European TV Brand-Safety Advertising.

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Five months after four European broadcasters came together to form the European Broadcaster Exchange (EBX) as a way to compete with advertising on social media outlets, England's Channel Four joined the venture in November.

The EU consortium includes: Italy's Mediaset/Spain's Mediaset Espana, Germany's ProSiebenSati and France's TFi. Set to start operation this year, EBX is located in London, and managed by Chris Le May (pictured below), a former executive at DataXu, a Bostonbased company specializing in programmatic advertising.

"Programmatic" ad buying is the use of software to purchase digital advertising (or, inlayman's terms, using computers to buy ads). Programmatic advertising automates the decision-making process of media buying by targeting specific audiences and demographics.

Ad buyers can use programmatic buying to fan ads across the web in real time and evaluate what's working best-which geographies, dayparts, audience segments, content providers, etc., are having the most success--so they only pay for highly efficient ads.

Each of the four groups owns 25 percent of EBX and each will provide ad inventories from their VoD platforms, allowing it to be sold as one block to digital media buyers. This way EBX hopes to compete with similar programmatic services offered by Facebook and Google. In addition, and contrary to social media advertising, EBX offers "brand safety," so ads will not appear...

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