In the latest of a series of market overviews, ExchangeWire reviews the key trends coherent to the German programmatic and martech industry ahead of ATS Berlin 2019, and receives insight on the market from a range of media professionals. Key statistics – 70% of digital display ad spend in Germany is directed via programmatic. (eMarketer) – Programmatic ad spending in Germany is expected to reach €1.80bn (£1.55bn), which represents a year-on-year increase of 15.4%. (eMarketer) – 89% of brands engaging in programmatic advertising in [...]

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The representative team from Beeswax EMEA attended ATS Berlin on 6 November, 2018 – a gathering of around 200 programmatic media professionals from across Germany. They were ready to learn from some amazing speakers – and weren’t disappointed, hearing from companies such as eBay, Wooga Games, Gameloft, Omnicom, GroupM, and many more besides. In an effort to keep the conversation going and recap their favourite moments, they have shared their top five takeaways. Only consultants have won from GDPR Firstly, the topic that [...]

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ExchangeWire has been running events in Germany since 2013; and in that time I have had a firsthand look at the workings of the local digital advertising market. Like in most markets, Google, Facebook, and Amazon dominate in Germany. But there is an interesting split between the remaining 20 percenters. The German 20 percenter market can be described as a tale of two ecosystems: the ever-evolving in-app ad market, which is mostly based in Berlin; and the slow-moving, legacy web-based ad [...]

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The advertising world is changing. Drastically. Every day, media is becoming more fragmented – making it harder for advertisers to reach their audience. Compounding this challenge, the media-buying industry, a USD$640bn (£485bn/€544bn) ecosystem, hasn’t yet automated. The result? Consumers are overloaded with uncoordinated or irrelevant messaging because media buying is happening through multiple uncoordinated specialty targeting shops. Ahead of his keynote speech at ATS Berlin on 8 November, Sacha Berlik (pictured below), managing director, EMEA, The Trade Desk, provides insight into [...]

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