A Complete Guide to TCF v2.0 for Publishers

Since the introduction of the GDPR, all players in the digital advertising market had to make effective adjustments to their data storage protocols. For any individual publisher, vendor or advertiser establishing a framework for how these new data privacy initiatives would be carried out, that challenge was immense.

That’s where IAB Europe’s Transparency and Consent Framework (TCF) came in. It was constructed to give a standard for how publishers and ad vendors could continue to use online advertising while providing consumers more control over their data privacy.

In the time since the first implementation of the TCF, technology has advanced, best practices have been identified, and authorities in data protection have been active with increased scrutiny. Thus began the implementation of TCF 2.0, which is the second, more advanced iteration of the Transparency and Consent Framework.

iab Europe TCF logo

What does TCF v2.0 do?

First, TCF v2.0 continues the standard of helping users make more informed choices through transparency that was set forth by the first version, TCF v1.1.

The newer version builds on this by enabling users to grant and withhold their consent to data storage with more precise controls.

TCF 2.0 also makes things better for publishers by giving them the right to choose which data they share with vendors on a per-vendor basis. This opens up publishers for more collaborations with more control.

How is JustPremium working within TCF v2.0? 

JustPremium is dedicated to upholding and guiding publishers to work within these new guidelines. We are working as an active participant with Vendor ID# 62 and because of this, we urge all publishers to upgrade to TCF v2.0 soon. 

Our goal is to deliver better ads to everyone. We want to make sure every publisher we work with is set up for success and part of that is ensuring the full delivery of ads and revenues to the publishers who rely on them for their bottom line. This works best when publishers stay up to date with the latest framework recommendations and implement all necessary tools to ensure the continued success of their publications. 

What Do Publishers Need To Do? 

For Immediate Action

IAB Europe has announced that after September 30, 2020 TCF v.1.1 consent strings will no longer be valid. This could cause a disruption in the ad delivery supply chain and leave publishers who do not upgrade with lower revenues.

The implementation of the new TCF v2.0 is a great step forward in ensuring a safe and trusted environment for users. We look forward to it inspiring more consumer confidence in advertisers and publishers alike.

The JustPremium Team is always here to provide guidance on how our partners can make the most out this new framework. In the meantime, we encourage you to consult the additional resources below to help better understand the purpose and the process of how the TCF v2.0 will benefit all industry entities.

Resource Library with Essential Information

JustPremium Formats Will Remain Unaffected by New Chrome Regulations

By the end of August, Google will complete the process of blocking “heavy ads” on its Chrome browser. However, there is no cause for concern. JustPremium has built a solution that ensures 100% delivery of every ad impression bought and sold for all our buyer and publisher partners.

First and foremost, the strong majority of all our formats will never be considered a “heavy ad” by Google’s definition. Each of our formats is optimized with the fastest, leanest code and is aligned with Coalition for Better Ads standards.

What Does Google Consider A “Heavy Ad”?

There are a few parameters Google has established that make a “heavy ad.” An ad is considered heavy if the user has not interacted with it (for example, has not tapped or clicked it) and it meets any of the following criteria:

  • Uses CPU resources for more than 60 seconds in total
  • Uses CPU resources for more than 15 seconds in any 30 second window
  • Uses more than 4 megabytes of network bandwidth

Which Ad Types Could This Affect?

None of our live ads will ever be affected as they are run through extensive Quality Assurance checks beforehand.

On a very rare occasion, Google will flag desktop formats that support video when a threshold is reached, but JustPremium is prepared for this with the measures that follow.

How Are We Guaranteeing All Ads Are Delivered?

  • Ads uploaded to our Partner Platform are measured to ensure compliance with 4MB limit. Ads above the limit are flagged with a warning message and video autoplay is paused.
  • Our Technical Quality Assurance process has been realigned to detect bandwidth and CPU usage. If limits are reached, Quality Assurance will catch this and be able to see how Chrome will interact with the ad in a live environment.
  • Our team will be alerted when an ad gets flagged by Chrome before it goes live. Ads affected will be quickly optimized to ensure delivery.

If you have any more questions about the steps we have taken to mitigate the impact of these regulations, your JustPremium representative would be happy to talk with you about it.

We are employing our unique technical abilities to guarantee the success of all ad campaigns.

Beyond Facebook: Where the New Advertising Opportunities Are

Advertisers wondering where to advertise amidst Facebook boycotts have a ready-made solution in the power and persuasion of Rich Media.

