Closing the programmatic gap - The changing digital advertising ecosystem in Germany - Deloitte
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Closing the programmatic gap The changing digital advertising ecosystem in Germany
Closing the programmatic gap | The changing digital advertising ecosystem in Germany Closing the programmatic gap | The changing digital advertising ecosystem in Germany
Executive
Executive Summary 3
Programmatic in Germany on the rise? 4
Consolidation everywhere?
Summary
How to navigate the heterogeneous
ecosystem 7
The hunt for data, analytics and
real-time technology 10
Play to win – Leverage audiences and
scale (together?) 12 Players have to act rapidly to win in a fast-changing
Glossary 14 environment
The programmatic market in Germany analytics capabilities and real-time enabling
End notes 15 is expected to kick off and to grow to technology stacks. Those capabilities are
EUR 2.8 bn by 2019, offering a significant set to be acquired externally. Cooperation
market opportunity. New players enter across Media Houses and other players in
a dynamic market dominated up to now the ecosystem could be a lever against the
by hot shots like Google and Facebook. In two advertising heavyweights, but the win-
order to succeed, traditional Media Houses dow of opportunity is closing fast. Telcos
and Telcos have to seize the current and Media Houses have to act quickly to
opportunity to capitalize on the tremen- capture their value share in programmatic.
dous data assets via a combination of
02 03Closing the programmatic gap | The changing digital advertising ecosystem in Germany Closing the programmatic gap | The changing digital advertising ecosystem in Germany
Programmatic in
Germany on the rise?
Programmatic advertising is the current hype in advertising,
and a shift towards trading inventory programmatically has a
tremendous impact on the advertising market.
Looking abroad (but here in Germany too),
a strong tandem has crystalized. Digital
The German market is Fig. 1 – Programmatic maturity across markets
advertising is increasingly dominated by behind the US/UK markets Uncertainty Development Maturity
walled-garden players like Google and
Facebook, and these players are writing
by two to three years. Regions
a unique success story (for example, Looking over to the US the market is
Facebook’s advertising revenue grew significantly ahead in the development of APAC & LATAM Germany, France & Rest of Europe UK, USA
from USD 11.5 bn to USD 17 bn in 2015, the mobile advertising landscape. Mobile Typical duration
driven mainly by advertising via mobile digital advertising spending overtook online 1–2 years 2–3 years 2–3 years
devices). The reasons for their success are spending in 2015, reaching USD 32 bn
rather simple. Firstly, both players have a (online USD 28 bn) according to eMarketeri. Activity
vast set of customer data. Due to log-ins, Programmatic already dominates display The first phase of development in As the market matures programmatic In mature markets the mutual benefit of
the information they have about their advertising buying and with regard programmatics is characterised by a expands to more channels (esp. mobile programmatics is firmly established.
disorderly market with very low CPMs. and video). A greater variety of measure- Offerings across all channels are deve-
audiences and individual users is a real to mobile, the programmatic share is
Multinationals enter as one of the first ment tools becomes available and loped and programmatic is leading in
advantage. Secondly, they have developed already at almost 70 %ii. The top three players and companies with quantitative volumes of premium inventory traded non-customized content. Players can
of corresponding analytics capabilities walled gardens (Facebook, Google and offerings develop fast. Publishers hesita- programmatically grow significantly. execute campaigns across platforms
to turn this data into real insights and Twitter) have made up over 43 % of digital te primarily as they fear cannibalization Programmatic Direct may also act as and also carry out brand ad-
thirdly they have all this backed by a strong advertising spending in the USiii. of existing products. Private exchanges a temporary arrangement. vertising.
are just starting to develop and thus
technology base.
have low liquidity.
Facebook and Google Source: Deloitte analysis
capture half of the digital
advertising market
So the question is: will Facebook and
Google be the only winners or can
traditional Media Houses (and others) with
their various online and mobile activities
compete successfully in the German
market?
