Last week Performics announced the launch of its ATD in France. Here Marco Bertozzi, Managing Director, EMEA at VivaKi Nerve Center, gives some overview on the announcement and how Performics' clients in France will benefit from the new buying strategy.

Can you give some details on the launch of the Performics trading desk in France?

MB: Vivaki Nerve Center has a consistent approach to Audience on Demand in every market. We adjust in terms of data partners and inventory but the approach is the same and we are excited that we are now live in France. Performics is a central performance team in France and will be a centre of excellence for Audience on Demand in that country. It is still a nascent market, although growing very rapidly. Its a sign of the team over there that they have created the proposition and have started to grow the client base aggressively.

Will we see significant budget being passed through the platform. What benefits will it have for Performic’s clients?

MB: Already we are excited by the number of clients who want to go live in the market and how many are getting involved in Audience on Demand. Assuming we continue to see the excellent results in France that we have seen elsewhere, I would expect a consistent increase in spend away from the network proposition to the exchange space. I would imagine this is ahead of the market place for the agency groups.

Can you give some details on the partnership with Weborama? How will the new trading desk use Weborama’s data to trade across dynamic supply?

MB: Weborama is a good example of Audience on Demand reacting to the local market needs. Although we have a consistent approach in terms of strategy and technology we acknowledge there will always be important partners in every country and Weborama is one of those in France. It was therefore vital that they were an integral part of getting AOD off the ground in that country and we are working on some exciting audience segments and custom solutions for our clients.

You are one of the first ATDs to market in France – but how evolved is the exchange eco-system there? Is there enough supply available in the market?

MB: I think people underestimate supply in some of the main countries. If you add up the inventry from Adex, Orange, Admeld and others there is a good volume to be able to supply our campaigns. This space is only going in one direction. Better to be in now and learning than follow the crowds. I think very quickly the supposed lack of audience will disappear and I hope the team at Performics will have a clear view of how to make the most of the new inventory as it comes online.

Are we likely to see more roll-outs across Europe? What country is next on the road map?

MB: Yes, yes, yes. Spain is already live and we are hopeful the Netherlands will be shortly after that. Of course Germany and Italy will help complete a Western European approach - but as fast as possible I would like to get a Nordics and CEE offering up and running. That comes with more technical and infrastructure issues but its already well underway. Its vital for our clients that we have an International offering in EMEA. The US is flying with China live and Australia being fully scoped, its exciting times for Audience on Demand.