In this weekly segment, ExchangeWire sums up the key industry updates on ad tech across Europe, and in this week’s edition: SpotXchange steps-up Euro operations; Advertisers united in calls for transparency; Microsoft finds consumers demand more privacy; Key appointments in UK digital industry.

SpotXchange steps up Euro operations

A little over a year after its part-purchase of video ad exchange SpotXchange, pan-European broadcaster RTL this week announced it has launched its Benelux operation in the Netherlands, plus the appointment of a new managing director for the DACH region.

Benelux gives advertisers access to the high-value video inventory from media owners such as RTL XL, and other sports, entertainment and lifestyle brands NBC, VI and Cosmopolitan.

This also involves the rebranding of the former RTL Netherlands video advertising platform Videostrip, with the Benelux platform also allowing advertisers to manage their video advertising inventory, including ad serving, programmatic infrastructure and advanced analytics.

In addition, SpotXchange has also announced the appointment of Stefan Beckmann as managing director for the DACH region, to help further drive the platform's growth in the German-speaking region of the continent.

Beckmann, a 14-year veteran of the industry with experience on both the buy- and sell-side, will recruit a team based at offices in both Hamburg and Munich, to drive adoption of SpotXchange’s supply side platform.

Mike Sheehan, SpotXchange, CEO, said: "He will bring regional knowledge and excellent programmatic advertising experience to the team, having launched the video advertising campaigns for brands such as Sony, Sky, Disney and Netflix as well as working with all the agencies at Spil Games, all priming him for success in DACH.”

Advertisers united in calls for transparency

Separate events hosted in London this week, saw advertisers stress the need for increased transparency when it comes to how their online advertising money is spent, with some claiming they will pay more for ad space, just as long as they can have the assurances they need.

The calls were made at both the ISBA annual conference, plus the IAB's RTA event, where levels of non-human traffic (NHT) on both premium publisher and long-tail websites were discussed.

Paul Goode, comScore, SVP marketing, industry partnerships, EMEA, used the ISBA event to present the latest comScore’s data on NHT in such environments, revealing that 89% of the UK’s top 100 web properties have low NHT. Although, 35% of these have sections with medium or high NHT, according to the statistics. Meanwhile, 64% of the top 100 comScore-ranked video websites have low NHT, while 29% of these have sections with medium or high NHT, according to the figures.

Speaking ahead of the ISBA event, Goode told ExchangeWire: "Last week we started a series of roundtables with companies from the buy-side, the ad tech companies, and publishers to brief them on this. And what we’re looking at is the percentage [statistics] of the top-100 publishers, and long-tail as well."

Elsewhere, Nestle's UK digital lead told delegates at the IAB event that the advertiser, which spends in excess of $3bn dollars per year on advertising space, had bought in to the concept of programmatic media buying, it just requires more assurances about performance.

Owen later went on to stress the importance of transparency when it came to media buying. He added: “I want to grow more market share [via media buying], but I can’t do that if my ad isn’t seen, at the end of the day, robots can’t buy Kit Kats.”

Microsoft finds consumers demand more privacy online

Consumers are demanding that brands use their personal information collected online to tailor services and help them get more done, as well as demanding greater control over how their data is used.

The research – taken from Microsoft Advertising’s bi-annual Digital Trends report – found that 56% of UK consumers are looking for technology to help filter the messages they see; while 78% want digital services to help manage information shared online. The report also uncovered clear insights for brands, online service providers and advertisers to help them to serve target audiences more effectively, without breaking their trust.

Three-quarters (75%) are aware that digital data can be used to exchange for rewards or better experiences so brands must talk in the language consumers understand. In addition, 42% are interested in these exchanges, showing that consumers are more open to sharing personal data – as long as they’re clear on where it is going and how it is used.

Stuart Flint, Microsoft Advertising, UK sales director at Microsoft Advertising, said: "Brands must keep pace, listening and reacting to consumers’ wants and needs. The breadth of Microsoft’s devices and services means that we have a unique understanding of consumer behaviour and this insight is central to how we deliver campaigns for clients. This research affirms our belief that making experiences seamless across multiple devices is what is required to drive the industry forwards.”

Microsoft Digital Trends 2015 is the result of a partnership with the Future Laboratory Research Now to investigate digital behaviour to better understand how brands can meet consumers’ expectations today and in the future. Each trend tells a compelling story of the changing consumer relationships toward devices, platforms, apps and brands, and together, helps advertisers to understand the new rules around consumer digital experiences.

Media iQ appoint ex-Starcom MediaVest CEO as chairman

UK-based Media iQ has announced the appointment of Stewart Easterbrook as chairman of its board of directors, having worked as a strategic advisor with the company since September 2014.

Easterbrook, formerly the CEO of Publicis Groupe media agency Starcom MediaVest, has over 20 years experience in the media sector, and will use the new role to help bolster the media analytics platform's footprint in Europe.

Lee Puri, Media iQ, co-founder, said: "Stewart’s strategic consultancy has already had a huge impact on the business and his appointment is the first of many developments we are making to further enhance our market leading offering and drive the business forward in 2015.”

Easterbrook added: "Having worked with Media iQ over the last year, I have seen an inspiring level of talent and a real understanding of how robust analytics and data can transform businesses. Media iQ has such a clear vision for its future and growth, so I’m excited to come on board at this pivotal moment in the business.”

xAd appoints ex-PosterScope lead as head of channel

Location-based targeting firm xAd has announced the appointment of James Davies, the former chief strategy officer of outdoor advertising firm PosterScope, as its first head of channel for the EMEA region, as it continues to bolster its European footprint.

xAd set up UK operations a little over a year ago with the appointment of ex-Apple iAd chief Theo Theodorou as its EMEA general manager, and the appointment of Davies comes the company has scaled its platform 800% in that time, according to the outfit.

Davies - who formally joins the company in April - brings 18 years of experience in integrating ‘out of home’ (OOH) advertising with the digital sector.

The appointment of Davies in EMEA will go further to build an understanding of the power of location as a strong indicator of consumer intent, among xAd's brand and agency customers in the region.

Theodorou added: "Over one million advertisers are seeing the value of connecting offline and online campaigns to deliver real world, measurable results including driving footfall and an uplift in revenues. James will be instrumental in taking these campaigns further to realise the full potential for every brand and agency using the xAd platform.”