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Björn Brouwer, MD Netherlands Adnetik, Discusses The Dutch Offering, The Evolving Local Data-Driven Display Market, And The Possible Implications Of The Opt-In Cookie Directive - ExchangeWire.com

Björn Brouwer, Managing Director of Adnetik Netherlands, discusses the Dutch offering, the evolving data-driven display market, and the potential implications of the opt-in cookie directive. Adnetik opened its Amsterdam office last year and has run campaigns for more than 15 of the Netherlands’ top 100 advertisers, primarily in display with capabilities for video and mobile. The company emphasizes its ability to optimize for low CPM, clicks, and conversions via a proprietary click optimization tool and to buy inventory on a RTB basis as an independent, 100% automated trading desk. Brouwer notes the Netherlands is progressing toward automated buying, with agencies still conservative but expected to gain efficiency as CPMs rise. Adnetik serves both agencies and direct advertisers, with 98% of the NL internet population reachable through networks such as Admeld, Google AdX, Improve Digital, OpenX, AppNexus, AdBrite, Rubicon, and RightMedia, and premium publishers Telegraaf, Sanoma, STER, and RTL. Caution around 3rd-party data persists due to NL size, and cookie opt-out measures are being considered.