Improve Digital and MediaMath release ‘The Battle of the Machines – The real-time advertising era’ to help educate the market-place on the evolution and progress of automated media trading in digital advertising.
The Battle of the Machines – The Real-Time Advertising Era
In a fast moving industry full of three letter acronyms for trends that appear as quickly as they disappear, Improve Digital and MediaMath have collaborated on an animated short film that will help you to navigate your way through the world of online advertising today. Opening with a brief history on the buying and selling of advertising, ‘The Battle of the Machines – The real-time advertising era’ highlights the undeniable growth in the industry, reminding us of why it’s so important to be well placed to maximise the opportunities this growth presents. It then outlines what automated trading looks like in a practical sense, and talks about what’s in it for both the buyers and sellers of online advertising. Concluding that it’s not all about an evitable shift from person to computer – far from it – the film provides the industry with a narrative that tells the story of the evolution of automated trading so far, encouraging everyone involved to play a part in how it will unfold from here.
‘MediaMath and Improve Digital are well placed to tell this story, and we really enjoyed collaborating on something that we felt was informative and useful, but also something that will hopefully inspire the industry to make the most of the opportunities presented by automation and real-time advertising. I also hope it clarifies what I think is an important message for publishers – they need to make sure they are in the driving seat, controlling their destiny, and making use of all the possibilities that automated trading can bring both in the short and long term. ‘
- Janneke Niessen, Improve Digital
‘Bringing together the perspectives of both the supply and demand side in this story has meant that MediaMath and Improve Digital are able to advocate a powerful message – yes the future of the ecosystem is about technological advancements, but just as important will be specialist skilled people and the right type of environment within which the industry can grow and evolve. Will the ecosystem rise to the challenge? I think so.’
- Greg Williams, MediaMath
Janneke Niessen, Co-founder and CIO at Improve Digital will speak on the panel at the IAB Automated Trading Summit NL 2012, 9th of May 2012.
The event will take place at the Westergasfabriek in Amsterdam, including speakers from companies like Deloitte, Appnexus, Exchangewire, Bannerconnect, T-Mobile, Turn, Sanoma, Omnicom, Clickdistrict and Spilgames.
The Red Herring editorial team selected the 2012 Top 100 Europe. This exceptional group of companies are among the most innovative, unique and promising companies selected from a pool of hundreds from across Europe. The Top 100 were evaluated on both quantitative and qualitative criteria, such as financial performance, technology innovation, quality of management, IP creation, CAGR, execution of strategy, and disruption in their respective industries.
http://www.redherring.com/red-herring-europe/europe-2012-top-100/
Amsterdam, 19 April 2012 – Sanoma Media launches an advanced extension to the existing IMX Ad Exchange environment. The new Automated Trading Platform is called ADAPT and offers new purchasing options over and above the current CPC option (known as IMX): CPM and Retargeting. As such, Sanoma Media is a European forerunner and teamed up with Ad Technology Provider Improve Digital, who provided the underlying platform technology.
Another addition to the Automated Trading environment will follow shortly, with the launch of the ADAPT Audience, ADAPT Discovery and ADAPT mobile products.
Automated Trading
The online advertising market has changed dramatically in recent years. Today 36% of display advertising purchasing is automated due to the increased demand for efficiency. In 2007 Sanoma Media already launched the first version of an Ad Exchange: IMX. Now, five years on and with far more experience, it is time for a new state-of-the-art version of this automated trading environment with various calculators within an even larger quality network such as the SBS network, KPN Vandaag, Scholieren.com and the MTV network.
Sanoma Media’s Automated Trading Platform is exceptional at a national and even European level. Media agencies with the right technology can purchase via ADAPT, but parties without the right technology or expertise at their disposal will also be given in-depth advice by Sanoma Media about automated trading. Given our different product formats, there is an appropriate automated trading solution for each and every advertiser.
Rachel Gómez y Maseland, sales director, says, “ADAPT is the right solution for advertisers and agencies seeking assurance of a high-quality network for their campaign, yet who still wish to purchase via auction. We have found that it’s exactly the combination of premium advertisements, such as rich media or branded content, and performance-driven campaigns purchased via ADAPT that yield optimum results”.
Sanoma Media, a leading pan-European publisher, announced it is rolling out an automated trading platform. Here Yield & Advertising Manager, Martijn Eindhoven, discusses the proposition in more detail, how it will help its third party publisher partners, and why it has added a service layer for those buyers without the resource or know-how to execute automated buys.
Joelle Frijters, Co-founder and CEO at Improve Digital will speak on the panel at the Ad Trader Conference in Hamburg, 19th of April 2012.
The full-day event focused on the growth of automated media buying and how it is effecting the online display marketplace in Germany and globally.
Improve Digital is Partner and Gold Sponsor of the Ad Trader Conference.
Find out more about the event at: Ad Trader Conference
Improve Digital is being selected as one of this year’s Red Herring 100 Europe finalists, after the comittee screened hundreds of companies for the award.
The complete list can be found at: http://www.redherring.com/red-herring-europe/2012-red-herring-europe-finalists/
Looking back to a great event in Hamburg we would like to share with you some impressions and interviews with key players within the new ecosystem!
We interviewed key influencers like Arnd Groth, Chairman of BVDW, Stephan Noller, CEO nugg.ad & Chairman Policy Committee IAB, Scott Meyer, Founder & CEO of Evidon, Erich Wasserman, Co-Founder & Managing Director EMEA at Mediamath, Lothar Prison, Chief Digital Officer at VivaKi, Ronald Paul, CEO of Quisma, Nerrisa MacDonald, Director of Trading EMEA, Mediamind, Sacha Berlik, CEO of mexad. and Ciaran O´Kane, Founder of Exchangewire.
The yearly Award was given during a cermony at the Westergasfabriek in Amsterdam, over 3.200 attented this first Live-Digital Marketing ! Event.
Joelle Frijters is invited to participate as a panel speaker at the 3dcon in Hamburg, 30th of March to talk about Improve Digitals approach to the German Market, the relevance of RTB and how the 360 Private Ad Exchange helps media owners and sales houses to take advantage of the ecosystem change.
See all speakers and the event here »
Our work with Improve Digital has been key to our growth. By enabling automated trading Improve has opened up the premium publishers in Europe to new players in the field like YD. In the new automated online eco system, networks and trading desks are able to compete for inventory on even par. YD has high standards in terms of real-time demand, flexibility in volumes and pricing. The Improve Digital team has proven to meet all of our demands on a strategic level as well as in day to day business.
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