21 May 2013 in ExchangeWire EMEA 1 Comment
When Facebook initially made its move to monetise onsite inventory with foreign datasets (foreign, meaning an advertiser’s first-party data), it divided opinion. We took a somewhat negative stance on the strategy.
With the launch of newsfeed ad formats being made available to RTB, does this require a new approach as to how the paid-for element of the Facebook platform will be leveraged, perhaps pointing to the future of RTB?
ASU Gold Rush
The initial FBX launch turned into a retargeting frenzy. Predominantly used to help drive greater cost efficiencies for businesses running existing RTB campaigns (FBX on numerous occasions was found to be unsurprisingly cheaper) and also to prop up the volume of click-based acquisitions that made the overall click-average-to-impression-conversions on RTB campaigns healthier.
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ExchangeWire17 April 2013 in ExchangeWire EMEA 1 Comment
Simon Halstead is Director, Microsoft Advertising Exchange and Scale Display, EMEA, Microsoft Advertising
Disclosure – I have worked for agencies, sales house, networks and now work for one of the world’s leading publishers and exchanges. Microsoft have a valued partnership with AppNexus in Real Time Bidding (RTB). All views expressed are my personal opinions, and don’t necessarily reflect Microsoft strategy.
The topic of programmatic ‘premium’ or ‘reserved’ means a publisher, or SSP, needs to clearly define its programmatic goals. There are a number of functions that are currently fulfilled by RTB and the programmatic channel:
- Monetisation of unsold impressions
- Additional revenue not captured by a direct sales team
- Efficient selling processes
- Focusing direct efforts to custom/integrated selling
Currently, a number of publishers are exercising RTB as an additional revenue channel, whilst many are simply utilising RTB as a sweeping function. For a publisher who wants to extract maximum value from programmatic, they will need to redefine and evolve their strategy.
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Global Desk Editor11 April 2013 in ExchangeWire EMEA
In 2002, less than £200 million was spent on UK internet advertising – 10 years later, digital advertising spend crosses the £5 billion mark.
In 2012, digital advertising increased by 12.5% on 2011 to a record annual high of £5.42 billion – up by £607 million from £4.81 billion according to the latest Internet Advertising Bureau UK (IAB) digital adspend report, conducted by PwC.
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Global Desk Editor26 March 2013 in ExchangeWire EMEA 1 Comment
Google announced last week that it was making a number of changes to its DoubleClick Ad Exchange, as it continues to add the functionality of Admeld’s SSP solution to its core publisher product suite. Scot Spencer, Director of Product Management, Google, described it as an evolution of the Ad Exchange on the DoubleClick Publisher blog, but what does that mean? Is this conversion on the sell side? Do you really need a SSP and an Ad Exchange when they can both carry out the same yield management/optimisation task? How does this benefit the publisher? Here we discuss these subjects with Neal Mohan, VP Display Advertising Products at Google.
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ExchangeWire15 March 2013 in ExchangeWire EMEA 3 Comments
The Rubicon Project recently released some localised data in its Nordic RTB Market Growth blog post. At ATS Stockholm last May, ExchangeWire saw a fairly nascent market still testing and probing the potential of impression-level buying. Rubicon’s report on the Nordics seems to indicate a big adoption of RTB-based buying (see graphs below).
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Global Desk Editor8 March 2013 in ExchangeWire EMEA
With the RTB market expected to be worth $20 billion by 2015, new findings from Adform have revealed that CPM rates for RTB-traded inventory have doubled over the past 12 months.
The research highlights the boom in the display market with demand for RTB-traded inventory having overtaken supply for the first time in Q4 2012. The increased demand has led to competitive bidding from advertisers, calling publishers to provide more real-time traded inventory.
Advertising on tablets attracted the highest engagement with a click-through rate 65% higher than that of desktops with mobile close behind with a click-through rate 50% higher. Until now, mobile devices have only represented a fraction of the total impressions in the European real-time bidding market. Previously, advertisers have also had concerns over the performance of mobile and tablet ads with a staggeringly low 2.1% of the total spend on RTB advertising allocated to these devices.
Gustav Mellentin, CEO at Adform comments, “The RTB industry is booming, but European advertisers are still testing the waters. To keep up-to-date with on-the-go consumers, advertisers need to run display campaigns on all the screens that consumers are using and over the sites that they’re interested in. The fact that CPM rates have doubled over the past year shows that RTB-traded inventory is a ‘win win win’ for publishers, advertisers and consumers.”
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Global Desk Editor28 February 2013 in ExchangeWire EMEA
The German market for digital advertising is currently being shaped by two main developments: the demand for automated media purchasing, as well as efficient campaign control via real-time bidding and targeting. Both are clearly impacting the price level. The prices in 2012 were on average 42% higher than the average price over the past three years. In addition to RTB and targeting, the persistent high demand for large-area special ad formats and video advertising influence this development. This is confirmed by the results in the current adscale Analyzer 1/2013, a study focused on price development in the German online advertising market.
The study, entitled ‘A Regional Focus on Online Advertising’, additionally shows that on average higher CPMs are paid in southern and western Germany than in northern and eastern Germany. The highest average CPMs are found in North Rhine-Westphalia, where the average price for 1,000 advertising contacts is 22% above the national average. Baden-Württemberg and Bavaria follow in second and third place with figures seven and five percent above the average CPM.
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Global Desk Editor20 February 2013 in ExchangeWire EMEA
In the last of the series on programmatic premium (sorry, guaranteed!) we speak to Paulo Cunha, Co-Founder & CEO shiftforward who breaks down, in some detail, how the ad exchange can be used to deliver programmatic premium buys – and compares this methodology against the direct sales model and programmatic premium trades executed via the RTB protocol. Cunha also goes into detail about the importance of forecasting in this type of premium trade.
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Global Desk Editor13 February 2013 in ExchangeWire EMEA
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.
ExchangeWire21 January 2013 in ExchangeWire EMEA 2 Comments
There has been a lot written around the new industry buzzword, Programmatic Premium. The amount of press devoted to it in the last three months is not the be underestimated. After all, this is the sweet revenue spot for most premium publishers and would represent a fair chunk of their actual revenue. Not surprisingly, a collection of ad technology vendors have been trying to position themselves as the “programmatic premium” offering of choice.
However, before we go into nuances of the impending face-off between ad tech’s middle layer, let’s cut through the noise and investigate what “programmatic premium” really means and who is trying to service the space. Let’s discuss the term programmatic premium.
What we are really talking about here is the automation of the premium layer – a more efficient way to trade premium impressions beyond the I/O-driven, ad-ops-resource-heavy process. There are effectively three ways to accomplish the automation of premium: 1) through RTB (but not impression-level buying); 2) via a direct sales platform; and 3) through an exchange.
Granted, there other factors to take into account here, such as inventory forecasting and programmatic optimistion, but we will address these areas in a series of posts. Today we will start this series on programatic premium by examining the automated direct sales platform approach – and how it compares to our other options.
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ExchangeWire
When Facebook initially made its move to monetise onsite inventory with foreign datasets (foreign, meaning an advertiser’s first-party data), it divided opinion. We took a somewhat negative stance on the strategy.