Brands in no way want to be associated with hate and bigotry because it doesn’t align with their core values. That’s what makes advertisers look for ad environments that are completely brand safe and suitable. This is especially relevant because our recent survey of ad professionals, including employees from GroupM and Google, indicates 2020 will be defined by more corporate social responsibility and brand focus.

Many brands including Verizon, Coca-Cola, and Adidas are pressing pause on their social media campaigns as they evaluate whether Facebook’s policies of not censoring hate speech align with their brand values. What alternatives do brands have once they step away from social advertising? Luckily for advertisers, there are digital display alternatives to Facebook that promise better brand safety and better performance.

Verified and Triple-Checked Safe Environments

Due to the content on social media platforms being user-generated, it can be hard to moderate and guarantee brand safety. Brand messages could have easily been just a scroll away from a vulgar or negative post. According to a collaborative study from Magna, ads appearing near negative content result in a “2.8 times reduction in consumers’ intent to associate with these brands.” Even more alarming is the same research reports two-thirds of consumers believe brands intentionally place their ads next to content, which could mean negative effects if that content is unsafe.

Digital display advertising addresses this by making selectivity key within publisher networks. There are dedicated supply teams who vet every single online publication for offensive or unsafe content. Questionable content gets blocklisted by publishing managers to ensure brands never have their message appear next to something negative.

The sites within these premium networks have stature and are committed to high-quality content and brand-safe environments. This is because content on sites within the network is generated from trusted journalists and vetted bloggers who have stated and verifiable publication standards. Local journalism accounts for 35% of the JustPremium network and local journalists are perceived as more caring (36%), trustworthy (29%) and neutral or unbiased (23%) by consumers than larger news outlets, according to a study by The Knight Foundation.

Ultimately, the real Rich Media digital display advantage comes from the power and control it gives to advertisers. They can handpick where they want to advertise. So far, Facebook has refused to offer the same guarantees to advertisers, maintaining that they do not plan on changing their policies. This may put brands in a precarious position if they find that Facebook and other social media platforms are not receptive enough to their brand safety standards.

Unparalleled Performance

High impact creatives in brand-safe environments make Rich Media ads incredibly effective. Often brand success and sales boosts are directly attributable to a strong Rich Media campaign that provides a high return on investment for the advertiser.

The endless scroll of Facebook and other platforms makes it easy for users to scroll past ads in a matter of milliseconds. In fact, the average In-View Time of a mobile ad on Facebook is 1.7 seconds. Now, when analyzing next to Rich Media’s average In-View Time of 69 seconds, it’s clear which is more effective for brand imprint. But that’s not all. Rich Media also outstrips Facebook ads in CTR, boasting an average 1.1% compared to a meager 0.9% from Facebook.

Despite this, Facebook is still seen as a resource to brands for its net reach as well as its ability to use profile data for targeting. However, through a programmatic ad buying structure, Rich Media offers as much control and coverage as Facebook. For instance, JustPremium’s Rich Media Marketplace hosts over 15 billion impressions per month across the globe, including sovereignties Facebook can’t access, such as China. Rich Media campaigns can also support niche targeting options within their programmatic platform. Cutting-edge contextual targeting abilities can be accessed through partnerships such as with Peer39 that finds the right audience with laser focus and raises CTR by an average of 16%.

Rich Media is also more effective than other online ad formats, as it helps brands stand out from ad noise and clutter in crowded environments. A study by Lumen Research found that user’s dwell on Rich Media formats 28 times longer than standard display advertisements. Almost 40% of users are still viewing JustPremium Rich Media ads after 5 seconds, compared to less than 1% for standard desktop display.

Rich Media is a better option for advertisers looking to find a new home for their brand message as it provides verifiable brand safety guarantees. Until Facebook can take the responsibility advertisers are asking for, brands must carefully weigh whether the drawbacks of advertising there are worth the potential gains. As of the beginning of July 2020, Facebook has reached no such agreement with advertisers and remains obstinate about changing its policies. This position combined with a new focus on brand social responsibility may have brands rethinking their long-term plans when it comes to how they market themselves – and where they choose to do it.

Q&A with Daniel Young, Yield and Programmatic Director for DMS

The yield and programmatic expert for Digital Media Services of Choueiri Group weighs in on the problems and opportunities for publishers today.

The landscape of the publishing industry has not been immune to the effects of the Coronavirus on the economy. Depending on the vertical, publishers have seen both spikes and valleys in their readership. Beyond that, they have had to contend with fluctuating revenues and stretched cash flow over the past few months.

