German Sales House

  • How Germany Moves Out of the Programmatic Slow Lane

    The Echo Chamber is a regular column, penned by Ciaran O’Kane, on all things adtech, martech and programmatic.

    Germany has two conferences focused exclusively on programmatic – one of which is a joint venture between ExchangeWire and Adzine, for full disclosure. Both have been going now for nearly five years. It’s quite incredible really given how slow the market has been in the area of automated buying and selling during that time, in Germany.

    The volumes of inventory being traded this way remain [...]

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  • ExchangeWire Research Quizzes Marketplace Quality Attitudes; ADTRADER Berlin 2015

    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 [...]

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  • Welcome to ADTRADER Berlin 2015

    Despite being the largest advertising market in Europe by total ad spend, Germany’s media business is still widely regarded as cautious when it comes to embracing the programmatic media-buying revolution.

    However, the ADTRADER Berlin Conference hosted today (2 June) will see hundreds of the industry’s delegates assemble to debate ways to spur the market further. This will involve addressing key themes including: yield optimisation; transparency; and taking programmatic beyond display.

    Germany is the economic powerhouse of Europe and the fourth-biggest [...]

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  • ExchangeWire Lifts the Lid on ATS 2015 Series 

    ExchangeWire is priming itself for a busy 2015, with its ATS event series consisting of six confirmed events taking place across three continents, where it will help chart the progress of the programmatic advertising sector, as ad tech becomes the underpinning technology of the entire advertising industry.   

    The programmatic advertising sector has undergone an overwhelming 12 months, with the sector advancing from a relative fringe technology that was the subject of an elite few, to one of [...]

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

    With 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 [...]

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  • Cross-Device Audience Targeting & Media Buying Opportunities In Germany

    Ahead 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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  • Crossing The Great Data Divide

    Ahead of next month’s Ad Trader Conference hosted in Berlin, Dimo Velev, OpenX, regional director, DACH, asks how can German publishers thrive in the era of big data given the more stringent privacy laws there, compared to the rest of Europe.

    German publishing houses are notoriously risk averse, and are noted for their initial hesitance to ride this wave of innovation, although market data and anecdotal evidence suggests this is about to change.

    In this piece Velev explains to [...]

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  • The Debate: Public Vs. Private Exchanges

    The German programmatic market tipped for a period of sharp growth in 2014, as publishers there gradually open up to alternative models of monetising their digital inventory.

    With German publishers notoriously slow to embrace automated trading, Sebastian Romanus, managing director of Munich-based Adscale, discusses the merits and drawbacks of public and private ad exchanges, ahead of next month’s Ad Trader Conference hosted in Berlin.

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  • German Media Players Primed For Automated Push

    German advertisers and publishers may currently lag smaller European economies, such as the UK and Belgium, in the uptake of real-time advertising, but separate studies show engagement rates among online audiencesthere are well above the European average, and the tide may be about to turn in the market.

    The hesitancy of German publishers to trade their premium inventory via programmatic channels is a well-documented phenomenon, but statistics from Adform’s latest quarterly report demonstrate the willingness among web audiences [...]

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  • Ad Trader Conference: What Is The Reality Of The German Programmatic Market?

    When it comes to programmatic the Germans love to talk a good game. At the recent d3con event in Berlin most panels had seven-to-eight people talking up their programmatic buying and selling strategies. That’s a lot of noise to have on any stage. A lot. All participants talked about growth with many saying they are seeing a significant shift in spend into programmatic. But what is the reality?

    There is little data on the market – and many of the [...]

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