4 April 2014 in ExchangeWire EMEA 0 Comments

ExchangeWire European Weekly Round-Up

sociomanticIt’s been a busy week for ad tech, with no short supply of major announcements, quite fitting given that it was Advertising Week Europe, where programmatic trading, was described as “the prettiest girl at the ball” by its organisers. ExchangeWire will bring you its take on what went on.

ExchangeWire rounds up some of the biggest stories in the European digital advertising space.
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4 April 2014 in ExchangeWire EMEA 0 Comments

Don’t Get Tripped Up By Data Privacy When Entering The German Market

germanyWith 33% of German consumers choosing not to engage with a website over privacy concerns, Ken Parnham, managing director, EMEA for TRUSTe, explains just how serious an issue privacy is in Europe’s biggest untapped market.

With the increase of programmatic buying and the online bidding landscape growing in the German market, more US based companies are looking to expand into Germany and take advantage of increased activity in the country’s booming online ad marketplace.

The traditional ad-tech expansion route for a US company is to launch in the US market, open an office in the UK and then expand into Germany, using the German market as the springboard for the rest of Europe. The route is the most logical one however there is a major issue companies should be aware of: German attitudes and legislation around consumer privacy are very different than in the UK and the US.
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3 April 2014 in ExchangeWire EMEA 0 Comments

The Rise Of The Data-Driven Bidder Continues: Sociomantic Acquired By Dunnhumby For A Rumoured $200 Million

sociomanticDunnhumby announced today that it is acquiring Sociomantic for a rumoured $200 million dollars.

It is one of the biggest ad tech M&A deals in Europe’s history, and is likely to spark a huge series of acquisitions as first party data players look to move into the programmatic media space.

Sociomantic, one of the leading independent players in the retargeting market, has built its own bidder technology and is integrated with most supply sources globally. The company has offices in 14 markets and was rumoured to have a run rate of $100 million.

No doubt this is one of the reasons Dunnhumby shelled out several hundred million for the German ad tech company. But it’s more likely that Dunnhumby has aspirations to roll out a data-driven media buying business.

The Socmantic-powered Dunnhumby is likely to take a run at the programmatic market, carving itself out a chunk of the growing automated media spend.

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3 April 2014 in ExchangeWire EMEA 0 Comments

A Message To Adweek Europe: Why Programmatic Is Eating Your Advertising Business Alive

idrisThe following is an unabridged version of an editorial written by ExchangeWire CEO, Ciaran O’Kane, for the Advertising Week Europe newspaper.

Ad Week Europe, at its core, is a celebration of advertising – and the power of engagement. The creative is still king, and in the end it really is about the brand experience. That’s what advertising is about after all, experience.

Many of the C-level types attending this year’s event will likely immerse themselves in the content emanating from the array of star-studded panels that Ad Week are putting on. Most will probably eschew the ad technology-heavy discussions.

Technology and data just isn’t as sexy as ‘Stringer Bell’ speaking evocatively about his passion for music. Who really wants to get bogged down in the semantics of targeting and real-time execution of advertising campaigns across multi-screens?

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2 April 2014 in ExchangeWire EMEA 0 Comments

Going Native Tomorrow At Advertising Week Europe - Come On Down

AdWeekEurope.logo_It is the last day of Advertising Week Europe tomorrow – and I will be chairing a panel around native advertising.

Having endured the likes of James Corden and Idris Elba as poor warm-up acts, you will finally get to see me in the flesh on (JUST!) the third last panel of the week.

It will doubtless be a mind-blowing experience that will ultimately change your professional and personal lives. At the same time.

The panel will focus on the concept of “native” advertising – a new advertising channel that is close to my own heart (see assorted tweets over past twelve months on the subject).

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2 April 2014 in ExchangeWire EMEA 0 Comments

When Ad Tech Arrived At Ad Week

Screen shot 2014-04-02 at 15.21.04‘Fragmentation Feeds The Need For Automation’, that was pretty much the message here. The mobilisation of consumers, cross-device targeting, wearable tech, these are all key trends at Ad Week Europe currently being hosted in London.

Here the ad tech sector is pitching itself as the only viable means of taking advantage of both the pace of change and scale of opportunity.
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2 April 2014 in ExchangeWire EMEA 0 Comments

Rubicon Project IPOs Today (NYSE: RUBI) As Another Ad Tech Player Goes Public

rpThe Rubicon Project announced today it will IPO on the NYSE under the ticker RUBI. It will initially offer 6.8 million shares at a price of $15 to the public.

The IPO comes after speculation that the Californian-based ad tech specialist would IPO in the first quarter of this year. Positioning will be everything for Rubicon Project as it seeks to raise capital for further expansion and possible acquisitions.

The response for ad tech IPOs has been mixed from the public markets with the likes of Criteo and Rocketfuel faring a lot better than pure play ad networks such as Tremor and YuMe.

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2 April 2014 in ExchangeWire EMEA 1 Comment

The Really Not So Different Worlds Of Programmatic Display And Search Advertising

RebeccaM Rebecca Muir, Quantcast, product marketing lead, shares some of her insights on how the worlds of programmatic display and search are starting to merge.

Not so very long ago, display marketers and search marketers were typically very different people and certainly did very different jobs. But now it seems that’s changing. Having worked in digital marketing for eight years, holding roles at Google, Mindshare and most recently Marin Software, I’ve watched the worlds of display and search become more and more similar over the last couple of years.

Having recently joined Quantcast, I’d like to share a few observations about the similarities, differences and lessons both sides can learn from how the respective sectors are evolving and converging.

First I’ll get the stereotypes out of the way.
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1 April 2014 in ExchangeWire EMEA 2 Comments

AppNexus Debuts Research Study To Bolster Programmatic Understanding

AdWeekEurope.logoAppNexus has taken 2014’s Ad Week Europe to unveil its latest partnership with research body Warc, as it aims to position itself at the vanguard of increased investment in programmatic by brand-side advertisers.

Speaking at the Ad Week Europe conference, hosted in London, representatives from both the ad tech firm and Warc launched their latest research study, that will look at the evolution of digital advertising and programmatic across Europe.

The launch takes place as programmatic advertising companies take unparalleled profile at the four-day conference where the industry assesses the best way to move ahead, with companies including AOL, Adap.tv, and MediaMath occupying several high profile slots.
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1 April 2014 in ExchangeWire EMEA 0 Comments

Cross-Device Audience Targeting & Media Buying Opportunities In Germany

JeffGreenAhead of next week’s Ad Trader Conference in Berlin, Jeff Green, The Trade Desk, CEO and co-founder, share his views on how adoption of programmatic trading in Europe could outpace its uptake in the US.

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