DPG Media will serve the international programmatic market with a combined offering of Dutch, Belgian and Danish inventory.
That is a pool of potentially more than thirty million online media users. The publisher keeps the total amount of DPG Media titles to itself, but the Belgian group is among the largest in all three countries.
This gives international customers the opportunity to purchase programmatic advertisements for all three countries at once.
This new strategy enables DPG Media to work more closely with European and global media buying teams. With many media buying hubs operating from London, DPG Media has also opened an office in London. This puts the programmatic trading team in direct contact with media agencies that purchase internationally.
Stefan Havik, Chief Digital Officer at DPG Media, says in a press release: “Most purchasing parties are in London, Amsterdam, Copenhagen, Paris and Munich. We are responding to this centralization by increasing our focus on these hubs and our presence in London.”
In 2023, advertisers in Europe spent 97 billion euros on online advertising, 11 percent more than in 2022.
More than ten percent of that online spending went to programmatic advertising and half of that to display expressions. In the Netherlands, 71 percent of display advertising is programmatic, in Belgium 42 percent and in Denmark 57 percent.
Source: www.emerce.nl
