Addressable TV cross-device targeting goes programmatic: Adtech companies of the virtual minds group implement all-screens advertising campaign programmatically for the first time

 

Freiburg, December 4, 2018 – In basketball, the “dunk” is considered the fine art of throwing the ball – in digital campaigns, cross-device targeting is the pinnacle of campaign control. Active Agent (DSP), ADITION technologies (Adserver), The ADEX (DMP) and Yieldlab (SSP) are now taking cross-device targeting to a new technical level: for the first time, the technology providers of the leading European adtech stack of the virtual minds group are implementing an addressable TV cross-device campaign programmatically.

As part of the large-scale image campaign for the rebranding of ING DiBa with basketball star Dirk Nowitzki as a testimonial, SevenOne Media, the ProSiebenSat1 marketer, and PREX, the joint venture for programmatic advertising of Plan.Net and Mediaplus, are now using the new cross-device bridge from Seven One Media programmatically for the first time. The all-screens technology, which enables fully automated campaign booking and playout on the basis of virtual minds’ solutions, links TV and digital media and allows a holistic and highly individualized target group approach across all screen-based devices assigned to a household (“ATV household targeting”). Initial contact can be made both on the TV set and on digital devices – smartphone, tablet, notebook, PC – so that retargeting can be optimized in both directions. Viewers who see the ATV campaign via SwitchIn on ProSiebenSat.1 Group channels in addition to the linear TV commercials will also see it on all other screens in video or display formats (e.g. Dynamic Sitebar). Intelligent and data protection-compliant household and device recognition enables user-specific contact dose optimization via frequency capping. Programmatic media buying is carried out via Active Agent’s demand-side platform in conjunction with Yieldlab’s supply-side platform. The ADEX data management platform provides the relevant data for household-based target group formation and control at all relevant interfaces.

“Programmatic cross-device targeting combines traditional TV planning and digital cross-device planning in an extremely effective and efficient way,” explains Joachim Schneidmadl, COO of virtual minds AG. “With fully automated campaign management from media buying to user-specific targeting, we offer advertisers completely new opportunities for powerful storytelling across all screens – with maximum process optimization.”

 

About Virtual Minds

Virtual Minds has stood for premium adtech made in Europe for over 20 years. Virtual Minds’ digital and media technology brands – Adition (enterprise marketing platform and ad serving), Active Agent (omnichannel DSP), The Adex (data management platform and cross-device media solutions), Yieldlab (omnichannel SSP) and the Virtual Minds Media Manager (realtime playout of classic linear media inventories) – are among the top European and international solution offerings in their respective segments and together form the leading European modular full-stack offering for the digital advertising market.

Virtual Minds’ international customers include large publishing and TV companies and their marketing units, agency groups and numerous top advertisers.

Virtual Minds GmbH is a 100% subsidiary of ProSiebenSat.1 Media SE.

www.virtualminds.com

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