42%<\/a> of programmatic advertising spend in the US next year.<\/p>\nI caught up with Nicolas Mignot, StickyADS.tv\u2019 Country Manager of France and Emerging Markets, to find out more about the product and discuss programmatic.<\/p>\n
\u201cWorking with big TV broadcasters and big media groups we realized that the way they see programmatic is very close to what they do in the traditional media side of their business and that\u2019s why we\u2019ve decided to create StickyDirect, which addresses programmatic direct based on the way TV broadcasters are working on linear TV. It\u2019s basically an additional business in programmatic as a whole, where the idea is to allow buyers to know what they will be able to buy in the next weeks, months and pre-book that inventory and finally work like they use to do in linear TV: pre-packaging their shows grid.<\/em><\/p>\nStickyDirect can be likened to a shopping mall where publishers showcase their promotions, and buyers can easily view what is available. It empowers publishers by giving them ownership of their video offerings, helping them to transform their traditional media kit into a programmatic one and to show its value to potential buyers in a more effective way.”<\/em><\/p>\nIn every discussion with a company dealing with programmatic, we are interested to benchmark France with the strong markets in this sector, namely US and the UK,to understand what should be the next steps for the Hexagon. Discussing with Nicolas Mignot, his take on this issue was different than most people we interviewed.<\/p>\n
\u201cAll markets are different. UK and US are big and dynamic markets. Programmatic started there and this gives the feeling that these markets are more advanced, but it\u2019s just a question of proportion. I wouldn\u2019t say continental Europe markets are late, but it\u2019s just that they approach programmatic differently. They are slightly more protective while UK and US are fast movers. European publishers are very keen to keep the control over their assets. They want to set up their own rules first and then start doing business, unlike English or American publishers who are in a \u201ctest and learn\u201d mode that helps them address a larger scale\u00a0quickly. Once European publishers have made up their mind on programmatic and the way to manage it, they adopt it and grow it very fast.<\/em><\/p>\nWe have seen that programmatic direct is already a trading habit in the US, but there is not such a thing as a publishers\u2019 software to help them manage it. StickyDirect will bridge the former gap, offering something new to all publishers whatever the market they operate in. Programmatic direct deserves a tool allowing more automatization on the sell side and easier access on the buy side. Advertisers know how to use data more and more, and how to get the right exposure for their brand. For agencies and trading desks, the flexibility offered by the programmatic direct is key to switching more budget to programmatic as a whole in the future.\u201d<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"StickyADS.tv, the leading programmatic private exchange software provider, has recently launched StickyDirect, a platform to allow publishers to promote their offering and media packages to buyers. The company developed this tool in response to the growing importance of programmatic direct, which will represent 42% of programmatic advertising spend in the US next year. I caught<\/p>\n","protected":false},"author":77,"featured_media":31751,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"subtitle":"","footnotes":""},"categories":[10564],"tags":[],"class_list":["post-31748","post","type-post","status-publish","format-standard","has-post-thumbnail","category-tech-2"],"acf":[],"_links":{"self":[{"href":"https:\/\/www.rudebaguette.com\/en\/wp-json\/wp\/v2\/posts\/31748","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.rudebaguette.com\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.rudebaguette.com\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.rudebaguette.com\/en\/wp-json\/wp\/v2\/users\/77"}],"replies":[{"embeddable":true,"href":"https:\/\/www.rudebaguette.com\/en\/wp-json\/wp\/v2\/comments?post=31748"}],"version-history":[{"count":0,"href":"https:\/\/www.rudebaguette.com\/en\/wp-json\/wp\/v2\/posts\/31748\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.rudebaguette.com\/en\/wp-json\/wp\/v2\/media\/31751"}],"wp:attachment":[{"href":"https:\/\/www.rudebaguette.com\/en\/wp-json\/wp\/v2\/media?parent=31748"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.rudebaguette.com\/en\/wp-json\/wp\/v2\/categories?post=31748"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.rudebaguette.com\/en\/wp-json\/wp\/v2\/tags?post=31748"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}
![\"StickyAds.tv](\"https:\/\/www.rudebaguette.com\/assets\/StickyAds.tv-11.jpg\")
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