Adap.tv Partners with BannerConnect to Expand RTB for Online Video in Europe

Adap.tv, a company that provides a programmatic way to plan, buy, sell and measure television and video advertising, is partnering with European real time bidding company, BannerConnect. The move aims to expand the reach of RTB for video across Europe.

BannerConnect is a Netherlands-based automated ad trading company of display advertising in Europe. The new partnership with Adap.tv will allow BannerConnect to expand its offering to include video, while establishing an efficient process for buying and selling inventory.

As reported recently by ExchangeWire, figures from the bi-annual “Online Video Advertising Market” report undertaken by audience measurement company Collective reveal that 51% of UK video-on-demand (VOD) media buyers want to trial RTB for video.

BannerConnect will use Adap.tv's programmatic platform, which consists of real-time bidding, advanced targeting, a self-service interface and optimization technology, designed to help buyers find and understand the opportunities in each video impression. The deal will also allow BannerConnect to help its publisher partners to enter the video RTB ecosystem, which will increase the availability of quality pre-roll inventory available to buyers in Europe.

BannerConnect’s Head of UK and Ireland, Lisa Menaldo, explains: “In just a few years, globally, RTB has rapidly become one of most important ways to do business across online display, the efficiencies of which can now include video. Adap.tv’s platform gives us the ability to RTB-enable our publishers’ video inventory while providing a single, unified dashboard that provides us with key insight and predictability, and therefore visibility into pricing and performance even before a campaign starts. This automation allows us to better plan and manage the video campaigns we run, thereby enhancing the efficiency of our business, and increasing the number of buyers and sellers with whom we work.”

Adap.tv’s Managing Director for Europe, Brian Fitzpatrick, adds: “This new partnership signals a major move for the European video ad market towards more programmatic buying and selling. We are seeing the agencies and trading desks we work with gravitate towards more efficient and transparent methods of acquiring inventory, and this deal will enable BannerConnect to link their quality publishers directly to these buyers.”

Turn Opens Office in Paris

Cloud marketing platform Turn announced last week the opening of their new office in Paris, appointing Jean-Claude Muratore as Sales Director for France, Italy and Iberia.

Muratore will head up regional operations and look to better service local customers from Turn’s new Paris office and will be responsible for promoting Turn’s suite of product solutions including the Turn Media Platform and Turn Audience Platform targeting agencies and trading desks across France, Italy and Iberia.

Muratore comments: “Turn is an industry-leading cloud marketing platform in the US and I am looking forward to promoting their unique offerings in France, Italy and Iberia. Europe is rapidly catching up with the United States in providing data-driven solutions and I am excited by the prospect of educating the market and of fostering a strong local presence to better service our customers.”

Pierre Naggar, managing director EU at Turn said: “Jean-Claude brings with him a wealth of experience in the online technology industry and will without doubt be a great asset to Turn in further strengthening our European client portfolio. France, Italy and Iberia are highly important markets for Turn and with the appointment of Jean-Claude we have a highly skilled and experienced ambassador for Turn on the ground in a rapidly developing territory.”

StrikeAd announces Guide to Mobile Tracking and Privacy

StrikeAd, a London and New York based mobile DSP, today announced the availability of its white paper: “Mobile Privacy Demystified: Tracking and Privacy – myths, myth busting and solutions”. StrikeAd has produced the white paper to provide advertisers with an “all you need to know” guide to understanding how to track mobile downloads and target consumers effectively, while remaining compliant with the new legislation.

The white paper examines the different options available to advertisers to ensure consumer details are kept private, in response to recent EU privacy legislation. The white paper outlines how advertisers can do this without losing the ability to track downloads, and retain the ability to target consumers effectively whilst not compromising their personal data.

StrikeAd CEO, Alex Rahaman, comments: "We wrote this white paper, ahead of the regulations coming into force in just over two months, to help inform advertisers looking to tighten up their privacy in mobile campaigns, and particularly to provide practical applications to stay compliant. We hope this document will help our agency clients to understand the different regulations in place across Europe, and to ensure they are ready when the deadline comes around."

AdSafe Media Expands Partnerships into the UK and EU

Adding to its 30+ existing ad network relationships in the U.S., AdSafe announced last week its expanding partnerships in the UK and EU -- including 24/7 Real Media, Crimtan, Chango, A&NY Media, NextPerformance and Media IQ, among others. This latest round of client wins marks a strong start to the year for Safe Media, which saw growth for its products and services of 15x volume in the UK and 60x in the U.S. for its network businesses in 2011.

AdSafe Media, whose products work across both the buy and sell side of the digital advertising landscape, aims to continue growing its services in a region that is rich in new media and innovation.

AdSafe Media CEO, Scott Knoll, comments: “There is rising demand for our suite of brand protection, network monitoring and real time data products as online marketing continues to heat up and the international advertising community recognizes the value of these services.”

AdSafe offers UK and European-based customers brand safe-quality, mitigating risk associated with objectionable content as well as the ability to analyze content in Spanish, German, French and English.

Comments from some of AdSafe’s new partners:

“Advertisers are, quite rightly, extremely concerned about the risks their brands face when running ad campaigns. Brand safety has always been a priority for Crimtan, and we strive to exceed industry best practices. AdSafe’s technology allows us to go further in protecting advertisers. By running AdSafe on all our UK and Ireland campaigns, advertisers will know that we continue to be fully committed to ensuring we provide the best possible environment for their online campaigns.”
- Paul Goad, Managing Director of Crimtan

“As one of the top three ad networks in the UK, 24/7 Real Media’s number one priority is providing quality inventory that ensures brand safety to our advertisers. AdSafe’s focus on brand protection and analysis attracted us early on as one of their first clients. Their capabilities beautifully augment our own market leading efforts, enhancing the online experience for all of our clients. AdSafe is a valuable partner to 24/7 Real Media.”
- Nicolle Pangis, President, Europe for 24/7 Real Media

IAB Mobile Ad-Spend Report for the UK

Britons are becoming a generation of dual- and triple-screeners, which is boosting the mobile advertising and m-commerce economy.

iPads and other mobile devices, such as smartphones and tablets, have sparked a living room revolution as Britain becomes a nation of “chatterboxers” – social networking and surfing the internet while watching live TV.

The use of smartphones and tablets in this way, bolstered by the advent of mobile payment technologies, such as Square and PayPal Here, are clear indications that m-commerce will continue to thrive.

The ”IAB/PWC Mobile Adspend Study”, published on Tuesday, 20 March, reveals the economic impact of how consumer interaction with mobile devices is sparking investment by high street names. The report illustrates how advertisers are connecting with shoppers in more advanced and innovative ways.

Some highlights from the report:

- 58% of Britons access online content via apps or the mobile internet each month
- 38% of smartphone users use their smartphone in-store and more than half of these shoppers conduct internet searches in-store
- There has been a staggering increase in advertising spend on mobile devices, which has experienced triple digit growth year on year
- Smartphone users have the TV on 35% of the time when they are using their phone, 51% of the time when they are using their tablets and 33% of the time when they use their PC
- 25% of UK mobile phone owners have purchased a product or service via their device