In Europe, a Test of Third Party Ad Management for Mobile

Three parties in Europe have joined forces to conduct a test in buy-side, third-party ad management. MediaCom London will use Eyeblaster’s dashboard to traffic ads purchase from Nokia’s Media network.

MediaCom, disappointed with the available solutions for mobile ad serving, worked with Eyeblaster to set up the campaign. “We’ve been working with Eyeblaster…since the beginning of the year,” Stefan Bardega, director of digital at MediaCom London, told ClickZ. “We’ve been pushing for a mobile buying solution.”

MediaCom and its client, T-Mobile, will manage ads on the Web and mobile through the Eyeblaster Ad Campaign Manager. Nokia, which is also an advertising client of MediaCom, is in this case the ad network. The media buy is for now restricted to Europe. In the future Eyeblaster and Nokia have the option to open the ad inventory to Nokia’s worldwide media network in the future.

“From our perspective it’s just an important milestone,” explained Tom Henriksson, head of Nokia Interactive Advertising. “On the buy side tool, mobile has not been integrated.”

Efforts in this direction include DoubleClick’s DART system, a sell-side side solution designed to help publishers divvy their inventory between multiple ad networks. Media buyers have largely continued to go directly to networks to buy inventory. Robert Victor, business product manager at DoubleClick-parent Google, said the solution “solves the market need for publishers to manage direct and indirect sales of ad inventory and properly manage yield.”

Some believe DoubleClick will have a buy side solution out in the market soon, but Victor declined to offer any timeline. “We currently do not have a similar buy-side solution [to the sell-side solution],” he said. “But we are working with our clients to determine what will best meet their needs. As with most emerging markets, the sell-side workflow is addressed initially to make the inventory easier to buy; then the buy side process is addressed.”

MediaCom expects other clients to follow. “We would envisage maybe next year anything up to 5 percent of digital spends on mobile,” said Bardega. “I think you’ve got a very interesting land grab opportunity at the moment… We are encouraging a lot of our clients at the moment [to take] advantage of increasing inventory and high response rates.”

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