04 05Closing the programmatic gap | The changing digital advertising ecosystem in Germany Closing the programmatic gap | The changing digital advertising ecosystem in Germany
Abb. 4 – 2,5(10) -spaltig, Breite 154,417 mm
Abb. 4 – 2,5(10) -spaltig, Breite 154,417 mm •La Place Media is a JV of five of France’s biggest media players
••Audience
La Square
Place Media is is a cooperation
a JV between
of five of France’s eleven
biggest French
media media
players
houses (incl. Les Echos, M6 Group, Group Le Monde)
• Audience Square is a cooperation between eleven French media
Fig. 2 – Programmatic share of display advertising across houses
selected (incl. Les Echos, M6 Group, Group Le Monde)
markets
Consolidation
The situation is quite similar in the UK. Fig. 2 – Programmatic share of display advertising across selected markets
Digital mobile advertising spending is
expected to overtake online in 2016iv.
US (in %) UK (in %) DE (in %)
everywhere?
US (in %) UK (in %) DE (in %)
Compared to those impressive numbers,
70
both mobile and programmatic are still
64 70
behind in Germany (mobile accounting
64
for 31 % of digital advertising spending in
2015) but potentially catching up in 2017v. 49 49
Total programmatic share is at ~23 % but 45 49 49 How to navigate in the heterogeneous
we expect the programmatic share also to 45
ecosystem
catch up in the next three to four years.
23 Consolidation everywhere? The programmatic market
However, we see the German market at
23 is highly dynamic and many players (traditional Media
an inflection point now with significant
Houses and new entrants) see their chance by eng-
growth potential projected for the coming
aging in programmatic and securing their portion of
years. The German programmatic market
2015
Abb. 4 – 2,5(10) 2015Breite
2019 -spaltig, 2019154,417 2015
mm 2019 the above-described opportunity. However, as the
is expected to grow by 39 % p.a. by 2019, Abb. 4 – 2,5(10)
2015 2019 -spaltig,
2015Breite
2019154,4172015
mm 2019 market matures, players will have to reap economies of
to EUR 2.8 bn and thus catching up with • La Place Media is a JV of five of France’s biggest media players
Abb. 4 – 2,5(10) -spaltig, Breite 154,417 mm • Audience Square is a cooperation between eleven French scale to stay profitable and a consolidation process will
media
the US and UK markets, creating significant Source: Deloitte analysis
houses (incl. Les Echos, M6 Group, Group Le Monde) set in. Possessing unique data assets such as log-ins is
opportunities for all players the share of Fig. 3 –Deloitte
Source: Programmatic
analysis advertising market DE across selected regions
Fig. 2 – Programmatic share of display advertising across selected markets decisive in such an environment as it enables players
mobile could increase significantly, reading Fig. 3 – Programmatic advertising market across selected regions
to occupy niche markets in the ecosystem. The mere
~37-59 %vi.
US (in B€) UK (in B€) DE (in B€) accumulation of inventory on its own is not as critical
for building complete and universal data sets around
Programmatic in Germany is expected to USUS(in (in
%) B€)
29,4 UK (in %)UK (in B€)DE (in %) DE (in B€)
customers and audiences.
CAGR
kick off since Media Houses have overcome +33%
29,4 47%
their reluctance: CAGR
9,5 +33% 47% 70
Existing64collaborations
9,5 3,3 Abb. 4 – 2,5(10) -spaltig, Breite 154,417 mm
Emerging
Existing
69% collaborations
collaborations Fig. 4 – Programmatic value chain
•• Media Houses understand that 3,3 2,8 2,8 • La Place Media is a JV of five of France’s biggest media players
No identified
Emerging
69% collaborations
collaborations
programmatically traded inventory
CAGR 43% 2,8 2,8 • Audience Square is a cooperation between eleven French media
No identified 49
collaborations
+34% 49 41%
must not necessarily be cheaper than 45 53% CAGR 43%
CAGR
houses (incl. Les Echos, M6 Group, Group Le Monde)
+34%
+39%
63%
53% CAGR 41%
inventory sold directly 31% +39%
63% Fig. 2 – Programmatic share
Maturity of display
Media advertising
Agency across selected markets Marketer Media house
1,0 +/– 22%
•• (Supply-) technology has become mature, 31% 57% 0,8
1,0
77% 59% +/– 22%
57%
23 0,8
88% 37%
allowing not only for auction-based deals 59% Print Print
77% 23% 12%
37% Print
(as in early days) but also for private deals 88% US (in %) UK (in %) DE (in %) marketer publisher
2015 2019 2015 23% 2019 2015 12% 2019A 2019B
as well as other forms of transaction
2015 2019 2015 2019 2015 2019A 2019B 70
•• The industry has developed a commonly- Radio Radio
2015 Radio 64
Online2019 2015 2019 2015 2019 marketer station
used set of standards (OpenRTB
standards from IAB), making it easier to Mobile
Online
integrate with the ecosystem Mobile
Source: Deloitte analysis 49 49
Source: Deloitte analysis
TV
45 Advertiser Agencies TV station 1
Source: Deloitte analysis 2
