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What I Learned from AddThis’ Global Audience Launch

Last week, I visited London for OMMA Display Europe, AdTrading Summit (ATS) and AdTech as AddThis announced the official launch of our data business for the International markets. What an exciting week! It was standing room only at ATS. Mike Nolet, Appnexus Founder and CTO, and Frank Addante, Founder and CEO of Rubicon, were excited about the energy from the EU digital media community around RTB and audience targeting.  Mike called it the “second wave” of RTB that the EU was now jumping into feet first.

After over 40 meetings in 4 days with the leading companies in our space, these things were clear:

  • Companies are investing in the EU – it’s not a toe in the water, but it’s not a cannon ball either.  They’re testing the waters in preparation for a full dive.
  • Privacy is still an issue for our industry, but that is not holding buyers or sellers back.
  • Buyers are finalizing their platform partnerships, but there is still a big data void – that’s where we come in!

AddThis is excited about the opportunity to partner with our current US partners who are now fully entrenched in their International expansion as well as many new International companies that we met with during our trip.

We see over 1B unique users across the AddThis platform, and we see them over 140 times each month. That allows us to deliver micro targeted segments at massive scale worldwide. We’ve seen success in the States and can’t wait for similar results over seas.

Thanks to everyone who spent time with Art McKinely and me last week. We had a great time and enjoyed the great city of London… and of course the pubs! Let us know if you have any questions about our audiences or modeling capabilities domestically or globally. We’re always happy to help!