social business development

Digital Media Technology is our DNA!

sembassy has assisted Improve Digital to produce the ‘2010 market map’ of the European Digital Media Eco System in response to regular requests to clarify the roles of the various industry players and the relationships between them. (Click on the picture to enlarge) The move follows the success of the US version (put together by LUMA Partnets LLC) and the acknowledgment that there was no equivalent in Europe.

sembassy has significant expertise in this space, as sembassy had already worked for many years for Digital Envoy (aka Digital Element), one of the smartest companies and hidden champion in the Digital Media Eco System.

Background: Digital Envoy had invented IP targeting back in 1999. This cutting edge technology is a vital component for nearly any enhanced business model on the web.

/ In 2002 sembassy became Digital Envoy´s representative for Germany, Austria and Switzerland and Scandinavia and took care of the lead acquisition, presales and pitching process including sales closing and up-selling. sembassy has connected Digital Envoy´s technology to media and technology companies as well as ISPs, leveraging it to more than 30.000 websites.

Dave Keller – Digital Envoys CEO: “… sembassy is the perfect counterpart for the Germanic area – making it easier to understand the local demand and provide timely and constructive feedback to it´s US partner, 2003

When in 2006 advertising has become social and behavioral, Digital Envoy runs a stable direct and indirect distribution with local resellers.

Rob Friedman – Digital Envoys Founder and EVP: “… sembassy, has worked with us for several years. Axel is very hard working and results driven, and is always focused on providing top notch service to sembassy’s customers. He has proven to be a valuable resource for our company.” July 31, 2006

/ Since 2006 sembassy has worked for AdServing specialists like accipiter, Media Networks like Drive PM and YieldManagement leaders like atlas – rapt – Microsoft – ImproveDigital / PubMatic.

/ In 2008 the online media space has become increasingly driven by data and technology and 44 percent of the online display expenditure went through ad networks and exchanges / * onlinespend uk.  More data points, multiple logins and complexity of creative quality control, make life highly challenging for the publisher. Ad revenue optimization brings value to the Digital Media Eco system as it connects with the networks that are relevant for a certain publisher and it collects information on the price each network can pay for a certain placement on a website of a publisher at a certain time.

This technology creates one tag for each placement or group of placements, depending on the requirements of the publisher and books these into the publisher’s ad serving system, like a normal campaign, but with the lowest ad serving priority. The ad network optimiser then automatically receives all unsold impressions ensuring 100 percent monetization of the inventory. Publishers can also define a minimum eCPM level, under which they decide to run no ads at all or a house ad.

In summary, ad network optimizers create efficiencies for both publishers and networks, creating additional value in the online advertising eco-system. Working with multiple ad networks offers publishers maximum market buying power. For networks it connects them to more publishers in more markets than they would be able to achieve directly on their own.