We hosted our third Ad Trader Conference in Berlin two weeks ago. It was an interesting day, and offered up some fascinating debate and talking points. Looking in you would think nothing has changed since the first Ad Trader Conference, but a cursory look under the bonnet reveals that all is not what the sales houses are saying publicly – with significant volumes currently being traded programmatically.ExchangeWire
26 April 2013 in ExchangeWire Tradertalk TV
#TraderTalkTV: Dr Neal Richter, Chief Scientist, The Rubicon Project, Explains Deal ID & the Open RTB Initiative
Dr Neal Richter, Chief Scientist at The Rubicon Project, breaks down the concept of Deal ID (a unique string token, passed on the bid call to various bidders). Richter describes the crucial role played by Deal ID in the private marketplace, and explains how Open RTB is addressing some of the key problems that existing current trading model.Global Desk Editor
26 April 2013 in ExchangeWire EMEA
Save the date, ATS London 2013 is returning Tuesday September 10.
ATS London 2013 signals evolution. We believe that the past three years have transformed the industry, from an advertising technology perspective. We also believe that the next phase of growth will come from the broader enterprise ecosystem, and we intend to take you along on that journey.
At its heart, ATS London has always embodied the theme ‘data-driven’. In 2013, we intend to widen the focus of the event, while staying true to the core values of ATS.Rachel
25 April 2013 in ExchangeWire APAC
Mikko Kotila, Founder & CEO, STATSIT Discusses the Evolution of Their Proposition & Regional Differences in APAC
Can you give an overview of the STATSIT proposition and how you have evolved in the data-driven display-buying space?
STATSIT started on the back of our previous company, which was providing automation and workflow management solutions for some of the biggest SEM players in Scandinavia. We used the money we made to start STATSIT in 2008. The first 18 months were funded out of our own pockets, so we were literally free to do whatever we wanted.Global Desk Editor
The rumours of a publisher exchange in Australia is the worst kept secret in APAC right now. Four of the biggest Australian digital publishers have allegedly been spotted in New York, negotiating a deal with AppNexus. The “gang of four” in this new exchange proposition are some of the unlikeliest bedfellows you could think of. Mi9, Yahoo7, Fairfax and News couldn’t be more diametrically opposed – in terms of where they sit politically and who their owners are. But there is one consistent and motivating factor for a proposed Aussie publisher exchange: a collapse in traditional ad revenue.ExchangeWire
23 April 2013 in ExchangeWire APAC
Having recently partnered with four major APAC mobile operators, Amobee’s presence in the region has been progressively getting stronger. ExchangeWire caught up with Amobee CEO Trevor Healy to discuss their strategy and how their platform PULSE for Publishers aids monetising publisher inventory.
Can you briefly provide background information on Amobee? What does the business fundamentally do/provide?
Amobee is the global leader defining mobile advertising, providing mobile advertising solutions to large mobile operators, publishers and brands worldwide. Amobee’s advanced, proprietary mobile advertising technology and expertise enables brands to reach target customers on a global scale with leading-edge mobile ad campaigns, from a simple text message to a rich media and 3D experience, to achieve guaranteed results. Mobile publishers and operators work with Amobee to monetise mobile inventory on a global scale and achieve the highest ROI by offering advertisers data-rich mobile inventory.Global Desk Editor
19 April 2013 in ExchangeWire Tradertalk TV
#TraderTalk TV: Ego-System or Eco-System? Pubmatic's Gareth Holmes Calls for a New Publisher Approach
In this week’s #TraderTalkTV, Gareth Holmes, UK Publisher Director at PubMatic, discusses the evolution of the SSP model in today’s market into a “Strategic Selling Platform”, allowing the publisher to focus on content-creation to engage users. Gareth breaks down the current CPM-driven ‘ego-system’, based on old assumptions, and its untenable position as a forward-thinking proposition.Global Desk Editor
18 April 2013 in ExchangeWire EMEA
Personalisation is hot property in digital marketing at the moment. The ability to present users with more relevant experiences in the purchase cycle resonates with advertisers and brands alike. Increasingly competitive landscapes mean it is more important now than ever to get the right message to the right person at the right time.
Despite the apparent opportunity it seems many brands fail to deliver meaningful personalised experiences for their customers. Let’s take Amazon for example; I’ve been shopping with them now for over 14 nears, from which they must have a wealth of purchase data to work with. Last week I bought a pack of Oral B Tooth Brush heads and some tumbler glassware. This week’s personalised email suggested I purchase an Oral B toothbrush and some more tumblers despite common sense dictating I owned both of these products already.
So where are companies going wrong? What is the real opportunity? I spoke with three of the leading technology providers in the personalisation space to learn more about the challenges and opportunities faced by digital marketers looking to succeed with personalisation.Global Desk Editor
17 April 2013 in ExchangeWire EMEA
Rob Jonas, VP & MD, EMEA, APAC, PubMatic, Discusses the Future of RTB & Premium Programmatic in the German Market
Can you give an overview of the PubMatic proposition in the German market?
We provide premium publishers in Germany with a real-time media-selling platform for managing revenue across every sales channel and every platform, including mobile, desktop and tablet. PubMatic provides a flexible set of capabilities that allow publishers in Germany to customise their ad technology. These capabilities include: superior Private Marketplace tools for managing premium inventory and brand control with transparency; appending first- and/or third-party audience data to media, increasing the value of impressions and improving the user experience; real-time dynamic reporting across direct and indirect inventory to enable publishers to see which channel will deliver the highest value per impression and enable complete control over how their inventory is sold.Global Desk Editor
WireColumn: Programmatic Premium - Quality of Exposure Needs to Move to the Forefront Alongside Scale
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.Global Desk Editor