Why do European agencies and advertisers need hyper-local datasets to successfully target audiences, and can concerns around online privacy hinder the use of this data? Frank Bobo, Vice President of Digital Element, spoke to Exchangewire this week about how the company’s targeting technology, NetAcuity, is helping marketers to engage the right audiences at the hyper-local level, and why user privacy is at the core of its offering.
» MediaMath rolled a new tool on its TerminalOne platform this week, which aims to give agencies and advertisers deeper insights into audience-specific performance. MediaClarity is an analytics and data visualization solution, and is integrated into the existing TerminalOne dashboard. MediaMath claim that this insight can be made actionable by linking it to actual media data, and can help users identify potential upside and improve campaign performance. (MediaMath)
Alenty is a Paris-based ad visibility specialist, offering advertisers and agencies the tools to monitor the visibility time of their display campaigns. Laurent Nicolas, Alenty Founder and CEO, took time to speak with ExchangeWire this week about the company’s ad visibility offering, how it is helping European agencies and advertisers gain more transparency into their display advertising buys and why Alenty can improve CPM rates for publishers.
TruConnect is a first-party ad server which enables advertisers to build one-to-one relationships with their desired audiences and customers web wide. James Sandoval, Founder and Managing Director of Invizua, spoke to ExchangeWire this week about how first-party ad serving can significantly improve campaign performance, why online display is not serving advertisers well, and what can be done to address some of the key problems in the display model.
Netezza (NYSE: NZ) is the global leader in data warehouse and analytic appliances, and helps simplify high-performance analytics for some of the biggest media buying agencies in the world. Brad Terrell (@bradterrell), vice president and general manager of Digital Media at Netezza (@netezza), spoke to ExchangeWire this week about the state of the display market and the challenges European agencies face in adopting data-driven strategies to best compete.
» We’ve had yet more European M&A agency action this week. It was announced yesterday that LBI and Bigmouthmedia are to merge to form Europe’s largest digital marketing agency. The new company is expected to list on the NYSE Euronext Amsterdam in July. This consolidation within the market comes hot-on-the-heels of LBI’s takeover of Danish digital agency, Triple Copenhagen. The new agency will have around 1,800 staff, and offices in 15 countries – and has plans to expand its operation beyond its European footprint. (WSJ)
Tagman is one of the quiet success stories of the European ad-tech sector. Its universal tagging technology is being used in a number of high-profile US and European agencies, as well as some of the largest e-commerce players on the web. Tagman recently raised $1.3 this month in new funding to further expand its business in the US and European markets. Jon Baron, General Manager and co-founder of Tagman, spoke to ExchangeWire this week about tracking the complete user journey, the state of display market, and how Tagman’s technology can be used for better re-targeting.
Anthony Rhind is co-chief executive officer at Havas Digital and, given his senior position at one of the biggest agency holding companies, has an excellent perspective on how big agencies are developing strategies for exchange trading. Rhind took time to speak to ExchangeWire this week about the challenges of buying media through automated platforms, the complexities of managing client and agency data, and what impact the DSPs are likey to have on European market.
» With all the debate on the convergence between search and display, it was timely that SES London devoted a whole session to the very subject. The illustrious panel was made up of industry luminaries, including: Jonathan Mendez, Founder & CEO, RAMP Digital; James Sandoval, Founder & Managing Director, Invizua Limited; Dax Hamman, Vice President of Display Media, iCrossing; and Sacha Berlik, Founder and CEO, mexad. The majority of the panel agreed that some convergence was happening.
» The Rubicon Project believes the current ad server is a “legacy technology”, and must be put to the sword. In a blizzard of PR, hype, and typical Rubicon showmanship, the company set out its “manifesto” for content creators last week. The document lists the ways in which it intends to help publishers wrest more spend from the buy-side. I think there is a massive opportunity for the likes of Rubicon on the supply-side. Oversupply of ad inventory is driving prices into the ground. Future revenue growth for publishers now lies in extracting value from data: yield optimisers like Rubicon will have to equip publishers with the tools to better understand and build out audiences, so that they can sell at a higher price to media buyers. Rubicon is clearly positioning itself as a supply-side platform. If it’s to prosper, the new SSP will have to give publishers better technology, better inventory control, better yield management and better audience insight if the current decline in pricing is to be arrested. (The Rubicon Project Blog)
Why do European agencies and advertisers need hyper-local datasets to successfully target audiences, and can concerns around online privacy hinder the use of this data? Frank Bobo, Vice President of Digital Element, spoke to Exchangewire this week about how the company’s targeting technology, NetAcuity, is helping marketers to engage the right audiences at the hyper-local level, and why user privacy is at the core of its offering.
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» We’ve had yet more European M&A agency action this week. It was announced yesterday that LBI and Bigmouthmedia are to merge to form Europe’s largest digital marketing agency. The new company is expected to list on the NYSE Euronext Amsterdam in July. This consolidation within the market comes hot-on-the-heels of 
Anthony Rhind is co-chief executive officer at Havas Digital and, given his senior position at one of the biggest agency holding companies, has an excellent perspective on how big agencies are developing strategies for exchange trading. Rhind took time to speak to 
» With all the debate on the convergence between search and display, it was timely that SES London devoted a whole session to the very subject. The illustrious panel was made up of industry luminaries, including: Jonathan Mendez, Founder & CEO, RAMP Digital; James Sandoval, Founder & Managing Director, Invizua Limited; Dax Hamman, Vice President of Display Media, iCrossing; and Sacha Berlik, Founder and CEO, mexad. The majority of the panel agreed that some convergence was happening.
» The Rubicon Project believes the current ad server is a “legacy technology”, and must be put to the sword. In a blizzard of PR, hype, and typical Rubicon showmanship, the company set out its “manifesto” for content creators last week. The document lists the ways in which it intends to help publishers wrest more spend from the buy-side. I think there is a massive opportunity for the likes of Rubicon on the supply-side. Oversupply of ad inventory is driving prices into the ground. Future revenue growth for publishers now lies in extracting value from data: yield optimisers like Rubicon will have to equip publishers with the tools to better understand and build out audiences, so that they can sell at a higher price to media buyers. Rubicon is clearly positioning itself as a supply-side platform. If it’s to prosper, the new SSP will have to give publishers better technology, better inventory control, better yield management and better audience insight if the current decline in pricing is to be arrested. (
