The Ad Trader Conference is now only a few weeks away (April 08 in Berlin). The agenda is now live on the event website.
This year we are taking a look at the emerging programmatic video market in Germany, as well as how RTB could help marketers buy across a fragmented mobile eco-system. We will again be inviting the leading figures in the German market to discuss buy and sell side strategy.
Another big theme for the Ad Trader Conference this year will be the multi-screen opportunity. It was interesting to read Neal Mohan’s comments in a recent Forbes piece on the much hyped mobile-first strategy, and how it’s effectively become an outdated approach in a multi-device world. Programmatic offers a real opportunity to unlock this potential – and this year we have several panels addressing this area.
Germany in many ways is a unique market. While it’s been slow to embrace RTB (unlike the French and UK markets), the German buy side particularly has been busy building prop bidders, DMPs and other point solutions. We will look at customisation as a differentiator, as Germany finds its stride in programmatic. As ever things are massively dependent on the premium .de German Sales House inventory. It’ll be interesting to see how they will work with the buy-side.
Will access by restricted to those buying premium inventory. Are we looking at big trading deals with first look access for real-time impressions built in? Likely. But restricting access will ultimately drive more spend to Facebook and Google. Is this spend something the German Sales House prepared to risk? We shall see.
Tickets for the event are now available here. But be quick, as places are limited for the event.