The Status of Programmatic Trading in EMEA Opportunities, Challenges & Key Insights by TailWind & AppNexus Speakers: Elias Gagas, Managing Director, TailWind EMEA Farshad Dabeshkhoy, Account Director EMEA, AppNexus

1. The Status of Programmatic Trading in EMEA
Opportunities, Challenges & Key Insights

2. &
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forward.
› Tailwind, a TDG company, is also the
preferred partner of Sizmek and Appnexus in
EMEA (CEE, SEE & MEA)
› Tailwind has offices in Budapest, Bucharest,
Athens, Sofia, Patras and Dubai, covering
over 30 countries

3. Research Overview
› Online structured survey conducted in April and May 2014
› Western Europe research by
› Central – South – Eastern Europe & Middle East research by
› Over 700 respondents from
› Marketers
› Media buying agencies
› Advertising agencies
› Publishers

4. Understanding
Advertisers / Agencies & Programmatic (MEA)
Usage
Performance or Brand? Challenges
18.18
81.82

5. MEA vs Western Europe – Advertisers / Agencies
Understanding
Usage

6. Publishers & Programmatic (MEA)
Understanding Usage
Inventory exposure Challenges
16.67
50.00
33.33

7. MEA vs Western Europe – Publishers
Understanding
Usage

8. Sellers
2014 Programmatic Budgets % (MEA)
Buyers
27.27
9.09
27.27
36.36
16.67
50.00
16.67
16.67

9. Facts
› commit substantial
budgets to programmatic
› crave for premium
content in programmatic
› Use programmatic for
performance AND brand
campaigns
› minor revenues coming
from programmatic
› want better control on
who buys their inventory
› Offer predominantly blind
and contextually
packaged inventory
SellersBuyers

10. Conclusions
› Programmatic is here
› Publishers need more information regarding
programmatic
› The stage is set for Premium Programmatic!
› 2014 is a preparatory year – 2015 will be full on!

11. There’s more…
› Visit www.tailwindemea.net to download the full
report!
› Get an in-depth view at how buyers & sellers view
programmatic & more…

12. Thank You!
Elias Gagas
Managing Director
eliasg@tailwindemea.net
Farshad Dabeshkoy
Account Director, EMEA
fdabeshkoy@appnexus.com