Out of OoH
home 23 inventory
Digital
Digital 3 DSP Exchange SSP
inventory
Existing collaborations 2015 2019 2015 2019 2015 2019
Emerging collaborations 4
No identified collaborations
Source: Deloitte analysis 5
Source: Deloitte analysis
06 07Closing the programmatic gap | The changing digital advertising ecosystem in Germany Closing the programmatic gap | The changing digital advertising ecosystem in Germany
The ecosystem is 3 Agencies move downstream into Norwegian’s Telenor acquired Tapad, a
characterized by five AdTech models Verizon absorbs cross-device re-targeting provider, to Ströer’s shopping
key developments. Agencies on the other side of the table
former Internet “take a position within the rapidly growing
market for advertising technology, and
spree
move down the value chain by building icons secure important competence within digital
1 Media Houses consolidate inventory their own DSPs (trading desks). Recently, marketing and analytics”. Ströer acquired a number of
– size matters! they also moved towards data by acquiring players with considerable
With the acquisitions of AOL and
or setting up DMPs. Some examples Cable operator Comcast recently inventory assets on its way to
Yahoo, Verizon followed an
During the consolidation phase over the (to name but a few): GroupM, who announced it would acquire StickyAds. achieving 50% of its revenues in
aggressive expansionary
last three to four years we saw several launched Xaxis as a trading desk, acquired tv, a French video SSP, to integrate it into the digital sector. In November
approach to boost its digital
moves of Media Houses to acquire new exchangelab Meta-DSP and launched Comcast’s subsidiary Freewheel. 2015 the company purchased
advertising business. Both targets
inventory. Axel Springer for example Turbine DMP. Omnicom launched Accuen t-online.de and Interactive Media
failed to deliver on their promise
significantly increased its digital reach (DSP) and annalect (DMP). Vivaki acquired The most recognized big bangs however from Deutsche Telekom for about
as Internet hopefuls in the
via acquisitions. Key rationale was to RUN (DSP/DMP). have been Verizon’s acquisition of AOL EUR 300 mn and took over online
post-2000s, instead being
manage the transition from traditional and Yahoo in order to enter the digital marketer OMS in January 2016xiii.
overtaken by Google and
media towards digital. Ströer followed 4 Programmatic players consolidate advertising scene. Verizon’s vision is to At that time OMS had more than
Facebook. When Verizon
a similar path and by acquiring OMS or add cross-channel capabilities leverage the big data assets of mobile 28 million unique users, thus
announced the takeover of AOL
and Interactive Media brought together users (including name, address and often bringing together the largest
for USD 4.4 bn in May 2015,
the largest German online reach. The Players of the first programmatic hour, enough credit card data) via AOL’s and German online reachxiv.
analysts commented that the
T-online acquisition was beneficial for namely DSPs and SSPs, are starting to Yahoo’s inventory and based on their
main driver behind the deal was
Ströer especially with regard to acquiring struggle and consolidate horizontally. Some technology stack.
“not so much the content as
additional Inventory. Mediahouses have US players are already reconsidering their Thus data becomes the new ecosystem
having a platform for
thus significantly enhanced their inventory sales approach in Europe and streamlining What are currently the winning currency and therefore a variety of players
programmatic [advertising].”xi
base. They will have to navigate further operations in order to increase profitability. business models? have evolved with the aim of monetizing
Verizon’s recent acquisition of
challenges in programmatic, however, data by making it programmatically
Yahoo (July 2016, USD 4.8 bn)
as the winning business models in the Additionally, some DSPs saw acquisitions The entire value chain was historically accessible (e.g., DMPs, data market places).
occurred in much the same
ecosystem will be based on identifying and as a way to build the relevant capabilities inventory-focused. However, since media
spiritxii: not only did the company
communicating with specific, advertiser- and position for cross-device and multi- buyers are shifting to buying audiences and
thus obtain considerable tech and
requested audience segments. channel. Sizmek, for example, acquired users rather than bulk inventories, data is
reach assets but, more
StrikeAd to acquire mobile capabilities. becoming more important. Recent efforts
importantly, valuable customer
2 Media Houses expand upstream to streamline the programmatic workflow
data and new audiences.
into AdTech businesses Consolidation, especially on DSP side, will therefore shift to targeting precision.
