LONDON — A number of factors have given rise to the position of France as a leader in programmatic ad buying across digital video and linear television, explains Anne de Kerckhove, managing director for EMEA for Videology, in this interview with Beet.TV
She says that many big publishers and broadcasters in France have embraced programmatic as a means to set pricing “at the right value, at the right time.” Also, unlike the U.S., where most ad inventory is bought during the annual upfronts, in France, there is a marketplace that takes place every three months, making the the process more dynamic. She says that the concept of programmatic in France “has been accepted for a longtime.”
We spoke with the Paris-based executive in London last week.
She also speaks about the evolution of the upcoming Cannes Lions Festival. She sees the big theme this year around the merging of digital media buying and creativity.
We spoke with her as part of our series titled “The Road to Cannes,” a preview of the Festival and an overview on the state and future of digital media by a range of thought leaders. The series will be published over the next four weeks. The series is sponsored by Videology.