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 [...]
AppNexus Partners With Interactive Media To Power "Premium Publisher Platform", As German Sales Houses Close Ranks
Interactive Media, one the top two sales houses in Germany, has entered into a partnership with AppNexus, to power its new new “Premium Publisher Platform”. ExchangeWire understands that the deal will focus primarily around the ad serving of all of Interactive Media’s class 2 inventory in Germany, including all performance campaigns and automated buying relationships with trading desks and third party buyers.
This is the first [...]
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 [...]
KEYNOTE 1: Our first keynote speaker of the day was Neal Mohan, VP of Display Advertising Google, who gave us a presentation titled “Programmatic for the People”. – Programmatic buying moving from performance to also include brand. – You get what you measure. – Let’s get that brand spend away from TV!
PANEL 1: “How are data & technology affecting change in advertising?” This first panel was moderated by Erich Wasserman, Co-founder & GM, [...]
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With InteractiveMedia being a 100% subsidiary of Deutsche Telekom, the leading sales house in Germany is part of DT group. InteractiveMedia exclusively represents the media assets and platforms of DT to the market. In addition, IM has a substantial 3rd party business as well, representing premium media brands like Kicker, Cosmopolitan and Bunte. IM is positioned as leading digital premium house [...]