As a part of JustPremium’s white paper, “Digital Publishing Roadmap to Navigating the Challenges of 2020”, JustPremium interviewed various global publishers about how they are approaching these turbulent times. Each of the publishers we spoke with had diverse views and plans for how they were going to help lead their publications through the storm.

This interview is with Digital Media Services’ Yield and Programmatic Director, Daniel Young. Daniel spoke to us from Dubai, where he leads the yield and programmatic divisions of DMS, which is the digital branch of Choueiri Group. He helps optimize the inventory of over 40 sites in order to create better monetization opportunities.

What has surprised you most about the effects of the Coronavirus on the digital publishing industry?

Daniel Young: “There has not only been a reduction in the overall demand that comes from huge drops in advertising spend across particular industries, but also the considerably lower CPMs that remain. I think that was to be expected with the oversupply situation we find ourselves in, but what I didn’t expect was many people just throwing out all their quality buying strategies and mentalities that they spent so long to establish.”

What do you think is one of the larger risks on the horizon?

D.Y.: “In a nutshell, cashflow. There’s always going to be the risk of clients, particularly smaller ones, not being a position to pay their agencies or perhaps delaying or extending their payment terms when there is a severe effect on cashflow. If however the agencies aren’t getting paid then it may create some sort of chain reaction with delays in paying suppliers, employees, and other responsibilities. I already know of some agencies that have put the brakes on payments and we all understand that many people are on reduced salaries or worse. It could be a while before purchasing power returns to the masses.”

What are some of the best ways publishers can survive an economic downturn?

D.Y.: “If they haven’t already, I think they will need to pivot into ways that are more efficient and effective. They might take stock of where they’re actually seeing the benefits and focus more on those. Here is where a ‘nice to have’ offering needs to make way for an increased focus on the USPs a little more, i.e. what they’re really good at and what will generate revenues while also being sustainable. For us, this could actually be very beneficial because we not only own and operate some of our sites but are fully invested in delivering both turnkey and specialist monetisation solutions to those we exclusively represent. This means that they can focus their efforts on creating the best content and experiences for their users knowing that we are operating in their best interests from a revenue generation standpoint.”  

Do you sense that relationships will change between publishers and partners?

D.Y.: “I think some of those perceived walls that people might have up, you know agencies vs clients or clients vs publisher, might change for the better. It seems to be a little more of an attitude of where we are all struggling so how can I get what I want in a way that you can get what you want too? Looking towards more mutually beneficial outcomes. I think there’s a little more mutual understanding, which is a good thing. It used to be where there was more of a one-way or even antagonistic relationship and in some cases, people would be willing to burn bridges too easily. I’m happy to see that all players seem to be more accepting and willing to compromise.”

Based on what you’ve said, would you say survival for publishers now depends on how they build their relationships and pivot their position?

D.Y.: “I think from our standpoint it might help us focus even more on partners. It could be how we work with outside technology providers and adjusting our offering to suit, but it could relate to the agencies and clients where we concentrate efforts on those that help shift the needle. There may be very little value in the spending hours on briefs and proposals that are going to consume huge volumes of inventory for a very little upshot. You also need to have a balanced relationship with two-way communication and that isn’t going to always be strained because they’re unfairly holding you accountable to their unrealistic measures of success. Why bother with that? Build stronger relationships with partners that are more focused on healthy strategies to the short, mid, and longer-term. Perhaps those that may be more open to experimenting with new products or solutions, enabling you to use and build tools collectively that can make the most of the situation but also strengthen the relationship and create opportunities.”

In our next interview, we will sit down with a different type of publisher. Remo Chipatiso works for WeerOnline based in the Netherlands and provides unique insights on how a very localised and specialised publisher faces different struggles and has separate opportunities in the face of the Corona crisis.

Q&A with Erik Hulsbosch, CTO of JustPremium

The JustPremium Executive lends over a decade of industry experience to speak to publisher struggles during uncertain times.

Publishers should never have to face tough times alone. JustPremium’s latest white paper, “Digital Publishing Roadmap to Navigating the Challenges of 2020” featured voices from many different stakeholders in the digital publishing industry. We interviewed various publishers from all over the globe, but we also interviewed those in a position to help those publishers. 

JustPremium is in a position to help publishers work through the issues they are confronted with at this moment and come out stronger. The experts who work on the publishing side of our Ad-tech business are in a great position to offer advice on how to boost revenues and maintain steady cash flow despite the disruption caused by the Coronavirus. 

