AppNexus’ deal with UIM (United Internet Media) will see the pair build a private marketplace letting advertisers bid on inventory on websites such as GMX and WEB.DE, in a move that could see the German programmatic ad market double in 2014.
The collaboration is currently being tested and will kick off in earnest in January 2014. This will offer advertisers both premium transparent media buys, as well as more scalable blind purchases across UIM’s [...]
Tags Ad ExchangeAd ServerAd TradingAdvertiserAgencyAgency Trading DeskBehavioral TargetingBehavioural TargetingGerman Sales HouseGermanyMedia BuyingOnline MarketingPremiumPrivate ExchangeProgrammaticPublisherPublisher ExchangePublisher Trading DeskRTBYield Optimisation
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.
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 [...]
The Adtrader Conference is now in its third year. After two successful events in Hamburg in 2011 and 2012 we are taking the show for the first time to Berlin.
Technology is changing the digital advertising market in Germany, Europe’s largest display market. Buyers and sellers of digital advertising are moving towards automation, and are increasingly looking at programmatic strategies to buy and sell campaigns. This not only changes the processes [...]
While programmatic digital media buying has been established in the US for some time now, Western Europe and Japan made the headlines in 2012. With US exchanges and DSPs going global in parallel with the big ad groups, market development has been phenomenal. However, the challenges and opportunities that each of these markets presents are different. There is evidence to suggest that a lot of leap-frogging will also take place, where some of the markets outside [...]
The German market for digital advertising is currently being shaped by two main developments: the demand for automated media purchasing, as well as efficient campaign control via real-time bidding and targeting. Both are clearly impacting the price level. The prices in 2012 were on average 42% higher than the average price over the past three years. In addition to RTB and targeting, the persistent high demand for large-area special ad formats and video advertising influence this development. [...]
Ad Trader Conference is back on April 18. This year we will bringing the most senior ad execs in Germany to Berlin. Now in its third year, Ad Trader Conference is the most influential event for the German data-driven advertising market. This year the theme will focus on programmatic reserved/ guaranteed – and programmatic buying strategies for German brands.
The German market is not following trends in other European markets, and instead [...]
Stephan Noller is CEO & Founder of nugg.ad AG
At this year’s I-COM conference in Rome I had an interesting discussion with the media manager of a large FMCG company known for booking premium inventory via DSPs for a number of years. We talked about his specific goals, and he said that they had nothing to do with clicks and CTR, as his products are sold exclusively in supermarkets and not online.
Responding to my [...]
Programmatic advertising has brought a wealth of new innovation. It has completely re-invigorated the display market, enabled search marketers to easily extend skills and services into a new channel and created a RTB market that has grown from USD $0 to $2 billion in just the last three years.
The International Data Corporation (IDC) has been tracking this topic closely, and its Real-Time Bidding in the United States and Worldwide, 2011-2016, is well worth a read (you can find it on [...]
QUISMA, a GroupM company and a leading performance marketing specialist across Europe, launched in the UK earlier this year. It was a move designed to ensure GroupM kept pace with other competitors such as Publicis, who have Performics in the group acting as the performance marketing specialist.
At the time of the launch, confusion reigned around how an agency with proprietary technology would coexist in a larger agency entity. There was also a degree of uncertainty of how [...]