In the day made It clear that they will choose Google as a technology provider in the programmatic annonsesalget. Thus ends a long dragkamp between Schibsted and Google, which both have fought for mediekonsernets favor.
For Schibsted means the election a setback in the attempt to build up a Norwegian reklameallianse.
Although he has spent a long time to pick a side, ” says It manager Ari, And to the Campaign that it ultimately has not been a difficult choice.
I have only words of praise to tell about Appnexus as the technology and the Schibsted is trying to build, but for us, it’s about “time to market”, and when I’m talking about what the situation would have been for us. We would have spent longer on some integration processes with Schibsted and therefore made it the choice of Google now very easily. We have all the time said that it was crucial for us was to quickly get to market with the best available solution, ” he says.
Read more: And on Google: – A very easy choice
Have spent a lot of resources
executive vice President for ads in Schibsted, Per Håkon Fasting, says of the Campaign that he is surprised by the decision.
I’m surprised because there has been an extensive process where we have spent a lot of resources to answer their many questions, and they have used four months to decide. When And today says that it has been an easy choice, so I think it’s a bit strange that it has taken four months to come to such a conclusion, says the Fasting.
- Amedia think they had come too late to market if they had entered into a partnership with you. What is your answer to it?
- It seems to have considered the timing of the technical integreringene as more important than the strategic rationale that they say 100 percent agree and support. It will be exciting to follow the implementation of the policy, which Google presumably has beaten the big drum and secure set up with a lot of resources to get it in place.
Has been with the Finnish publicist
- Schibsted Has used for a long time to get the platform up and stand?
- No, when Schibsted and Appnexus, after only two years of cooperation, will be evaluated in four months in a comprehensive process up against the giant Google – does it mean that we after all have come quite far in relative short time, we are very happy with. Appnexus has received a further wind in the sails, and signed a number of contracts with european publicists in the past, the last of which is officially known is the Finnish publisisten Alma Media, says the Fasting.
- There is no connection between the to select the Google technology and it to make it good or better than competitors in the Norwegian market. Schibsted’s large digital companies, VG and Finn, who is now running on its own technology, has in the digital advertising market taken the shares through the entire 2016. It is despite the fact that several other online newspapers run on Google technology. When I talk about the online portion of the digital market, ” he says.
Not critical
Fasting denies that they have been depending on to get It on AppNexus.
It is known that only one of the several tracks we work with in Schibsted forward. It had been very nice to get with It, but it is in no way essential. We are working on base as the foundation of Schibsted/Polaris, says the Fasting.
He continues:
The strategic rationale is solid, the collaboration between the premium-publicists are absolutely necessary in order to meet international competition, to create good local options. Such cooperation can be based on annonseplattformer, but can also just as well be based on cooperation related to the data or other things such as the quality standards. Such cooperation between the premium-publicists happening across Europe right now. We will continue the talks with the Norwegian media companies around these opportunities. Norwegian advertisers and media agencies want this, and expresses it clearly. Schibsted is a company that is pointed out in order to get this to the
- Means Amedias decision that Our alliance is greatly weakened?
- No. Schibsted/Polaris is kjempesterkt. There have I made ready, and you can collaborate even if they are not working on the same technology. Here, it is still a sea of possibilities and we share obviously the same vision.
- Forces Google
- Helps It to build up Google on the Norwegian market at the expense of local actors?
- They help to strengthen Google in the Norwegian market and enable the Norwegian advertisers even easier to invest in the views outside the Norwegian premiumpublisister.
- Forsurer this relationship between Schibsted and Amedia?
- We are professionals and have samarbeidspunkter with a media on a number of other areas.
Read also: Schibsted go “all in” in the programmatic milliardmarked
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