1.
HOPPex intro
Global Alliance Forum, London
13 November 2019

2.
Who’s this?
The ‘new girl’ from Hungary
Digital marketer & influencer
since 2005
Climbed the ladder from ad ops
manager to head of many
divisions
CEO @ HOPPex (since September 2019)
Head of Digital Future @ GroupM
Head of Digital @ MEC/Wavemaker
Head of Sales Support @ Indamedia Sales
2
Photo:AndrasSchram
Ingrid Ihász

3.
Pro photographer and a not so pro mother of
a 2 year-old
3

4.
Let’s go back to the serious stuff
4Source: IAB Hungary Adex 2018
Display:
122.6 million EUR
Digital ad spend:
283.1 million EUR
43.3%

5.
Automated display is almost half of the
display market
5Source: IAB Hungary Adex 2018
Automated display:
53.2 million EUR
Display:
122.6 million EUR
43.4%

6.
The share of programmatic is still under 20%
within automated display
6Source: IAB Hungary Adex 2018
Programmatic:
8.5 million EUR
Automated display:
53.2 million EUR
15.9%
+48.2%

7.
Growth is driven by PMP
7Source: HOPPex data, Jan-Oct 2018 vs. Jan-Oct 2019
35.7% 44.2%
PMP
2018 2019
+49%
+4%

8.
Behind the scenes
6.3 million internet users (niche market)
Turbulent times on the media market (KESMA)
A local ad server has the largest market share (Adverticum)
8

9.
Behind the scenes
Evolving 1st party data usage on the publisher side
Slow CMP implementation
Only a handful of professionals
9

10.
HOPPex: the one & only publisher alliance
Founded in 2015
12 publishers/sales houses
120 sites
8 billion ad requests / month
Same terms & exclusivity
10Source: HOPPex data, Oct 2019

11.
HOPPex: the one & only publisher alliance
Premium inventory
2-level setup: HOPPex and publisher level (transparency, 1st party data)
Rubicon Project as the main tech partner (xAPI)
11

12.
12
Founders & Owners

13.
95% of the Hungarian users can be reached
through HOPPex
13
Source: dkt.hu, Oct 2019

14.
There’s a rough road ahead
Renewal of processes and operation, new hire(s)
Developing ‘proper’ header bidding
Implementation of a CMP ASAP
Signing contracts with new vendors
14

15.
There’s a rough road ahead
Unified pricing strategy, extension of HOPPex level PMP activities
Fight against cookiecalypse and developing a common data strategy
Maintaining a strategic advisory role
15

16.
ingrid@hoppex.hu