AppNexus Opens Dedicated Data Centre, Offering More Competition To Invite; Updated Improve Digital Eco-System Map

» The opening of a dedicated data centre by Appnexus is kind of old news, as the data centre in Holland has been active for the past two months. But you have to still applaud Appnexus for having the infrastructure properly in place before going public - something which the rest of the industry could learn from. Anyway, hats off to Appnexus for giving more choice in the European RTB market, because before its arrival there was only one - Invite Media. Will this change the dynamic of the market and really power the growth in RTB trading here. Possibly. There is clearly a hunger for it on the buy and sell side, judging by the amount of attendees at last week's Ad Trading Summit. And according to Admeld. which after Adx is the biggest RTB-enabled platform in Europe, publishers are looking to expose more inventory through RTB having seen a significant rise in CPM prices. Impression-level buying is finally getting traction and we should a big explosion in growth in the coming twelve. Start build those bidders now.

» There's been some sage commentary on the Terry Kawaja eco-system map of late - mostly in the comments of some ExchangeWire posts. I'm starting to wonder if our eco-system really is this convoluted. And is all that media spend funneled between twenty one different layers. It would probably be in my interest to talk up fragmentation too if I was going to be heavily in the M&A action. My door is always open, guys. Seriously. Despite my cyncial slant I still think these maps are useful for giving a high-level picture of the space, and of course for providing good fodder for sales decks across the industry. I'm looking at the latest Improve Digital Euroepan eco-system map, and I'm not on it. Disappointing. So which bubble do you sit in?