Euro Round-Up: 24/7 Media Releases RTB Solution; Ghostery Goes Mainstream In Europe; comScore Mobile Report; The Specific Video Pivot Continues Apace

Flexing Market Muscle: 24/7 Real Media Looks To Aggregate Dynamic Supply With New Real-Time Bidding (RTB) Offering

24/7 Real Media, WPP’s marketing technology company, announced this week the availability of real-time bidding (RTB) to UK publishers within its proprietary ad management technology, Open AdStream®.
24/7 Real Media’s new RTB proposition will allow publishers to put their inventory into one ecosystem that dynamically allocates revenue and delivers optimal yield. This capability allows publishers to filter and assign value to biddable inventory based on audience and context.
Nicolle Pangis, President, Europe at 24/7 Real Media, comments: “A controlled approach to RTB improves publishers’ ability to identify the actual worth of each segment of inventory on their site. Similarly, advertisers are guaranteed quality inventory from an auction environment that ensures their messages are targeted effectively and most likely to resonate with online users.”
24/7 Real Media’s Open AdStream provides access for real-time bidding within a single decision engine instead of multiple systems. According to 24/7 Media, the new solution will have faster page loading speeds, as well as a far simpler environment for publishers managing their inventory. Publishers will receive only one report for all inventory sold and 24/7 Media claims their costs will be reduced because fewer calls are made by the ad server.
Is WPP making its move to aggregate supply, and bring its immense demand into play in the UK display market?
Nicolle Pangis gives some insight: “This is the way forward for publishers and it provides a simple, intuitive and accountable means for advertising clients to bid on top-tier inventory. Not only will this technology power publishers working with 24/7 Real Media, but it will also serve clients of the Media Innovation Group (MIG) and GroupM’s Xaxis through a connection to WPP’s proprietary DSP technology.”
ePrivacy Directive Cookie Compliance Solution, Evidon Encompass, Launches in the UK and EU

Evidon recently announced the launch of a unique compliance and website hygiene solution, Evidon Encompass, powered by Ghostery. The solution gives businesses a comprehensive view of all of the cookies and other tracking activity across their domains, the disclosure of which is required by the ePrivacy Directive.
Encompass provides detail on the nature of each tracker, how it affects the site and how intrusive it is to consumers. It aims to overcome the limitations of typical cookie scanning technology to deliver comprehensive visibility by using two proprietary service components. The first is a detailed library of over 800 profiles of companies that collect and use data. The second is Evidon’s worldwide, 300,000-member Ghostery panel, which can see web pages and tracking code that scanners miss. This is important as much online tracking, while not utilising cookies, still has a significant impact on website performance and is required to be disclosed by the ePrivacy Directive.
Evidon Founder and CEO, Scott Meyer, is proud of his product. “Evidon Encompass creates an essential link between privacy, performance and security that companies are looking for. We’re able to combine our unmatched detection capabilities to enable companies to decide how intrusive each tracker is, and to decide which trackers are good for their business.”
comScore Releases Mobile Report

comScore presents the 2012 Mobile Future in Focus, its annual report* examining the mobile and connected device landscape, covering several mobile markets measured by comScore, through an exploration of key trends driving smartphone adoption growth, mobile media use in categories such as social networking and retail, mobile ecosystem dynamics, and shifts in multi-device digital media consumption in 2011. The report highlights insights primarily from mobile markets in the United States, France, Germany, Italy, Spain, United Kingdom, Japan, and Canada.
Download the white paper here: http://www.comscore.com/layout/set/popup/Request/Presentations/2012/2012_Mobile_Future_in_Focus_Download?req=slides&pre=2012+Mobile+Future+in+Focus
The Video Pivot Gains Momentum: Specific Media Releases White Paper on Online Video: “Kill Your Television” and Introduces VITAMIN

Cisco forecasts that inside two years video traffic will account for 90% of all internet traffic in the UK. Across the EU-7, some 226 million people watch an average of 20 hours of online video each.
The proliferation of high-quality audio visual content online has transformed the viewer experience – just as TV is not radio with pictures, online video is not TV on a smaller screen. Research conducted by Toluna on behalf of Specific Media amongst a group of over 2,000 consumers across the UK, Germany and France highlights the differences between online video and its older, more established sibling.
Over two thirds of respondents in the study said they consume online video actively compared to two thirds who view television passively. Video advertising spend in the UK is up 91% in the past 12 months and is forecast to continue growing. There is an increasing need to answer the many questions that exist about its position in the digital ecosystem and how marketers can best maximise their investment in the channel.
To help marketers and the industry at large answer some of these questions, Specific Media has built a new insight engine, called Specific Media VITAMIN – Video Testing and Measurement Insights. VITAMIN is a bespoke tool that measures any number of content and creative combinations amongst key consumer segments in a range of simulated online environments, measuring both advertising effectiveness metrics and format evaluation metrics.
Read full white paper here: http://www.specificmedia.co.uk/assets/whitepaper-video-advertising.pdf