Jasse Marin is Programmatic & Network Manager at Schibsted-owned Tori.fi.
Jasse was one of the speakers at our Automation Summit in Stockholm. We caught up with him to understand his approach to programmatic, private marketplaces and GDPR.
What is your view of and approach to programmatic at Tori.fi?
For us, to begin with it was simply about giving buyers more flexibility and being wherever they were. First it was standard formats, then mobile, then rich media, then video – and now header bidding.
At this point, programmatic is a significant part of the overall sales pie at Tori. Pretty much everything has become available to trade programmatically. Even if growth has stabilised over time – it was always going to – the pace of change and development in this sector hasn’t slowed at all.
Where do private marketplaces fit in all this?
We have a strong focus on private marketplaces - principally for our most high performance formats, as well as specific targeting options.
Some Nordic publishers use private marketplaces only of course, but for us the open marketplace has a special role. And that relates to header bidding in a big way, which has brought us an uplift of 30-40% and a big increase in fill rate and sold impressions. It has also introduced us to completely new advertisers.
What is the view on GDPR at Tori?
Above all, we believe GDPR is about transparency, and of course having the right consent system in place for our users.
My wider comment on the last few months, and how implementation has worked out, is we should be working more as a union in this industry, not using cases like this to get one up on others. I’m sure most would agree it’s challenging enough as it is.
Looking ahead, what do you see as the most important developments on the horizon for advertising?
In terms of the future, we are starting to test server-to-server integrations for header bidding. And that is where it will ultimately end up – not in the browser as is most commonly practised right now.
In general, we just have to ensure as publishers that supply is always keeping up with demand: serve buyers and respect users.
I think there’s a lot more room for innovation to come in video and mobile – by which I don’t just mean mobile phones (already half of our user base) but also things like out of home, that are increasingly traded programmatically.