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 [...]
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.
Tags Ad ExchangeAd NetworkAd TradingAdvertiserBehavioral TargetingDigital MarketingGerman Sales HouseGermanyIndependent Trading DeskMarketerMarketing TechnologyMedia BuyingOnline MarketingPremiumPrivate ExchangeProgrammaticProgrammatic PremiumPublisherPublisher ExchangePublisher Trading DeskRTBSSP
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 [...]
Tags Ad TradingDisplayGerman Sales HouseGermanyMarketerMarketing TechnologyMedia BuyingOnline MarketingOnline videoPerformance MarketingPremiumProgrammaticProgrammatic PremiumProgrammatic VideoProspectingPublisherPublisher ExchangePublisher Trading DeskRetargetingRich MediaRTB
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 [...]
Tags Ad ExchangeAd NetworkAd TradingATSCEEDataDigital MarketingDisplayGerman Sales HouseGermanyIndependent Trading DeskMarketing TechnologyMedia BuyingOnline MarketingPremiumPrivate ExchangeProgrammaticProgrammatic GuaranteedProgrammatic PremiumPublisherPublisher ExchangePublisher Trading DeskRTBSSPTrading Desk
Microsoft’s German arm has announced a deal with nugg.ad that will see the IT giant use improved ad targeting technology on its suite of digital services, including Xbox 360, Skype and email service Outlook.com. The deal further suggest a rapid increase in the German programmatic market – a trend predicted by ExchangeWire sources earlier this year – and also comes as Microsoft Advertising attempts to keep pace with rival platforms, such as Facebook and Google.
Both companies maintain the newly-launched [...]
1. Publicis/Omnicom Merger Receives Green Light In Europe, So What Will This Mean For Accuen And Vivaki?
The merger is quite rightly billed as one of the biggest stories in the advertising industry, and this week the proposed ‘super agency’ took a significant step closer to fruition with the proposed $35bn dollar merger receiving the all clear from Read more
Tags Ad ExchangeAd NetworkAd ServerAd TradingAdvertiserAgencyAgency Trading DeskAudience BuyingBehavioral TargetingBehavioural TargetingConnected TVContextDataData Management PlatformData OptimisationData StrategyDemand Side NetworkDemand Side PlatformDigital MarketingExchange NewsGermanyMedia BuyingOnline MarketingOnline videoPlatformPremiumPrivate ExchangeProgrammaticRich MediaRTBStack
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 [...]