In this interview, we speak with JustPremium’s CTO, Erik HulsboschHulsbosch was one of the original group that founded JustPremium 8 years ago. Because of that, he has seen many large and small shifts within the digital publishing industry. Better yet, he has seen it all from a partner’s perspective, which gives him unique insight into how to approach problems from a holistic point of view. 

What are the biggest threats that publishers are facing right now?

Erik: “The biggest threat would be if one of the big agencies goes bankrupt. I think within every crisis, major or minor, there is that chance. The latest one was GDPR and we saw small movement then. You will see some movement now, and some publishers that just merge to reduce costs. This is going to happen. I do not expect major movements here unless they were already planned. There are publishers that are basically for sale already, or major holding groups that are selling their publishing business. Maybe that is the setup a little bit, or maybe we see a little bit more of it. But I do not expect some major changes.

How do you think publishers will respond to this downturn to stay in a strong position?

Erik:Some publishers will see an increase of direct relations with buyers or with direct advertisers. Some might think that that model won’t work for them and that they are going to fire the whole sales team and just do programmatic advertising. They may change only a few deals but that would be itThey’ll lower the cost and make money in a different way. There is no single way that they will survive. It really depends on the publisher, on the area. Maybe they already have way too many costs and now it is a perfect time for them to reduce it and refocus. 

What do you see the role of ad tech partners like JustPremium being when it comes to guiding publishers through stormy weather?

Erik:I do not believe that every single publisher is able to go to the advertiser or agency and build a relationship with them. Why? Because there are hundreds of thousands of publishers and there are only a few people on the agency. It is always good to keep close contact with the people in between, with the aggregator, with the network with the SSPs, with the whole ecosystem. Why? Because there are more publishers connected, and by that have immediate power to work with the advertisers. Ad-tech players are well-suited to be these mediators that bring them easy and powerful results.”  

How should partnerships be leveraged for publishers to stay on course?

Erik: “Work with your partners on solutions that can help you and your sales team or your whole business. Obviously, it is important to work with partners that generate a lot of revenue for you, but in the end, I think the most value for both partners: advertiser and user is when you can bring something unique.”

Are you optimistic or pessimistic about the future for digital publishers?

Erik:I have been in this industry for 12 years, so I’ve seen a lot. It seems like every year a new doomsday scenario is predicted for publishers. But every year goes by and publishers do just fine. There are tweaks here and there, but they continue to be a vital part of this ecosystem. In Q4 is where losses get turned into profits. The whole ecosystem is being monitored and insured by the power of the agencies. As long as the agencies continue to exist, there will not be a major shakeup. It is evolving, and it is not the same as 10 years ago. Do not get me wrong, the Coronavirus situation is different than the recession. But 10 years ago, they were saying the same thing about how publishers couldn’t maintain, but they did. I think through a combination of creativity and relying on partners, they will again.” 

Over the coming weeks, we will publish more extended interviews with publishers and other key players in the industry. Each of them brings their unique experience and insight into today’s issues and how they plan to face rocky roads ahead.

Can Creativity Combat the Coronavirus?

How Brands Are Using A Creativity-first Approach in Ads to Tackle the Crisis

At the beginning of this year, brand marketers got together and discussed their plans within their team about how they were going to tackle their own marketing in the year 2020. That was then. This is now. Now every plan that a brand had for advertising in 2020 has been changed by the impact of the Coronavirus. The cancellation and postponement of events such as the UEFA Championships, as well as the implementation of lockdown and extreme social distancing measures in many countries have advertisers scratching their heads about how to address this unprecedented situation.

As advertisers go back to the drawing board, it is important that they think fast and smart about how to communicate to people. Certainly, as people spend more time at home and on the internet, there are plenty of touchpoints for brands.

Creativity is a great antidote to this situation. As certain brands are currently proving, creativity in advertising is as much about gauging people’s appetite for your message and delivering it in an emotionally intelligent way as it is about anything else.

Here are a few of JustPremium’s favorite examples of how brands have successfully handled the recent developments. They are using creativity in their ads and have achieved results that may not be able to be directly visible now, but will definitely have a long-term positive effect on their branding and reputation amongst consumers.

