EMEA > Russia

Tinkoff Digital, the newly-launched digital ad solution provider, is announcing that it is a rolling out a DSP for the Russian market. DataMind will be Tinkoff Digital’s first product launch in the market.

The new solution is aimed squarely at Russsia’s fast growing e-commerce market, but the company is stressing that the platform can also be used by agencies. Given that the big holding groups are still figuring out their strategy for Russia, it seems likely that much of DataMind’s business will come from Russia’s big growth e-commerce sector.

DataMind will focus initially on graphical display, but there are plans to roll out on mobile in the first quarter of next year. It is also worth noting that Tinkoff Digital raised about USD $20 million both to acquire and build out its different offerings over the coming twelve months.

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Venture Capitalists and “tech” trade press types have been salivating over the potential of the Russian internet market for some time now with an avalanche of posts offering some unique perspective. Given the hot air that perpetually emanates from both parties, you’d be forgiven for disbelieving the hyperbole. However, the numbers and demographics definitely do support the premise that Russia will come to dominate the European internet market.

So how will this big growth affect the data-driven ad market in Russia, and who will be the key players? Before we look at the principal players in the real-time advertising space, let’s run through the numbers for those uninitiated with the great Russian internet bear.

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ExchangeWire have been watching the emerging Russian market with interest. Looking to gain some insight into how things are developing, we caught up with Nikolay Danilov, Head of Display Ad Services at Yandex, to shed some light on what we can expect and look forward to in the burgeoning region.

Can you give some overview on the Yandex RTB strategy? How evolved is the Russian RTB market?

Russia’s RTB market is in a very early stage compared to how it looks in Europe and the US today. Yandex was the first Russian company to launch fully-fledged RTB this year, and as the largest Russian online service hub we see our strategy and mission to be promoting RTB’s benefits on a bigger scale than just pushing our in-house platform. We think RTB is able to give a second breath to display advertising in Russia as is makes inventory accessible for more advertisers.

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SECTION I: PREMIUM & BRANDING IN THE PROGRAMMATIC ERA

KEYNOTE 1: Our first keynote speaker of the day was Neal Mohan, VP of Display Advertising Google, who gave us a presentation titled “Programmatic for the People”.
- Programmatic buying moving from performance to also include brand.
- You get what you measure.
- Let’s get that brand spend away from TV!

PANEL 1: “How are data & technology affecting change in advertising?”
This first panel was moderated by Erich Wasserman, Co-founder & GM, EMEA, MediaMath, with discussion between Curt Hecht, Chief Global Revenue Officer, Weather Channel; Anthony Rhind, Co-CEO, Havas Digital and Sean Cornwall, former MD, eHarmony.

Anthony Rind, Havas: “Know the value, not just the cost of data. What you’re doing with data is improving your accuracy, not providing a 100% hit rate. Clients won’t share their data unless they have absolute trust. Build attribution models based in comparing touchpoints of both converters & non converters, it proves display works.”

Curt Hecht, Weather Channel: “Mobile is the #1 thing I’m focused on. Mobile will make the Weather Channel global.”

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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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smartclip, the multiscreen and brand advertising platform, and LG Electronics announced on Friday that smartclip will monetise all ad inventory on the LG Smart TV Platform across Europe, Russia and Australia. The partnership with LG Smart TV offers advertisers a range of branding possibilities, enabling brand marketers to extend their reach to new audiences with these new smart devices and engage with them on additional levels through the TV screen.

The agreement between smartclip and LG Electronics will give advertisers access to the entire ad inventory on the LG Smart TV Platform, ranging from pre-roll and banner ads to unique and interactive ad formats, aiming to enhance the viewer’s experience as well as offering targeting opportunities via ad-serving technologies. Advertisers who jump on the bandwagon hope to be at the forefront of digital advertising as early adopters of the new Smart TV technology. The controlled environment of the LG Electronics Smart TV Ad Platform also claims a completely brand safe experience with efficiency and accuracy.

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Infectious Media today released its Insight Report looking into the Spring 2012 online advertising trends. It details how advertising prices through the RTB ad-exchanges are shifting across Europe, in addition to other trends impacting online advertisers. The report offers opinions on the causes of these movements and makes predictions of coming trends within the market.

This, the third quarterly report from Infectious Media, encompasses data collected between March and May to identify the European trends in CPM (cost-per-thousand), CPC (cost-per-click) and CTR (click-through-rate). It also draws on original data sources to provide an analysis of brand exposure time per impression, the effect of increasing ad impressions on CTR, and a league table of the leading inventory sources, by European region.

The next Trend Report will be out after summer – just in time for dmexco, ATS London and ATS Paris.

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Dutch Response to Cookie Regulation

Netherlands Unprepared in the Wake of “Fast” Cookiewet Implementation

Webwereld.nl
by: Andreas Udo de Haes

Despite years of wrangling and preparation, almost no Dutch site meets cookiewet (cookie regulation) guidelines since they were put into effect.

As of last week, the cookiewet force requires that sites extract from visitors explicit consent for the transfer of tracking cookies. There should also be clear information provided on why cookies are needed.

Deadline ignored

A tour of sites along Webwereld and other publishers shows that almost nobody complies with the law. This does not mean they are ignoring the rules, because most are, in their own words, “fully engaged” in compliance. But last week’s deadline came apparently so rapidly or unexpectedly that almost nobody is compliant. Ironically, this is also the case with many government sites and sites of various political parties.

Of the big sites and publishers, only De Telegraaf has taken concrete action, with a banner at the top of the site, which links to Information. Here, however, no permission asked, and therefore still doesn’t comply with the law, admits Marc Roos, Director of Digital Media Telegraaf Netherlands.

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