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Germany Seizes Programmatic Opportunity

Programmatic advertising, once a perplexing new trend is now a given in the advertising and media industry, as is evident in Germany. A good example of this can be seen in the long list of contributors to the BVDW’s “Programmatic Kompass 2015/16”, which includes huge names like Facebook and Microsoft as well as esteemed ad-tech players such as pubmatic, DataXu, Yieldlab, Splicky and many more including adsquare – We contributed our expertise on mobile data. “Market forces are slowly pulling Germany inexorably towards a transparent, data-driven, digital advertising marketplace” says ExchangeWire’s Ciaran O’Kane.

bvdw2The BVDW (which is the German variation of the IAB) recently published its 118 page programmatic guide which features 20 expert articles and 14 best practices. Programmatic is climbing up on the list of priorities for big brands, as is noticeable in the vast amount of case studies from automotive and banking to energy from the likes of TUI, Swisscom, Comdirect and many more.

The guide provides valuable knowledge and advice on DSPs, ID-based targeting, the purpose and use of Data Management Platforms and a wide array of other industry know-how. Such a comprehensive booklet signals programmatic’s shift to mainstream. As mobile programmatic ad spend is on the cusp of surpassing desktop in the US*, Germany, once one of the slowest markets in the programmatic space is adapting fast. Earlier this year, AppNexus described Germany as a ‘premium market for programmatic’, as their research found a 54% increase in programmatic impressions over the platform last year, a number which is ever increasing. As PubMatic’s Eric Hall describes in the BVDW Programmatic Kompass ” programmatic advertising is the new normal in Germany”.

The full publication can be downloaded (in German) via the BVDW website for free here. For further updates on new papers, research and industry stats, watch this space.

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About Giulia Grazzini

Giulia is the Senior Marketing Manager of Adsquare. Originally from Italy, she landed in Berlin after many years in the City that Never Sleeps and in beautiful Sydney.

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