Our Southern Europe General Manager Daan Onland had a two part interview with Ad Exchange. Ad Exchange is the French tips online page providing news in real time advertising, ad exchanges, RTB and media trading in France and abroad. Daan shares his deep insights into Video and the French market discussing plenty of points similar to access to writer’s online video inventories, no matter if video campaigns might be designed for a multiscreen logic, and what his feelings are in regards to the possibility to flee a video ad. Daan’s evaluation was that “publishers usually don’t feel the are looking to supply access to their video stock through exchanges as a result of they sell most in their inventory via classic, IO based buy.
This is especially the case for video inventory of well-known, depended on publishers brands that produce high quality video content material. For this certain variety of inventory class, demand by far outstrips supply. One can argue that when there’s more demand than supply, an public sale will actually result in a rise in yield as buyers will ought to bid higher to get access to that scarce stock. Therefore an auction could result in even yield higher sales for the publisher. As more and more budgets shift to platform based buying models, competitors increases which outcomes in much more upwards price force. As such, using exchanges could definitely prove to be better for expanding yield and sales.
Another important point to believe is the capabilities cost savings a publisher can obtain as a result from enabling access to inventory via exchanges and casting off the main exhausting steps within a standard sales cycle – and the added advantage of being in a position to free up sales elements for more ecocnomic activities. “ To read the complete two part interview visit .
