6sense Advertising Capabilities in EMEA

Leif Parcell

Targeting Capabilities 
Due to the importance of privacy compliance, we are frequently asked about 6sense’s advertising capabilities in EMEA. All vendors have limitations when targeting ads in the EU due to GDPR and the ePrivacy Directive, that is true, but we are still able to run successful ABM (Account Based Marketing) ad campaigns across Europe. In fact, European countries make up about 20% of total media spend and have been growing as a percentage of our total, faster than media spend in the US. Average eCPM (or effective cost per thousand impressions) rates in the EU are 25% - 30% lower than in the USA. The most popular EU countries in terms of media spend are the UK, Germany, Spain, France, Italy, Poland, Sweden, Netherlands, Denmark, and Switzerland. 6sense is constantly improving match rates in EMEA and APAC, but for planning purposes, please note that both regions are expected to have lower rates than the USA.  

To improve results for our customers, 6sense joined IAB’s Transparency Consent Framework (TCF 2.2). As a certified participant, 6sense has the ability to serve compliant digital ad targeting in the EU where users have provided consent. We anticipate that overall reach within the EU may be lower and by region, however, our account-audience matching continues to meet our high standards for campaign delivery. To date, we’ve seen the best results with UK targeting. 

In order to run a campaign, a customer first needs to build a segment, which provides us with a set of accounts to be targeted. Our data and technology will then analyze available programmatic bid requests to identify impressions coming from users who are associated with one of those accounts. 

There are challenges with persona targeted campaigns in EMEA due to GDPR, but at 6sense we're putting forth extensive efforts to shift away from cookies to alternative identifiers which will have the added benefit of improving persona capabilities in Europe.  

Country Distribution 
We have access to nearly 1T impression opportunities in EMEA each month. Global distribution of impressions, not just for 6sense, looks something like: 
 
APAC: 10% 
EMEA: 21% 
LATAM: 5% 
NA: 64% 

The impression opportunities that we have access to in EMEA reflect this distribution above. Within EMEA, that translates to roughly 150 billion impression opportunities in each of the United Kingdom, France, and Germany, and 50 billion in Italy and Spain. Together those 5 countries represent about 70% of the impression opportunities in EMEA.