have iTunes? Download the .mp3 here
14 December 2011 in ExchangeWire EMEA
Joëlle Frijters is CEO of Improve Digital. Here she gives her retrospective on 2011 – as well as listing 5 key trends for 2012.
“Call it Private Ad Exchange, Call it private market place, call it anything you like…. The bottom line is that successful European publishers will take ownership of the crossover between quality content and audience buying in 2012”
Joëlle Frijters, CEO Improve Digital
It’s that time of year of again – the 2011 end-of-year overview. From a sell-side perspective it has been an interesting year. RTB is growing and the adoption of media trading by agencies and other media buyers is transforming the European advertising landscape. Let’s look at some of the major developments that defined the year in Europe.
2011: RTB Going Mainstream In Europe
At the beginning of 2011, RTB was still a marginal buying process in the major European markets. The audience networks were first to buy audience with real time pricing decisions. It was only in mid-2011 that RTB really took off on a larger scale in mainland Europe.
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