Hungarian digital & programmatic advertising overview covering digital ad spend data, ad market characteristics and challenges. Introduction to HOPPex (Hungarian OmniPublisher Programmatic Exchange), the Hungarian publisher alliance.

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
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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
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16. ingrid@hoppex.hu