In this week’s ExchangeWire Weekly European Roundup: ExchangeWire Research debut; ADTRADER Berlin; Cxense acquires Maxifier; Xaxis launches Light Reaction; Rubicon Project beds down in native. ExchangeWire Research debut The majority of marketers believe believe programmatic advertising adds value to their campaigns, but there remains underlying concerns about marketplace quality, according to ExchangeWire Research’s debut study. The study, which surveyed 183 senior advertising staff, revealed 94% of respondents believe programmatic advertising delivered value for money, with 65% claiming it does not pose [...]

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Denmark-based Adform has established itself as one of the leading European ad tech firms on the market, with the company today (27 April) announcing the launch of its Programmatic Publisher Ad Server (PPAS), the first solution in its planned Publisher Edge Solution suite. ExchangeWire caught up with Martin Stockfleth Larsen, Adform, CMO, and regular ExchangeWire contributor, to learn more about the outfit’s latest offering. Adform has announced the launch of a new ad server for publishers – PPAS – claiming the latest addition [...]

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Henry Howe, Weve, product manager, display, discusses how competing mobile ecosystems,and ad tech firms continually repositioning themselves is causing fragmentation and confusion in the market, plus how those with first-party data can help simplify the audience buying process.  Few other areas of the advertising industry are quite as fragmented as mobile display, a fact that regularly makes life very confusing – not just for media and advertising professionals used to straight-line relationships between advertisers, agencies and publishers, but for everyone bewildered by [...]

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ExchangeWire rounds up some of the biggest stories in the European digital advertising space.  1. Facebook acquires LiveRail  The big news this week was Facebook’s purchase of video SSP LiveRail for an undisclosed sum with the pairing of the two indicating the social network’s desire to invest further into video and mobile.  Brian Boland, Facebook,VP of ads product marketing and Atlas, made the announcement via a blog post. It reads: “Today we’re announcing that we have agreed to acquire LiveRail, an advertising technology company [...]

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Digital ad spend in Europe increased by 11.9% last year to surpass the €27bn mark, with the UK extending its lead as the most developed market in the region, although growth in Western Europe’s second-largest market (Germany), was relatively flat, according to figures released by the IAB. The figures – dubbed the AdEx Benchmark study – released today (20 May) suggest that total spend was €27.3bn with spend on mobile establish a double-digit market share for the first time, accounting for [...]

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Arguably some of the greatest work to emerge from the Nordic region in recent years has been their incredibly enigmatic and gripping dramatic television series, such as The Killing and Borgen, that the global marketplace has embraced enthusiastically. The Nordic televised drama market has changed the way millions of crime lovers view programming, breaking down the obvious barriers of language and familiarity, in favour of a good story. The northernmost European countries knew that their captive audience was out there, [...]

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Following a host of new device launches this year, from Samsung’s Galaxy S4 to Blackberry’s Z10, new data to be released tomorrow by ad tech platform Adform has revealed that Europe’s digital advertising community has vastly increased its investment in programmatic mobile marketing, with a near three times (275%) increase in mobile RTB spend in Q1 2013. The figures published in Adform’s Q1 RTB Trend Report 2013 also highlight the improving health of programmatic advertising across all devices, with a 66% [...]

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The Rubicon Project recently released some localised data in its Nordic RTB Market Growth blog post. At ATS Stockholm last May, ExchangeWire saw a fairly nascent market still testing and probing the potential of impression-level buying. Rubicon’s report on the Nordics seems to indicate a big adoption of RTB-based buying (see graphs below).

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The trend of local publishers banding together to offer scale and targeting to agency trading desks has been gathering pace. Already we have publishers building their own exchanges – powered by the likes of Rubicon, AppNexus and Improve Digital – in France, Germany and the Netherlands. The growing influence of FBX and AdX across Europe is forcing publishers to address the shift of agency budget to programmatic buying. Now a number of the biggest premium publishers in [...]

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The adoption of real-time advertising in the UK and Europe is becoming mainstream. Effective real-time bidding (RTB) campaigns have been running at scale for a number of years, however this buying method is now the first choice for online performance campaigns, and major advertisers are starting to issue RFPs specifically for programmatic media buying and analytics services, something that was unheard of 12 months ago. The following report was researched and written by Infectious Media using aggregated and anonymised campaign data [...]

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