Especially log-in and email data
further accelerate and assume that there
(particularly available in the case
The emergence of several players along is room for only three to five large global Due to this shift, players who only enable
of AOL) allow for effective
the programmatic value chain led to players in the field. Only real integrated the programmatic process technologically
targeting in digital/ programmatic
smaller profits on the media house side. In AdTech stacks are expected to survive. (e.g., DSPs/SSPs) will have to fight for their
advertising.
traditional media, Media Houses received value share. Data will be the key to creating
approximately 70 cents in the euro spent 5 New entrants enter the value and players who will be able to
on advertising. In programmatic days, their programmatic field sellers directly, while reducing the role of monetize data (either by providing access
profit decreased to 40 cents vii. intermediaries. Adobe has also announced to a unique data asset or by being the
As already mentioned, programmatic it will integrate advertising technology into nodal marketplace for data) will be the new
Media Houses want to recapture some advertising has become a playground for their Adobe Marketing Cloud. Other tech- heavyweights in the ecosystem.
of the lost value and move up the value various companies. Many players who were nology companies have already climbed
chain. RTL for example acquired video not originally active in the media area have the advertising Olympus. IBM IX is already And although almost everyone in the
SSP SpotXchange. Sky recently acquired entered the market. considered the largest online agency viii. market agrees that data might add a
a significant stake in DataXu, one of the benefit to the targeting process, so far no
large international DSPs to prepare for SAP, for example, has expanded its enter- Telecommunications players have also one is really able to measure the added
programmatic in TV. ProSiebenSat.1 aims prise software solutions towards a full-scale entered the stage. In Germany, Deutsche value. However, there are some data points
to develop an integrated AdTech stack and integrated end-to-end advertising stack Telekom partnered with several Media that underline the value that data adds to
invest in players in the ecosystem via their under the SAP XM (eXchange Media) brand. Houses to build emetriq, forming the strate- the bidding process. We assume that CPM
subsidiary Virtual Minds (together with The idea is to enable a new digital advertis- gic cooperation to build a shared marketing for data-enriched impressions increased by
United Internet). ing buying model that connects buyers and data pool. a factor 1.5 to non-enriched impressions.
08 09Closing the programmatic gap | The changing digital advertising ecosystem in Germany Closing the programmatic gap | The changing digital advertising ecosystem in Germany
The hunt for data,
analytics and real-time
technology
The consolidation patterns described follow a simple logic. Players
want to combine capabilities in order to create a picture of their
specific customer or audience that is as complete as possible.
The key capabilities that players are players have positioned themselves for capabilities. Increasing segmentation technology partners, using more Media Houses in particular are strategically
currently hunting for are data, analytics, the data game. Stand-alone DMPs, for capabilities (backed by the corresponding comprehensive, people-based targeting well-positioned to exploit the advantages
and real-time capabilities backed by broad example, have entered the scene and are data sets) will permit targeting the methods, and increasingly demanding of their existing portfolios. Telcos, too,
inventory reach. allowing advertisers to use their own first- advertiser’s focal audiences. As the next services across all devices and channels. can be expected to profit, thanks to their
party data. They also allow advertisers to evolutionary step, customer insights Fully integrated players who combine considerable mobile inventory.
Data as a prerequisite for the ingest and use third-party data purchased analytics will find their way into the the success factors across the full
complete view on the customer from external data providers and thus programmatic process since Media Houses programmatic spectrum (multi-channel and Data, analytic capabilities, real-time
more and more are developing towards are beginning to monetize their audiences. cross-device, performance measurement, integration and inventory are thus the
Data is the key to targeting success and data marketplaces. Agencies also have attribution services) will have a competitive four key elements for success in the
access to / control over valuable customer acquired or established their own DMPs Technical integration and advantage. Niche players will leave the programmatic ecosystem. Bundling these
data is a game-changing asset. More and even DSPs and SSPs are also trying to real-time market, either by being acquired or by capabilities will allow players to step
than 50 % of the respondents to an IAB differentiate by setting-up DMP offerings. being squeezed out. beyond generating data to create customer
survey answered that they had already However, only stand-alone DMPs have a Needless to say: programmatic advertising insights.
