Tag: RTB

AdMonsters European Publisher Forum Berlin 2013

Over the past few months I have had the privilege to put the programme together for a part of the industry that was new to me. A steep learning curve for someone working mainly on the demand side, I chaired the programme of the European Publisher Forum in Berlin. So what is the supply side like? Is it more traditional, slower to adopt and generally speaking behind the curve as most industry folk would suggest? I don’t think so. Publishers are increasingly innovating. Actually, their innovation is at a speed not seen in many areas of the industry. Yet they don’t necessary talk about it. The demand side, particular the agencies, brag about ‘how great they are’. Publishers don’t, however that doesn’t mean they aren’t. There is a lot going on behind closes doors that agencies could only dream about. Today’s challenges, mainly around monetization, RTB vs. direct, premium vs. long-tail, big data and omni screen multi channel – they all were addressed at this year’s forum. I attended and moderated Monday’s sessions with the exception of a few tracks in the afternoon. Unfortunately, I had to leave for another conference and didn’t stay for Tuesday. This is my own

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The Future Of The RTB Digital Industry (2/2)

Thanks for continuing to read my thoughts about the industry. Part 1/2 of the future of the RTB Digital Industry got a few hits. So what I was saying in part 1? The future is about tech companies that can deliver added value. Maybe a short synopsis for a lengthy article but the bottom line is that this is where the industry will be going. In the meantime ‘ad networks 3.0’ still have some added value, premium has value and the more complex the technology gets over the years, the more likely the agency can add additional value to the value chain again. Simple really. Wouldn’t you agree? We are going in circles. And I don’t want to be misunderstood, saying the agency doesn’t add value. However, what seems to change our world more and more is DATA. BIG DATA. A few ZetaBytes of it. What it really means is that we have a lot of data available and need to try to utilise this. And some publishers do, and some publishers don’t. And some agencies try 3rd party data and utilise their clients’ 1st party data, and some don’t. But who owns the data? The adserver, the publisher, the

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The Future Of The RTB Digital Industry (1/2)

Triggered by my recent redundancy I thought I put some thoughts together of what’s happening in our industry from my perspective. In my little part of the digital industry, in the world of programmatic decision making and big data. Whilst I keep myself busy uncovering the European publisher market and trying to understand the industry from a different point of view, I also take my blinkers off in order to look outside real time and programmatic buying from a demand perspective. Because when I started in real time, or “ad exchange optimisation” as we called it in 2010, the big players like Google or Appnexus weren’t even in the UK yet. Some SSPs (Supply Side Platforms) were working of ExcelSheets in India….those were the days. They call me a veteran of RTB. I think that is a compliment. Yet still, 3.5 years after launching a service provider that got sold to a technology, I still have my doubts which business models will be moving forward. Having said that, I do believe I am more than capable of identifying good business models, technologies and companies who I like to continue my career with. So watch this space. In the interim (Attention:

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Digital Leaders: @DataXu

I have tried before to explain what I am actually doing for a living. Real Time Decision Making, Programmatic Marketing, ad exchange optimisation, big data and analytics. Here is an interview with our global CEO Mike Baker. Not only do I think it is a great story, I also hope it explains what we at DataXu actually do!

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Mobile Marketing #mobs13 @exchangewire

Hello, This Monday I attended the Exchangewire Mobile Marketing Event. As always, thanks to Ciaran and Paul for organising this industry get together. I am still trying to get my head around the question whether mobile is a channel, a device or if people are right that tablets should be desktop devices (allegedly it is Apple’s fault that tablets are counted as mobile devices). Or is mobile just a second screen and we ignore everything else. Will banner ads work or is video the way forward to grab someone’s attention on the small screen? But it is also a private screen. And if you look to Asia, the importance of mobile takes another dimension. According to the industry there are a few things to consider. Paul Wright started off that we need to look, amongst other things, at: – cross platform tracking (ID across devices/finger printing) – consider the volume of data available – accept that we move away from keyboards – that the society moves towards hybrid interaction like screens in cars – local, social, mobile is still key and we keep forgetting that (or haven’t really understood it yet) Looking from an agency perspective there are of course

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#opsmarkets Admonster Event London February 2012

I wrote about the last London Admonster event before. So today I want to continue writing about the Admonsters February 2012 event in London which took place last week. Note, whilst I am working for mexad, a DataXu company, this opinion is my own. The event was set in East London and as always I got lost getting there. One of my feedback is to move the next event to W1 – Westend London. Bring it home 🙂 It started with Karim from nugg.ad speaking about predictive behavioural targeting. A great concept and idea of which I have seen little traction in the UK yet. However, I believe the data that is collected can be very valuable for both publishers and agencies alike, whilst an integration into DSPs and RTB platforms could potentially threaten other 3rd party data providers due to the high quality of the data. Next up was Martin Kelley from Infectious Media. Potentially a competitor to mexad, whilst they are more direct client focused, the presentation was great. Not only did Martin explain and picked on the inefficient media planning and buying cycle at agencies which only slowly started to shift with RTB, but he also rightly

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Sunday Column (153)

Another week. A week in which I did a lot of networking in the industry and discovered one non surprising thing: we are all really similar and down to earth. The industry is so small and everyone seems to know each other; and most of us work in London. It is fantastic, and a good hype about RTB, exchanges, video RTB and mobile this week. Fantastic. I couldn’t wish for anything else really. Maybe a bit more sleep and a few less beers. But in no other industry it seems that you go into a pub and meet the leading people of the industry chatting over beers whilst some media planners come up for a chat. Really loved it this week. On the private side of things we are making progress with the house buying/selling process. We went to Hassocks on Saturday and looked at a few properties: four and three bedrooms, newly build and older with character, or just “a house”. Some interesting viewings. We drove our new car down there, so that was all good. Really enjoy driving the people carrier. You don’t feel as “cool” as in an SUV and hence you seem to drive a bit

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Sunday Column (145)

Another week, this time full of Christmas parties, lies behind me. A good week. Good chats, good progress, good meetings. Overall this week wasn’t stressful but busy. Good busy. You saw my article about RTB and branding. I love RTB. Really do. I think video RTB will be the next big thing. I had lots of chats about that. But enough about work, it is weekend after all. Rohan has been sick this week. The vomiting bug finally caught us. I guess it was a matter of time as this bug has been going around for a while. Hence we had to cancel the trip we planned to Winter Wonderland in Hyde Park with some friends of ours. Then of course Colin got it at the weekend too. I am feeling queasy but hopefully will be spared. You remember the times when you didn’t have kids? It sounds terrible, as I wouldn’t want to miss them in the world. However, you remember when you could sleep in until 10 am each weekend day? When you went out for meals, drinks and parties? When you had a nap in the afternoon, went to the gym and just spend time with your

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