» AOL and Rubicon have entered into a non-exclusive partnership in six different European markets that allows the yield optimiser to manage the non-premium display of AOL and operated inventory. The partnership covers all Ad.com inventory – with AOL recommending the Rubicon platform to its network partners. The deal extends to six countries in total, including Norway, Denmark, Finland, Sweden, the Netherlands and Spain. Both parties were at pains to stress that the deal only applies to unsold ad inventory. Having shuttered a number of regional offices, AOL is clearly looking to refocus its efforts on stronger areas: AOL still has significant reach and share in Europe’s powerhouse display markets, namely France, Germany and the UK. There are no details of how much non-premium inventory AOL has in the six countries named above, but it would appear Rubicon has achieved a significant win here. The combined ad network market of these six countries has an estimated value of around 200 million euro – and growing. They have now got a foothold in markets, particularly Spain, that have been traditionally difficult to break into.
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.
Leading UK video ad network, WebTV Enterprise, released a report this week about the state on the online UK video ad market. The survey suggest that media planner buyers here are warming to the format with video advertising now making up three per cent of the TV ad market. The number of campaigns has also tripled in the last six months. Media buyers are now recognising the potential of targeted audiences online, and are allocating media buying budgets accordingly. The majority of those surveyed expect media spend on video advertising to increase by at least 50% in 2010. Despite the growth, campaigns remain small: agencies are typically spending between ten and twenty-five thousand pound. Chicken feed compared to some of the big TV campaigns. But there should be acceleration in growth as viewing habits change, and more video content becomes available. For publishers video advertising is good because it generates higher CPMs. This space is about to get a lot more interesting. [Web TV Market Report]
Specific Media is arguably one of the strongest DR ad networks in the European market, appearing on most of the big agency media plans. How do they do it? Good optimisation? Good technology? Good ad ops? Good sales? You could say it’s a bit of all of the above.. Ian Dowds, VP UK, Specific Media, took time this week to speak to ExchangeWire about Specific Media’s premier status in the DR space, the possibility of consolidation in the ad network market, and the continued evolution of online display.
The Dutch and German exchange marketplaces are starting to see signs of serious growth. With new exchanges and platforms springing up all the time, 2010 looks likely to be the break-out year for automated trading platforms. One of the leading companies in both markets is Amsterdam-based ClickDistrict. Marco Kloots, ClickDistrict CEO, spoke to ExchangeWire recently and discussed the company’s business model, the opportunites in both the Dutch and German markets, and ClickDistrict’s plans for the year ahead.
Adify is a vertical ad network platform that helps publishers build out their own network, augment their reach, and connects brands to highly targeted audiences. Nick Reid, Senior Director of Platform Development UK at Adify, took time to speak to ExchangeWire this week about the state of the UK ad network market, what ad nets will need to do to survive, and the potential disrupting effect of DSPs.
» 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.
» AOL and Rubicon have entered into a non-exclusive partnership in six different European markets that allows the yield optimiser to manage the non-premium display of AOL and operated inventory. The partnership covers all Ad.com inventory – with AOL recommending the Rubicon platform to its network partners. The deal extends to six countries in total, including Norway, Denmark, Finland, Sweden, the Netherlands and Spain. Both parties were at pains to stress that the deal only applies to unsold ad inventory. Having shuttered a number of regional offices, AOL is clearly looking to refocus its efforts on stronger areas: AOL still has significant reach and share in Europe’s powerhouse display markets, namely France, Germany and the UK. There are no details of how much non-premium inventory AOL has in the six countries named above, but it would appear Rubicon has achieved a significant win here. The combined ad network market of these six countries has an estimated value of around 200 million euro – and growing. They have now got a foothold in markets, particularly Spain, that have been traditionally difficult to break into.
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 
Leading UK video ad network, 
The Dutch and German exchange marketplaces are starting to see signs of serious growth. With new exchanges and platforms springing up all the time, 2010 looks likely to be the break-out year for automated trading platforms. One of the leading companies in both markets is Amsterdam-based 
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