In collaboration with their major customers and input from ad networks and consultants, and driven by a popular demand, Improve Digital has produced Market Map of the European online display advertising sector in an attempt to clarify roles of the various industry players and the relationships between them. The creation of such document has been inspired by the success of the US version (put together by LUMA Partners LLC) and the acknowledgment that the European equivalent has not been developed yet.
Terence Kawaja, from LUMA Partners known as experts that produced the US Display Advertising Market said:
“Ecosystem maps are a great way to frame a discussion around how an industry is structured and where it is going. Improve Digital has done a great job mapping the European landscape.”
Eric Ward, director of digital media at GoetzPartners Corporate Finance quotes:
“It has been fascinating to see how rapidly the European online display advertising ecosystem has evolved over the past 12 months. The most important change we are seeing at present is the profound impact on the European landscape of automated media buying through RTB. While the ecosystem is very fragmented, we are starting to see the emergence of ad tech companies with the potential to become European and even global champions.”
“Während unser Zusammenarbeit mit Improve Digital sind die Ergebnisse konstant gestiegen, ohne dass sich der viel gefürchtete Kannibalisierungseffekt zwischen Premium- und automatisierten Budgets eingestellt hätte.”
Age Sluis, Manager Online, Royal Wegener
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