An Uplifting Creative Pivot

Take Guinness for example. Their brand messaging and sales around St. Patrick’s Day are some of the most meaningful for their business every year. But when they were confronted with Coronavirus concerns canceling St. Patrick’s celebrations worldwide, they quickly realigned. They launched a creative that was uplifting, motivating, and reassuring to people. For those customers who crave a return to normalcy, this was an inspiring way to communicate exactly that. Check out their “We Will March Again” campaign that sets the right tone:

Even in the face of a major event cancellation such as the Olympics this summer, brands are jockeying to get their message of support to audiences. Visa launched the socially responsible “Do Your Part Like an Olympian” campaign, which features a series of videos with Olympic athletes promoting messages of safety and sanitation during these uncertain times. The creative stresses that not everyone can accomplish Olympian feats of strength and skill, but everyone can do their part to wash their hands and keep good social distancing.

Redefining Delivery Methods to Digital

Entertainment companies have been smart enough to shift their creative delivery strategies to support government mandates of home isolation. Universal media company announced they will make a select number of their new releases slated for cinemas available on streaming services such as “The Hunt” and “The Invisible Man.” Disney was not far behind as they announced they would push forward with releasing “Frozen 2” on Disney Plus earlier than planned. It showcases that one of the best places to reach your audience is in their home through using digital channels to solve customer pain points outright.

Redefining Delivery Methods to Digital

Entertainment companies have been smart enough to shift their creative delivery strategies to support government mandates of home isolation. Universal media company announced they will make a select number of their new releases slated for cinemas available on streaming services such as “The Hunt” and “The Invisible Man.” Disney was not far behind as they announced they would push forward with releasing “Frozen 2” on Disney Plus earlier than planned. It showcases that one of the best places to reach your audience is in their home through using digital channels to solve customer pain points outright.

Public Service for Concerned Citizens

Finally, governments are taking their important public health messaging to digital channels. They recognize that it is important to reach consumers where they are in their homes through whatever device they may be using. For example, one government health service in Europe responded very fast to the outbreak by launching a digital campaign with JustPremium that encourages citizens to practice proper hygiene and wash their hands for at least 20 seconds. The health department knew they needed to capture and keep user attention, so they asked to use the Desktop Skin that stay in view for a long time and prompt strong messaging recall. This is a fantastic example of moral leadership and responsible advertising during a societal upset. Brands can take note of this example and apply it to their own campaigns in order to establish responsible and moral brand values.

Public Service for Concerned Citizens

Finally, governments are taking their important public health messaging to digital channels. They recognize that it is important to reach consumers where they are in their homes through whatever device they may be using. For example, one government health service in Europe responded very fast to the outbreak by launching a digital campaign with JustPremium that encourages citizens to practice proper hygiene and wash their hands for at least 20 seconds. The health department knew they needed to capture and keep user attention, so they asked to use the Desktop Skin that stay in view for a long time and prompt strong messaging recall. This is a fantastic example of moral leadership and responsible advertising during a societal upset. Brands can take note of this example and apply it to their own campaigns in order to establish responsible and moral brand values.

Avoiding Messaging Minefields

Brands must think creatively so they are not seen as capitalizing on people’s fears and anxiety, as one recent Corona Beer ad illustrates where they used the phrase “Coming Ashore Soon” in reference to their beer product line. Many customers found this to be ignorant of the realities of the Coronavirus and slammed the company for this ad, which has since been pulled. KFC also recently dodged similar criticism as they pulled a set of ads that included visuals of people licking their hands while eating to go with their “Finger Lickin’ Good” slogan. Of course, hygiene is a very sensitive issue now and such a campaign would be offensive to public health.

JustPremium was founded on the principle that creativity is key in advertising success. But we know it’s bigger than that now. Through the right creative approach, you can share the burden of a difficult situation for your customers. This can be done by promoting an optimistic, uplifting message, offering much-needed advice, or educating about risks and opportunities. With creativity, you can help your audience directly and build trust for your brand.

The above campaigns are more than just examples, they are essential roadmaps in how to navigate your brand during a crisis. Not only can creativity help a brand stay afloat, it can position itself to be a household name people trust.

Q&A with Harmen Tjaarda, CRO at JustPremium

Harmen Tjaarda, co-founder and CRO of JustPremium discusses his decision to relocate from global HQ in Amsterdam to New York and looks back at his years as stock trader, to compare the Stock Exchange and the Advertising Marketplace.

In a few sentences – can you give us some background on how you took the decision to move to New York?

Harmen: It’s an easy decision to explain! 60% of all global digital advertising spend is invested in the US – and 70% of this is managed and booked in NYC. Within a square mile you can find all 6 major Agency Holding Groups which are managing this spend – it’s the advertising technology equivalent of being a kid in a candy store.

The US market has always, and will continue to be, our most important GEO in our global expansion. It therefore deserves total dedication and focus from one of the founders of JustPremium.

