Media innovation: Active Agent DSP offers cross-marketer contact class management for Connected TV

Düsseldorf, 10.09.2020. ADITION technologies continues to drive innovation in the areas of omnichannel DSP and programmatic video advertising. Advertisers can now use Active Agent DSP for cross-marketer contact class management not only in addressable TV, but also for connected TV. The Active Agent DSP, which is also the dedicated booking platform of programmatic video specialist d-force, is currently the only DSP to offer the data protection-compliant harmonization of platform-specific identifiers from streaming services for a reach-optimized target group approach. Deutsche Bank was the first advertiser to use this pioneering media innovation via its media agency Performance Media in a CTV branding campaign on TVNOW and Joyn.

Programmatic CTV with contact dose optimization

Connected TV is one of the up-and-coming digital advertising environments, as a recent study by IAB Europe shows. However, the fragmentation of the offering and identity issues are seen as the biggest challenges. Active Agent now provides a convincing solution for both issues with access to an extensive portfolio of CTV platforms – including TVNOW, Joyn, Zattoo, Sky, waipu.tv, SamsungTV Plus, Vevo and Visoon – as well as cross-marketer contact class management.

Ralf Hammerath, CEO of ADITION technologies, explains: “Active Agent stands for the entire range of innovative programmatic video – whether in the context of ATV, CTV or other digital moving image media and channels. It is important to us to highlight the versatility of the inventory and video reach accessible via the Active Agent DSP, as well as their individual attractiveness as advertising environments, and to make their performance potential fully available to the advertising industry. This also applies in particular to streaming portals. In combination with the new possibilities that Active Agent offers for highly effective and efficient campaign management, we are setting standards for digital video advertising.”

Deutsche Bank with pilot campaign on TVNOW and Joyn

Deutsche Bank was won as a partner for the pilot campaign with the new cross-marketer CTV frequency capping. To reinforce its current brand advertising, it used Connected TV as a media channel for the first time and a two-week video flight with pre-roll ads in classic TV environments on the streaming services TVNOW and Joyn. The campaign was implemented by the digital media agency Performance Media.

Tim Alexander, Chief Marketing Officer (CMO) for Deutsche Bank’s private and corporate client business, explains: “With our slogan ‘A new era needs new answers’, Deutsche Bank stands for reliability, inspiration and innovation. We also want to use innovative approaches in our advertising. We are delighted to be the first advertising client in Germany to work with our digital media agency Performance Media to control TVNOW and JOYN across Connected TV using the solution provided by Active Agent, thus breaking new digital ground.”

Benjamin Bunte, Managing Director of Performance Media, adds: “The digitalization of television is progressing steadily. In the coming years, advertising customers will only place TV commercials digitally. We are delighted to be working with Deutsche Bank to explore innovative paths in digital marketing and explore CTV on local streaming platforms at an early stage.”