The European programmatic market continued to show signs of growth, health and market stabilisation in the third quarter of 2013. RTB ad spend increased by 31%, and CPMs saw a modest 3% gain. While third-quarter growth was less dramatic than the first half of 2013, it’s important to remember that many Europeans were on summer holiday, and online advertising traditionally declines in July. By September 2013, programmatic buying continued its upward climb, and we believe the true RTB bellwether will be the upcoming holiday shopping season.Global Desk Editor
EMEA > RTB
26 November 2013 in ExchangeWire EMEA
Simon Halstead, Director Microsoft Advertising Exchange, EMEA, Discussing the Evolution of the Microsoft Advertising Exchange with Outlook.com
Microsoft announced this week programmatic advertising is coming back to Outlook.com. Here Simon discusses how this benefits advertisers, with the ability to leverage standard-size creatives and reach their millions of users across Europe, what’s happening with Programmatic Direct and further global expansion.
Microsoft was one of the first premium publishers in Europe to move to RTB. Has it been successful and are you still committed to Microsoft being “all in” on programmatic?
Absolutely! We first launched the Microsoft Advertising Exchange across Europe in 2011, quickly expanding to 10 markets, and we were the first major publisher to make all our premium unsold inventory available to RTB bidders. We continue to see very strong traction for our quality premium opportunity and we continue to evolve the exchange. The engagement we see across all markets is strong, and we see vibrant RTB activity across the large markets in the region. The Nordic adoption continues to grow rapidly.Global Desk Editor
14 November 2013 in ExchangeWire EMEA
What better way to gain feedback from the marketplace than to gather both the buy and sell sides of the industry and listen to what they are saying about current market trends? It is something that we like to do on a regular basis at 24/7 Media.
To get a clear vision of the local programmatic and RTB market in France, we organised a conference during the summer, selecting a panel that included representatives from the buy side(1) of the digital industry. We had one representative from a retargeting company (SocioMantic), one from a trading desk (Vivaki) and the final panellist representative was from an independent agency (Agence 79). The event was organised six months after the launch of our French Private Marketplace and was an additional way for us to provide publishers with top tips to better embrace the RTB world.Global Desk Editor
11 November 2013 in ExchangeWire EMEA
Turn breaks down by fractions of a second how long each step of serving an ad takes, showing how lightning-fast the process is.Global Desk Editor
Now a week out from the major IPO that serves as proof positive that the retargeting category is ‘all grown up’,let’s take some inventory on how far we’ve come. I, as most of you reading this, remember the early days. The first time we saw display advertising that crossed the 1% CTR mark. Holy crap. This stuff works. See product, add product to cart, abandon cart, see product in ad. See ad. See ad (x10).
If that seemed too good to be true, time proved it wasn’t. Now, retargeting has become an ‘always on’ channel nary a serious e-commerce player can ignore. Further, innovations in media buying platforms continue at a steady pace, and leaps in liquidity (programmatic is suddenly 53% of all media, at least claimed by some) have enabled advertisers to have more control than ever over the who, what, where, why, and how of their marketing, without sacrificing a thing. This is especially true in relation to their retargeting strategies (full disclosure: I work at a company that enables dynamic retargeting on programmatic buying platforms).
…and yet, and yet…Global Desk Editor
5 November 2013 in ExchangeWire EMEA
According to an AdEx Benchmark 2012 study, published by IAB Europe, Russia ranks fourth in Europe in terms of its online advertising market (€1.6 billion in 2012). The Russian market has grown at an impressive annual rate of 34%. The development of programmatic buying has been a significant driver of this growth. Last year, the main players in the RTB market were identified, which included almost all of the major internet companies. European and American companies are now looking at the Russian market with great interest, and this promises to be an important impetus for further development. While the major RTB markets are already fully mature, the Russian market is now on the threshold of it.Global Desk Editor
23 October 2013 in ExchangeWire EMEA
The Programmatic Economy: Publisher & Agency Views & Attitudes Towards Programmatic Advertising in the UK
The digital advertising market is rapidly becoming more automated, more data-driven and interconnected — but what are publishers and agencies doing with this today? Are they adapting, and if so, how? What are their attitudes towards this opportunity and what are the barriers to doing things differently?
Improve Digital asked FaR Partners to conduct a qualitative-based research study in the UK to provide a market wide view of Programmatic Buying and Real-Time Advertising trading from a publisher and agency point of view. FaR Partners conducted the qualitative research through their agency and publisher panels. Market benchmarks and insights are aggregated, evaluated and summarised in this report.Global Desk Editor
26 September 2013 in ExchangeWire EMEA
Real Time Bidding (RTB) and programmatic as a means for purchasing digital inventory continued its exceptional growth in the second quarter of 2013, boding well for the industry as a whole. Across Europe, advertisers increased spend by 92%; and publishers saw their CPMs increase by 30%.
Regional variations reflect each market’s experience level with RTB. For example, CPMs are high in the Nordics and Netherlands. Publishers are familiar and comfortable with the technology and are willing to offer premium inventory in private marketplaces driving higher prices, but the potential is still big. Likewise, both advertisers and publishers are slowly embracing RTB-traded video and Rich Media inventory, all of which command higher CPMs. This contrasts with Germany, a relatively latecomer to RTB. Demand for RTB in that country stems mainly from retargeting initiatives, not the premium-level services as we see in the more mature regions.Global Desk Editor
23 September 2013 in ExchangeWire EMEA
Solve Media has issued its latest Bot Traffic Market Advisory update revealing suspicious activity has increased for both web and mobile advertising — from 43% to 46% for web advertising and from 29% to 35% for mobile advertising. For the second quarter, bot traffic patterns remained consistent in a range of 24% to 29% for web advertising and 11% to 14% for mobile advertising.
Solve Media security engineers have detected a new threat targeting the video ad marketplace, where budgets are increasing and the risk of non-human audience is growing.Global Desk Editor
19 September 2013 in ExchangeWire EMEA
'RTB Brings the Northern Lights to the Nordic Media Scene', by Gareth Holmes, Commercial Director EMEA, PubMatic
Arguably some of the greatest work to emerge from the Nordic region in recent years has been their incredibly enigmatic and gripping dramatic television series, such as The Killing and Borgen, that the global marketplace has embraced enthusiastically. The Nordic televised drama market has changed the way millions of crime lovers view programming, breaking down the obvious barriers of language and familiarity, in favour of a good story. The northernmost European countries knew that their captive audience was out there, but pushing their content into the saturated English-language marketplace was a risky gamble, that eventually paid dividends.
Now a different part of the media world is turning its attention to the Nordic region as the next high-growth area for the programmatic trading of advertising; and with that comes a fair few risks. Since 2009, when supply-side platforms and ad exchanges announced their support for real-time bidding, this method of trading has taken root with the many tiers of UK publishers, and similarly rapid expansion happened across the channel in France and Germany.Global Desk Editor