Over the last years I’ve been frequently traveling to NYC from our HQ in Amsterdam and so have been involved with our team there from the beginning – making it an easy decision when it came to deciding who was to relocate.

What will be your first steps after the move?

Harmen: I’m jumping on an already moving train, it will be just a matter of getting the train up to more speed. We have a great team out there already, in NYC and LA.

We already have a great team with a strong set up in NYC and LA, so it’s a little bit like boarding a moving train! My job will be pushing the train to go faster than it ever has before.

Short term this means growing the team in NYC, with us aiming to double the size of our Manhattan contingent within the next 3 to 6 months. Simultaneously we want to expand across the US, opening new offices in Washington, Atlanta and Boston.

What do you expect will be your biggest challenge? And opportunity?

Harmen: One of the biggest challenges will be finding the right resources in a short period of time – at JustPremium we have a historically sourced our employees ourselves and I intend to keep doing this states side. But this will mean a great deal of searching and extensive interview processes.

JustPremium is a ‘programmatic first’ business and this means we are looking for very specific profile. It must be an individual who is hungry to learn, has a deep understanding of programmatic and an equally deep knowledge of our industry, whilst being a creative thinker and a great relationship builder.

Luckily for us, NYC is definitely the place where we will be able to find the right people for this.

The biggest opportunity I see in the short future is the impressive and unique US Hispanic offering. We have been active in both the Spanish and Latin American markets for over 4 years, which gave us the opportunity to build relationship with most of the Spanish and Latin American publishers. The current US offering has not been focused on realising this great potential, which presents an irresistible opportunity for us at JustPremium.

Another opportunity comes through the fact that most of our current and potential technical and strategic partners are US based. Simply being on the same time-zone (and a few blocks away!) will help us improve and build these relationships further.

US vs. Europe – what do you expect will be most different?

Harmen: The biggest difference I have seen is the way of working. In the US business is very structured and process driven whereas the European way is more focused towards achieving the end goal.

Both ways have pros and cons so I’m looking forward to being able to combine best of both worlds in our US operations.

What do you plan to “bring” from the Netherlands to NYC and why?

Harmen: A more pragmatic way of working I hope. This circles back to the above point on the different working structures.
It is important to look ahead and to be able to pro-actively react, this is something which we ‘Dutchies’ value a lot.

Being Dutch also means that I might be a little more direct and forthright in my opinion than some of my American colleagues! But as the current team has been working with me for a while now they have been able to get used to this.

As well as this, I strongly believe that everything you do should be fun – you can never laugh enough during a day. Yes, there need to be time for serious work but there also need to be time for some laughter. It’s all about creating an atmosphere which empowers people to do their best work.

What is your long-term goal? What do you hope to achieve with this next big step?

Harmen: Ultimately the long-term goal is to become a US company with Dutch roots. We want to have our global headquarters in NYC, to become the global standard for rich media programmatically and be known as the company who brought creativity to digital.

You used to be stock trader in the past. What is the biggest lesson you took from the stock marketplace to the advertising marketplace?

Harmen: The biggest lesson is that all changes take more time than you expect. The introduction of the RTB protocol was expected to change the industry by storm in 2010. The reality is that in 8 years we have come a long way but it still hasn’t arrived yet.

This was the same for stock market, people are used to doing things in a certain way and although the new way has a lot of advantages, habit means they stick with the old way.

If you look at the potential possibilities, many are still relatively untapped. There is still so much to be changed and introduced. For instance, the current ad market is hardly leveraged, where leverage (derivatives) is the biggest part of the financial markets.

Here again it will take time for people to adapt but leverage will be part of the ad marketplace at some point.

I also learned that every part of the industry wants to have invented their own technology. While in 2010 the financial markets had already really advanced trading systems in place, at the same time ad tech companies started to invent the wheel all over again.

This was one of the biggest mistakes, or missed opportunities, in our industry. We could have progressed a lot more in the last 8 years if the industry looked at the available systems and took advantage of these.

How would you compare the two? What would you find in the common/difference that you think is most interesting?

Harmen: Comparing the two you realise there is so much in common. You can compare supply and demand almost one on one.

There is only one major difference concerning the product we are trading and that is the fact that there is no real ‘rest value’ in the ad marketplace.

If you buy a stock, 30 seconds later the value could be lower, the same or higher. In the ad marketplace there is almost certainly no value after 30 seconds.

This makes the trading slightly different but the principals still remain the same.

