This week has certainly been exciting. Yesterday I was at the Ad Trading Summit (ATS) in London delivering a keynote on storytelling and ad exchanges, and today a number of my colleagues are at dmexco (Digital Marketing Exposition & Conference) in Cologne to share the latest milestones in the European expansion of the Microsoft Advertising Exchange. Today we’re pleased to announce that our ad exchange is now live in Belgium, France, Germany, Italy and Spain, following launches in the US, UK, Canada and the Netherlands earlier this year.
In addition to being an important milestone for the Microsoft Advertising Exchange as it continues to gather momentum in Europe, these market launches also represent another significant stepping stone for the development of the real-time bidded (RTB) model globally. As our exchange becomes available to advertisers in these new markets, we expect this to continue to fuel the major investment made in RTB that the industry has experienced over the last eighteen months.
Since its launch, we have seen significant interest in, and uptake of, the Microsoft Advertising Exchange, with strong performance metrics and customer satisfaction. When we announced our initial European exchange launches in Cannes earlier this year, we also launched the Microsoft Advertising Exchange for Mobile and we’re seeing a high level of demand for the Windows Phone 7 in-app mobile ad inventory that’s available, as advertisers look to tap into real-time bidding to increase media buying efficiency and maximize ROI.
With more market launches expected in the coming months, it’s an important time for the Microsoft Advertising Exchange globally. Stay tuned to the Microsoft Advertising Blog for the latest news!
Dennis Buchheim, General Manager of Scale Display, Microsoft Advertising