EMEA > Publisher Trading Desk

TraderTalk TV is coming to Paris on March 06. TarderTalk TV provides the visual overview of the granular aspects of data-driven advertising – effectively, how all this technology, data and trading actually works (you can view all episodes here).

We will be inviting some of the leading figures in the French market along to provide insight into innovation as well as smart execution around technology and data.

The series will be profiling the best and brightest from across the buy and sell side to scribble on our now “world-famous” whiteboard. Details to follow on when these episodes will be posted.

Italy is the biggest Southern European display market, now totalling 500 million euro – and growing – per year. We speak to Marco Guglielmin, Director A-Plus platform at Zodiak Media. Zodiak Media is a leading Publisher Trading Desk in the market, working with a number of Italy’s top publishers. Here he discusses the growth of programmatic buying in Italy, and how Zodiak works with Italian publishers to trade in the space.

Let’s get some overview on the market in Italy. How big is the display market and what are the dynamics?

The display market in Italy was worth around half a billion Euro in 2012 and it is mainly brand-led with agencies controlling marketing spend. When Zodiak first launched its publisher trading desk over 18 months ago, the scenario around display advertising was pretty consolidated: premium sales houses were able to sell directly just a portion of the available inventory, with a large amount of indirect sales served through external ad-networks/exchanges in a blind way.

We thought it made sense to cover the lack of transparency and premium liquidity within the display exchanges, positioning Zodiak as the leading premium publisher trading desk that supports high-quality sites for their automated selling process.

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This year’s ATS Paris was ExchangeWire’s biggest event yet in France. The data-driven ad market is growing fast, and is leading the way in innovation compared to the other two big markets in Europe. Over the past twelve months we have seen two publisher exchanges come to market, as well a huge number of Independent Trading Desks servicing the trading requirements of both agency and advertiser. ExchangeWire caught up with ATS Paris keynote, Julien Gardes, Country Manager, France, Rubicon Project, to discuss the French market as a whole, as well as getting a deeper dive into the premium publisher strategy, particularly around La Place.

Let’s talk about the French display market first, how much of an impact has automated trading had on the overall display market since you joined Rubicon Project?

In a word: massive.

The French market has been an early adopter of RTB since it came to market, with publishers then trading desks embracing it like ducks to water.

The shift towards automated trading has been especially impressive for a country with such a high volume of ad networks – 55% of our revenue now comes from RTB sources, up from almost nothing a short time ago. Meanwhile, those ad networks with significant tech added value are still doing well, and many are embracing RTB themselves.

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ATS Paris is just weeks away, and we again look forward to assembling the ad trading community in Paris for our second big event in Paris. A lot has happened over the past twelve month in the French market. We have seen the rise of two publisher exchanges, La Place Media and Audience Squared, the big jump in the number of Independent Trading Desks servicing the French ad market – as well as the increasing dominance of the two big display players, namely Google and Facebook. All of these factors are contributing to huge growth in the local data-driven eco-system – and ExchangeWire looks forward to going to the heart of growth of the market. Agenda and speaker details are now available for the full day on Wednesday October 24. Early bird tickets are now available, but again we have limited space available. For those looking to attend, the full day event will be through both French and English with a full translation service available in both languages throughout the day.

Google announced this week that it is releasing tools to allow publishers to do native audience extension. This represents an interesting change of strategy from Google, as it will allow premium pubs both to scale and build out a Publisher Trading Desk without any third party tech. It is likely that Google will soon offer DFP publishers the option to execute audience extension strategies outside of Google-run inventory using Bid Manager, bringing the full end-to-end stack into play. ExchangeWire spoke with Neal Mohan, VP of Display Advertising and Jason Bigler, Director, Product Management about the new Google product release as well as the company’s wider display strategy in Europe (full interview below the ExchangeWire take on the native audience extension release).

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Improve Digital interviewed some of our panelists and speakers during Tuesday’s ATS London event at the BFI.

*COMING SOON*
Watch this space for uploaded videos of keynote speakers Mike Nolet, CTO & Co-founder AppNexus and Dr Boris Mouzykantskii, Founder, CEO & Chief Scientist, IPONWEB.

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The news industry is undergoing a transition. Print to Digital. And there are inevitably casualties along the way. Local news is no different. As recently as yesterday Johnston Press reported a 8.2% decline in revenue for H1 2012. But like most news outfits, digital display was up. Up over 40% in fact.

A lot of the digital focus from these local news groups is on nationals. While they serve the local advertising community, their eyes always seem fixated on the bigger prizes. This is not necessarily a bad thing. But surely there is still an opportunity to own the local SME market from a digital marketing standpoint. Is now the time to do the local SME roll up?

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It’s the biggest data-driven advertising event in Europe. It’s the event that even has its own acronym. ATS London is now in its third year, and the line-up of speakers and content is the best yet. Often copied – A LOT! – but never equalled, ATS London brings together the best in the global online ad industry to discuss the latest trends and developments in the space. And this year is no exception.

It is clear that our industry is moving beyond the mess of the LumaScape to a platform-centric world, and this certainly is one of the key areas being explored by ATS London this year. The full-day programme will be organised into three core themes: brand, application and big data. All of these are effectively shaping the data-driven ad space, and speakers and participants on the day will explore these issues in more depth.

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