The current stage of the stock marketplace will be the end goal for the ad marketplace. Machines able to decide and execute in nano-seconds (instead of milliseconds = 1m time faster)

Which marketplace is more exciting & why? 

Harmen: The ad marketplace is the most exciting place to be right now. I can compare the time I entered the digital ad market in 2013 with the stage of the stock market in 1998. In the following years a lot of technical changes took place and the stock market became digital around 2003.

The same is true for the ad market. In the years before 2013 everything was IO driven, with the introduction of RTB the execution became digital as well.
Though the a system like the stock exchange market is the ultimate goal, the journey to this system is the most exciting path to walk.

Going from an inefficient marketplace, with human controlled/managed process, to building a new kind of efficient marketplace driven by machines/AI is a exhilarating path to be on and I’m thankful to be part of it.

Q&A with JustPremium’s Rob Garber: The Vital Issues Shaping Our Industry and Our Company

Rob Garber joined JustPremium two months ago as managing director for the UK. In his mere 60 days with the company, he’s witnessed tremendous change within both the industry and JustPremium itself. We sat down with him to get a look at the vital issues that are altering the landscape for marketers, as well as the key initiatives that are preparing JustPremium for the future.

JP: What are the most exciting changes in the industry right now that affect your work? And in general, how do you think the industry will change in the short and long term because of them

Rob Garber: For those of us inside JustPremium, as well as those viewing from the outside, we have seen a significant evolution in just a few months. Our team has grown rapidly, not just in the UK, but globally. We’ve launched new business units. And we’ve most recently gone through a full brand refresh. However, before we go into the changes internally, let’s talk about two large shifts that are going to affect us all in 2018:

The Coalition for Better Ads. On Feb. 15, 2018, the “Better Ads Experience” was rolled out on Google Chrome’s platform. At a high level, this will ensure all ads deemed intrusive be removed from our ecosystem for good. Publishers who are not adhering to the compliant ads will be penalized. Hurrah! This focus is something JustPremium is fully behind—to the extent that JustPremium was the first Rich Media provider to sign up to be part of the coalition.

GDPR. May 25th is a date on everyone’s calendar, whether you’re in the industry or not. I can tell you it’s an odd conversation when you’re discussing GDPR with your father, who is concerned about the data he holds for his fruit and vegetable wholesale company. But these are the conversations happening everywhere.

No data at scale – in a post-GDPR world, creative and environment will be the focus—and winner. It will ensure that creative is the guest of honor in the marketing mix, instead of the person you invite to the party at the 11th hour because you forgot to send the invite.

JP: What are the major projects you are working on? What do you aim to achieve with them?

Garber: Here’s a rundown of initiatives that we’ve been focused on at JustPremium UK:

Header Bidding. Header bidding has been a game changer for us in the UK. We are now able to offer a header bidding adaptors (via Pre-Bid, and a soon-to-be-announced key player in this space) to all of our publishers to ensure brands and agencies have the ability to tap into the full breadth of high-impact supply that is in the marketplace. This will help brands scale their campaigns effectively and publishers to ensure they are achieving as close to 100 percent fill rates as possible. No longer will scale in the high-impact space be a conversation to have. Header bidding removes this in its entirety.

Video. We’ve recently launched a new business unit called Rich Video. This is a suite of ad formats that allow brands to distribute video content at scale and—most importantly—in brand-safe environments.

JP: What piece of advice would you like to share with our clients?

Garber: Here are two stats to consider: First, we see 4,000-plus marketing messages a day. And second, 90 percent of our purchase decisions are driven by the emotional part of our brain, rather than the rationale part of our brain. With that in mind, I will leave you with two core messages:

  1. Always ensure that the format, or canvas, that you use to distribute your marketing message is impactful enough to break through the clutter (and is Coalition compliant).
  2. Always ensure that the creative you build to sit within this canvas is strong enough to create an emotional connection with your target audience, as our decisions to buy are emotional decisions.

If you operate by the above two principles, you will generate the ROI, be it tangible or intangible, that your brand is looking to achieve.


Q&A Session with JustPremium's Jörg Schneider

What are the main and most exciting changes in the industry right now that affect your work? What challenges and opportunities do you see in them?

The most exciting trend in the industry is the demand for high quality ad formats and creatives. While the industry has been focusing on trade and delivery automatization for the last 5 years, ad quality was almost forgotten. Nowadays, we see that the infrastructure is in place, and the usage of data and ad fraud defending are day-to-day work. Today, the brands themselves are asking for better ads and more creative ways to get the user engaged. In short, the digital advertising industry is talking marketing again. This is where JustPremium can stand out. This is what we can deliver, and that’s why we are in the right place at the right time to succeed.