realized a “tangible competitive advantage clear (and inventory-agnostic) proposition. is a real-time game and the best data and Inventory as a lever for
through [their] use of data in marketing and analytics capabilities are useless if not increased reach
advertising”. Almost the same proportion Analytics capabilities (“Data +”) made usable/accessible for programmatic
of respondents mentioned that they were to generate customer insights with real-time APIs. An integrated tech In addition to the three innovative
satisfied with the value realized by first- will be the real value driver stack reduces the technological complexity capabilities described above, Media Houses
party data while third-party data is lagging for all potential partners. expand their inventory base since scale
behindx. Data is the basis for targeting success. And with regard to technology platforms, is becoming more and more important.
However, pure data injection also has to the days of niche players are numbered. Other business models in the ecosystem
Different business models have emerged prove the value it contributes. Central Advertisers are increasingly striving require a broad advertising reach across a
around a data proposition and different to success are the underlying analytics to reduce the number of advertising variety of channels.
10 11Closing the programmatic gap | The changing digital advertising ecosystem in Germany Existingdigital
Closing the programmatic gap | The changing collaborations
advertising ecosystem in Germany
Emerging collaborations
No identified collaborations
Fig. 5 – Publisher cooperations • La Place Media is a JV of some of France’s
biggest media players
• Audience Square is a cooperation between
eleven French media houses (incl. Les Echos,
M6 Group, Group Le Monde)
• AdAudience is a JV between G+J EMS,
Forward AdGroup, IP Deutschland, iq digital
Existing
media, Media Impact, OMS collaborations
and SevenOne
Abb. 4 – 2,5(10) -spaltig, Breite 154,417 mm Media. The partnership was expanded and
Emerging collaborations
the Intelligent Data Alliance was founded
• La Place Media is a JV of five of France’s biggest media players
with xplosion No identified
interactive. Deutschecollaborations
Telekom’s
• Audience Square is a cooperation between eleven newly founded
French mediasubsidiary emetriq aims to
houses (incl. Les Echos, M6 Group, Group Le Monde) market Germany’s largest pool of data
• La Place Media is a JV of some of
• Danish Publishers Network is a collaboration
Fig. 2 – Programmatic share of display advertising across selected markets biggest media players
platform between premium publishers
• Audience Square is a cooperation
• Pangaea is a digital advertising alliance
eleven French media houses (incl
of the Guardian, Financial Times, CNN
M6 Group, Group Le Monde)
International, Reuters and others
Play to win –
US (in %) UK (in %) DE (in %) • platform
• 1XL is a collaboration AdAudience is a JV30between G+J EM
between
local media groups Forward AdGroup, IP Deutschland
media, Media Impact, OMS and Se
70 • Cpex is a collaborationMedia.
platform
Thebetween
partnership was expan
six premium publishers the Intelligent Data Alliance was fo
64
Leverage audiences
• The 10 largest Finnishwith xplosion
publishers interactive. Deutsche
recently
founded a cooperation newly founded
to market theirsubsidiary emetriq
inventory together market Germany’s largest pool of d
49 49 • Danish Publishers Network is a co
• Aunia, a collaboration platform was
45 formed with a focus onplatform between premium publis
online video
advertising
and scale (together?)
