This is the first post in our new column Euro Round-up. Please forward all Euro market stories and press releases to press@exchangewire.com.

Glow Machine Now Available In The AppNexus App Marketplace, Adding Facebook Ad Buying In The Ad Stack

If you were to believe the hype machine, Facebook is set to take over the ad world. Glow Digital Media, a European based ad tech vendor, is clearly responding to the market with its new Glow Machine® app for the AppNexus marketplace, announced this week. Glow Machine® integrates Facebook media buys into the AppNexus Console user interface. The new app gives advertisers the ability to access and control FB campaigns alongside display inventory. The goal is to make Facebook Ads more effective through advanced campaign management, automation and optimisation for AppNexus Console users. The app allows existing AppNexus users to buy across the Facebook channel. BannerConnect also launched its first app on the AppNexus marketplace, as the a la carte ad stack grows. The BannerConect app was built for Dutch-based Mark and Mini, who maintain 5 million Dutch online user profiles. It enables buyers in the AppNexus eco-system to enhance their campaigns with this data.

The DoubleClick Ad Exchange Delivers Revenue Uplift to EMEA Publishers

Google’s Ad Exchange, DoubleClick, released a whitepaper this week analysing their positive impact on publisher revenue in Europe. According to their internal report, 88% of display advertisers are planning to buy in real-time going forward. However, content remains critical and 74% of real-time bidding buyers will pay a premium for quality environments. In the survey, buyers also revealed that programmatic channels would see the biggest increase in investment over the next year.

For inventory that would have gone unsold, according to their study, the DoubleClick Ad Exchange demonstrated significant success in monetising unsold inventory. For inventory for which there was no other demand, it delivered a fill rate of greater than 90%.

One in every four times inventory goes on sale, the DoubleClick Ad Exchange claims to find the best price against all other competing sales channels, both direct and indirect. And in these cases where the Ad Exchange wins, it delivers a price that’s 73% higher than other channels would have delivered.

Weborama: 46% Organic Growth in Q4, As Announced In Their Annual Report

The Weborama grew its business significant in Q4, adding more profiles (200Mn in Europe), more advertisers (adserving, branding and performance) and more publisher partners.

The full year revenue was 22,430 K€, a 46% rise over 2010. This strong growth can be compared to a 14% growth of the French display market (source SRI-Cap Gemini).

French business has been very good, with strong growth on the targeted media side and on the technology side. Rich Media sales have peaked, performance business was strong, as was targeted branding. Adserved volumes have grown substantially: 35 of top 100 advertisers in France are running on Weborama’s Adperf.

Behavioural targeting and the progression of automated ad trading were noted two two major trends of 2011 – and it continues to develop in these growth areas.

During the last quarter, Weborama interfaced its technology with Google’s DSP: Invite Media. Weborama is planning similar partnerships so that other European players (advertisers, agencies and publishers) can easily access and buy Weborama data.

It continues to grow in other markets too – with the Netherlands and Southern Europe highlighted as key markets. In the UK, the acquisition by Weborama of a 50% stake in Hi-Media UK is expected to accelerate the development of operations in targeted media, technology (Rich Media) and data.