Technological innovation has literally redefined the digital advertising landscape with new offers by actors who did not exist in other media and who continue to emerge daily. In terms of digital advertising, there is no longer between a publisher and an advertiser, a sales intermediary (a media seller) and a purchase intermediary (a media agency), but rather an endless amount of new players, defined modalities for buying and selling real-time advertising inventories, and very sophisticated offers etc.

Today, a lot of transactions are done through real-time bidding (RTB) on technology platforms that optimise the sale of advertising space such as Supply-Side Platforms (SSP) or buying of ad inventories such as Demand Side Platforms (DSPs). The market mainly expresses itself through Anglo-Saxon terminologies often abbreviated such as Ad Exchange (Adex), Trading desk (TD), Private marketplace (PMP) Full-Stack platform etc.

This new ecosystem capitalising on the abilities of new technologies, no longer sells on connected platforms, a huge amount of inventory that is non-optimised by all kinds of data and sophisticated tech solutions interacting together. We often talk about retargeting, cookie matching, dynamic creative optimisation, inbound marketing etc.

These practices without geographical boundaries have emerged quickly and are constantly reinventing themselves.

It is clear that these new players have focused their efforts on technological innovation and that it is not always easy to follow all the regulatory obligations. The GDPR has largely clarified the issue of the protection of personal data but many laws recently adopted or under discussion are complex to understand. Even in a sector without borders, we can not neglect local regulations such as the Sapin Law that governs advertising inventories mostly distributed in France.

LegalUP offers extremely personalised support solutions to assist you on all your contracts with fast, business and tech friendly proposals. We speak your language (Adtech) and are very familiar with the interactions within the value chain. The firm, after categorising your activities and understanding your technology such as your products, offers you innovative and creative contractual mechanisms. This support covers a certain number of diligences and in particular the drafting of all types of contracts (local, regional or global), the review of contracts (s) submitted by your co-contractors, support during  the negotiations and / or the suggestion of regulatory strategies.