In general, how do you think the industry will change in the short-term and in the long run?

In the short-term, data protection regulation (GDPR and later e-privacy) will shake the industry. It will be interesting to see how GDPR will unfold and what consequences it will have on the market in terms of the daily activities.

In the long run, all advertising, regardless of medium – for instance, linear TV, connected TV, Display, In-Stream Video, inApp, Digital Out of Home Advertising & Media, digital radio and even print – will be bought, planned and optimized in a holistic way through programmatic. Machine learning and artificial intelligence will have a growing influence on how and when an ad will be bought and delivered.

What are the major projects you are working on? What do you aim to achieve with them?

We will work towards closer partnerships with agencies. We are investing in resources to cater to the specific needs of each partner agency.  As we want to provide premium service, we will even facilitate their unique requirements for single advertisers. Meanwhile, we will also reach out more to brands in order to share inspiration. By showing them the unprecedented possibilities of our creative suite, we will drive them to be braver in their digital storytelling. In turn, this will help agencies pitch rich media solutions more successfully and bring more creativity to digital advertising.

On the supply front, we will be rolling out Header Bidding with each publisher in our network. This will pose some challenges, as the technical environment differs significantly from one publisher to another. Nevertheless, this is essential for the purpose of achieving a fully controlled supply chain and a working yield optimization on a higher reach overall.

What is the most exciting part of your work at JustPremium?

As I previously mentioned, we are in the right place at the right time. Advertisers look for what we are offering in order to drive better results. It’s exciting to go to market with a real USP. At the same time, it’s thrilling to see the company growing and increasing its market value. This is merely possible because of the talented and highly dedicated people we have in both Germany and abroad. It’s just great to engage with them and their potential!

What piece of advice would you like to share with our clients?

To break through the advertising clutter, advertisers need more original and engaging creatives to drive results. Many clients have great creatives in place for TV commercials or print, but don’t put enough importance on innovation in digital advertising. They need to rethink their KPI’s towards ads that work in the direction of their objectives, instead of being fully focused on pure price driven benchmarking. Sounds like a no-brainer but it’s definitely not the case in many places.

If you’re an advertiser that wants to reach out, don’t hesitate to leave a comment or directly send an email to info@justpremium.com 

JustPremium Recruits 10 New Members for its German and UK Team following scale back by Undertone

London, March 2018: Programmatic rich media and video ad marketplace, JustPremium, has today announced that it has recruited two new teams. The new recruits follow the closure of digital marketing company Undertone’s office in Germany, and the scale back in the UK market. The announcement will also see the opening of the second JustPremium office in Hamburg, Germany as an additional to the existing operation in Dusseldorf, allowing it to efficiently service this large market.

The expertise of the new recruits will complement JustPremium’s existing offering and will allow it to further cement its position in Europe, and establish itself as a leader in digital creativity and programmatic rich media. The team included five new recruits in Germany who has taken the role of UK Managing Director and Germany Country Manager Joerg Schneider.

The new recruits take the JustPremium team to over 110 employees globally and position itself as the go-to company in Europe for brand-safe rich media and video advertising solutions for both brand advertisers and premium publishers.

Eric Visser, Founder and CEO at JustPremium commented: “We’re delighted to have a hugely talented group of people join our team, reflecting the momentum of Justpremium’s growth globally. JustPremium is a scale up, but historically we have been one of the few players in rich media, and this move positions us as the undisputed leader in this sector. We’re on a mission to prove that the legacy ad tech giant can be challenged by both startups and scaleups with the right balance of innovation and creativity.

I believe that in the long term we will start to see less fragmentation in the industry which will produce stronger companies that are able to benefit both advertisers and publishers”

About JustPremium

JustPremium is the world’s first programmatic Rich Media Ad Marketplace, offering a comprehensive managed service from creating to delivering brand experiences. The service allows brands and agencies to access premium inventory, available on the web and on mobile, through programmatic buy.

Publishers work with JustPremium to create additional advertising inventory and monetise it through its marketplace. JustPremium’s rich media and video advertising solutions encompass a series of rich media ad units surrounding media content.

As a member of the Coalition for Better Ads, JustPremium is committed to helping shape best practice online advertising standards. Recently, the company was nominated for the Deloitte Fast50, which recognises the 50 fastest growing technology companies based in the Netherlands.