Source: Deloitte analysis
• Pangaea is a digital advertising al
• The Premium Publisher’s Network
of the (PPN) Financial Times,
Guardian,
Fig. 5 – Publisher cooperations was launched in 2014 International,
and features the Reuters and others
23 inventory of 24MEDIA, DPG Digital Media,
• 1XL is a collaboration platform be
Olive Media and Adweb
local media groups
• Project Agora is a publisher coalition led
by ad-tech company• TailWind
Cpex isbringing
a collaboration platform b
together Greek and Romanian publishers
six premium publishers
In order to win against digital heavyweights like 2015 2019 2015 2019 2015 2019 • The 10 largest Finnish publishers
Existing collaborations
Google and Facebook, the German players will have to founded a cooperation to market
Emerging collaborations
inventory together
reconsider how to compete. Source: Deloitte analysis No identified collaborations
• Aunia, a collaboration platform w
formed with a focus on online vid
Source: Deloitte analysis advertising
• La Place Media is a JV of some of France’s
biggest •media
The Premium
players Publisher’s Network
• Audience was launched
Square in 2014 and
is a cooperation feature
between
inventory
eleven French media ofhouses
24MEDIA, DPG
(incl. LesDigital
Echo
M6 Group,OliveGroupMedia and Adweb
Le Monde)
• Project Agora is a publisher coaliti
• AdAudience byisad-tech
a JV between
companyG+JTailWind
EMS, brin
The current programmatic market situation customers. With the analytics capabilities important first mover advantages. Acquisi- such alliances have to create a combined that enable them to leverage their data Forward AdGroup,
together IP Deutschland,
Greek iq digital
and Romanian pu
allows solvent players to gain a foothold, gained, Media Houses can leverage for tions of existing programmatic players are pool of audience data to benefit from asset and develop a broad technological media, Media Impact, OMS and SevenOne
Existing collaborations Media. The partnership was expanded and
typically through M&A. It is essential for example DMPs to uncover audience seg- thus a viable alternative for solvent players. different partner audiences. Secondly, it footprint in the ecosystem.
Emerging collaborations the Intelligent Data Alliance was founded
all players to act rapidly, as the window of ments with significant market value. Also is essential that the
No identified analytic capabilities to
collaborations
with xplosion interactive. Deutsche Telekom’s
3 Cooperation as alternative to M&A - newly founded subsidiary emetriq aims to
opportunity is closing fast. The intelligent players with a data-driven understanding deduce audience segments and provide Thus in order to (re-)capture some value market Germany’s largest pool of data
use of existing customer data to identify of their customers are set to benefit. They Telcos in a key position audience insights be built up. Furthermore, in programmatic and address the large
• Danish Publishers Network is a collaboration
relevant audiences for certain campaigns can make audiences - potentially enriched the cooperation should build the required market opportunity, Telcos and media platform between premium publishers
will be a key task in order to survive in the with third-party data - accessible for adver- A prime example of the inorganic approach technology stack together, leverage a mutu- players should immediately start the M&A
• Pangaea is a digital advertising alliance
market. Media Houses must therefore tisers as a new sales opportunity. The care- described is Verizon. With the acquisition al data management platform to share and game and monitor the start-up scene to of the Guardian, Financial Times, CNN
overcome their reluctance and engage in ful analysis of marketers buying inventory of Yahoo and AOL, Verizon is set to become access the data pool to make it accessible identify the technology nuggets that add International, Reuters and others
• 1XL is a collaboration platform between 30
the programmatic game. on an audience basis through exchanges an important player in programmatic for advertisers. Lastly, it is critical that play- the required capabilities. Both Telcos and local media groups
and sell-side platforms (SSPs) helps media advertising. However, the circumstances ers and platforms cooperate with external Media Houses are very well positioned to
• Cpex is a collaboration platform between
1 Media Houses need to develop the Houses uncover new opportunities with a surrounding deals like this – a solvent, data providers to enrich their own data and play key role in the market – and they have six premium publishers
360° view on their customers programmatic strategy. dominant Telco and large Internet players deduce relevant segments. to start immediately, to take advantage of
• The 10 largest Finnish publishers recently
with substantial tech capabilities – are not the window of opportunity. founded a cooperation to market their
Media Houses have to realize the value of 2 To build or to buy? M&A as entry given in Germany. Thinking beyond publisher cooperation, inventory together
their customer data as their most valuable into programmatic Telcos could play a nodal role and could • Aunia, a collaboration platform was
