Over the past couple of years programmatic advertising has seen a steady, but slow rise on the German market. Starting off from the beginning of 2016 though, the market is experiencing a shift in the status quo, where we observe programmatic gaining momentum and becoming a hot topic on the agenda for many marketers and advertisers from Munich, through Cologne, Düsseldorf and Berlin. With eMarketer’s first ever forecast of the German programmatic market which predicts that “more than 54% of all digital display ad spending in Germany will be transacted programmatically” by 2017, it is no surprise that more and more industry leaders from various disciplines are eager to switch the perception behind programmatic – from uncharted territory to industry-shaping success factor. 

The dramatic growth of programmatic in 2016 has urged Germany to make a big leap into catching up with international markets, which is why today the German trade association BVDW (German chapter of IAB) released Code Of Conduct Programmatic Advertising.

adsquare is one of the first 40 companies to sign the Code of Conduct which in its core is a self-commitment of companies with the goal to push the programmatic advertising growth in Germany. Among the signatories are global and local companies, including Active Agent, Adform, AppNexus, AZ Direct, Improve Digital, Jaduda, madvertise, Mediamath, OpenX, Roq.ad, Smart AdServer and Yieldlab. Establishing an environment of transparency, security and quality of programmatic advertising are at the heart of the Code of Conduct.

Positioned as a neutral mobile data exchange, these values are the DNA of adsquare. As stated by our VP Marketing Daniel, who is also Vice Chair of the BVDW Mobile “The initiative is crucial in order to preempt the hesitations of the industry and to establish a sustainable economy that can compete on a global level.”

Exchangewire covered the release of the CoC in their latest article, stating that the “success of the document will not only depend on the compliance of the signatories and the scope and effectiveness of sanctions in case of infringements, but also on attracting more companies to comply with the self-regulation”.

The full Code of Conduct is publicly available on the BVDW website.