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 Partnets 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.”
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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