asset by implementing the necessary cus- Scale is nevertheless an important factor become key players as they are very well formed with a focus on online video
Source: Deloitte analysis advertising
tomer analytics capabilities. Implementing Realizing the above-described capabilities and cooperation is an opportunity for Ger- positioned to drive the programmatic inte-
• The Premium Publisher’s Network (PPN)
for instance data management platforms through an organic build-up of the nec- man players, data providers, and platforms gration game. They own a tremendous data
was launched in 2014 and features the
or big data capabilities is an important essary department is a long and arduous to create a nodal German heavyweight asset and have a transactional relationship inventory of 24MEDIA, DPG Digital Media,
step in this direction. It enables them to task. Media Houses that plan on entering against the likes of Google and Facebook. with their customers. Telcos could seize Olive Media and Adweb
• Project Agora is a publisher coalition led
connect insights across all customer touch- programmatic will not have the time to A number of considerations are however the opportunity to enter the market by by ad-tech company TailWind bringing
points and to create the 360° view of their complete this process if they are to realize essential for effective cooperation. Firstly, identifying and acquiring the tech nuggets together Greek and Romanian publishers
12 13Closing the programmatic gap | The changing digital advertising ecosystem in Germany Closing the programmatic gap | The changing digital advertising ecosystem in Germany
Glossary End-Notes
Ad exchange Technology platform enabling automated trading of bid requests i
eMarketer: “Digital Ad Spending to Surpass vi
Deloitte calculations com/2015/05/12/verizon-to-buy-aol-for-44-
TV Next Year”. URL: http://www.emarketer. billion.html (accessed 01 September 2016)
CPM (cost per mille) Cost of 1000 impressions of a certain type com/Article/Digital-Ad-Spending-Surpass- IHS: “Tomorrow’s programmatic
vii
TV-Next-Year/1013671 (accessed 31 August landscape & how publishers can claim xii
Cnet: “Verizon to buy Yahoo for $4.83
Demand-side Technology platform allowing brands and agencies to automatically bid for and purchase inventory 2016) control”. URL: http://www.improvedigital. billion, merge it with AOL”. URL: http://www.
platform (DSP) com/main/wp-content/uploads/2014/06/ cnet.com/news/verizon-buying-yahoo-
eMarketer: “More Than Two-Thirds
ii
DanielKnapp-IHS-Cannes.pdf (accessed 05 likely-merging-it-with-aol/ (accessed 01
First-party data Information and data sets owned or derived by the advertiser (e.g., CRM data) or by publishers of US Digital Display Ad Spending Is September 2016) September 2016)
(e.g. audience data) Programmatic”. URL: http://www.emarketer.
com/Article/More-Than-Two-Thirds- Business Insider: “IBM quietly built the
viii
manager magazin: “Ströer kauft T-Online,
xiii
Programmatic buying/ The automated trading of impressions of-US-Digital-Display-Ad-Spending- world’s largest digital agency — here’s Telekom wird Großaktionär“. URL: http://
trading/selling Programmatic/1013789 (accessed 31 how it got there”. URL: http://www. www.manager-magazin.de/unternehmen/
August 2016) businessinsider.de/ibm-quietly-built-the- it/stroeer-kauft-t-online-a-1047997.html
Second-party data Data obtained from a partner who derived the data from its users (i.e. its first-party data). Includes, worlds-largest-digital-agency-heres-how-it- (accessed 01 September 2016)
for example, data pooling Signal: “Signal’s Prediction for Digital
iii
got-there-2016-3?r=US&IR=T (accessed 31
Marketing in 2016: Limitations of Walled August 2016) W&V: “Deal ist perfekt: Ströer übernimmt
xiv
Supply-side Technology platform enabling publishers to manage the sale of their inventory programmatically Gardens Will Force Advertisers and OMS“. URL: http://www.wuv.de/digital/
platform (SSP) Publishers to Make Tough Choices”. URL: Signal: “Signal’s Prediction for Digital
ix
deal_ist_perfekt_stroeer_uebernimmt_oms
http://www.signal.co/blog/prediction- Marketing in 2016: Advertisers Will Shift (accessed 01 September 2016)
Third-party data Data obtained from external data providers advertisers-data-co-ops/ (accessed 31 Focus from Workflow Efficiency to Targeting
August 2016) Precision”. URL: http://www.signal.co/blog/
prediction-targeted-marketing/ (accessed
iv
eMarketer: “Mobile Is Driving UK 31 August 2016)
Ad Spend Growth”. URL: http://www.
emarketer.com/Article/Mobile-Driving-UK- x
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Newspapers in Germany”. URL: http://www. 31 August 2016)
emarketer.com/Article/Digital-Ad-Spending-
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xi
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14 15Closing the programmatic gap | The changing digital advertising ecosystem in Germany
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christianewagner@deloitte.de
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Christiane Wager, Christoph Materzok,
Klaus Böhm, Alexander Mogg,
Johann-Maximilian Bohle
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