French publishers joined our Paris breakfast in December 2018 to discuss challenges about data flow reconciliation during a panel with some of our French clients, including Prisma Media.
We interviewed Gael Demessant, Programmatic and Yield Director at Prisma Media, to understand more about how they reconcile advertising data flows and how they use the Adomik platform. Below you can find the video and the full interview.
For the occasion, Jean-François Bernard, CPO at Adomik, presented an analysis of the state of the French programmatic market that we wanted to share with you. Click below to download the full presentation.
Video
Gael Demessant, Programmatic and Yield Director at Prisma Media December 7th 2018, Paris, France
Interview
Adomik: Have you noticed a clear evolution towards EB and TAM solutions at Prisma Media?
GAEL DEMESSANT: “At Prisma, we have been using EBDA for a few months – Google’s server side solution. We have SSPs that are in EBDA and on Pre-bid for example. Although these two are put in place, we have noticed a significant share of income EBDA in server-side. Concerning TAM, we have also implemented their solution, but with fewer partners, two for now on server-side in TAM, and indeed we see that this could bring us an incremental if we set it up.”
Adomik: Regarding the reconciliation of data flows, what were the needs you identified?
GAEL DEMESSANT: “We needed a tool that instantly provided us with a notion of our RPM, in order to know that an editor can decide on which content to set up, be it a slide, video, or sections to target. Not for viewed pages, but in terms of making a significant turnover, and to have an ROI like advertising can do on the other hand.”
Adomik: How do you use the Adomik Platform?
GAEL DEMESSANT: “We use it in several ways:
- Commercial programmatic, via Marketwatch (currently called “SELL”) to have unified data with a strong granularity on buyers: this is important for us to make decisions, and also to challenge SSPs, to know with which SSPs the buyers buy on.
- For data reconciliation
- And Manage allows us to trace the data in our BI in order to have the most granularity as possible.
Several departments within our company use the Adomik platform.”
The Adomik Breakfasts
Adomik breakfast is a meeting place for publishers who want to understand more about their stack. At our breakfasts we dive into the challenges about monetization.
Adomik Breakfast Panel, December 7th 2018, Paris