CANNES, France — It’s commonly thought that the European market is generally adopting so-called “programmatic” ad automation and trading techniques later than the US. But it looks like the quality publishers there are buying in with greater gusto.
“Premium publishers in Europe, they seem to have got involved in this much earlier,” according to Marco Bertozzi, EMEA president of the Audience On Demand group within Publicis’ VivaKi digital unit. ”In the US, I’m seeing programmatic just seen as a DR (direct response) vehicle – it’s very performance-led.”
Bertozzi says 30% to 40% of buys in the UK are executed through private exchanges: “The key when it comes to open exchanges is that you’re being very selective about what you’re buying. If you start getting in to long tail blind inventory, you’re going to let yourself down.”
Bertozzi spoke with Beet.TV during Videology’s Future Of TV Advertising Summit, presented by Simulmedia and Videology, during the Cannes Lions International Festival of Creativity. Find more clips from the summit here.