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url("https://e-dialog.group/wp-content/uploads/2023/08/e-dialog-kontaktbox-new1.jpg");}</style></div> </div> </div> </div> </div> </div> </section> </div> <style>.bg-color-post {background-color: #0d5699;}.bg-color-success-story {background-color: #081e56;}.bg-color-whitepaper {background-color: #3da4c6;}.bg-color-job {background-color: #02644a;}.bg-color-e-dialog-event {background-color: #61ae79;}.bg-color-pressrelease {background-color: #081e56;}.icon.icon-post {background-image: url("https://e-dialog.group/wp-content/uploads/2022/01/e-dialog-blog.svg");}.icon.icon-success-story {background-image: url("https://e-dialog.group/wp-content/uploads/2022/01/e-dialog-success-stories.svg");}.icon.icon-whitepaper {background-image: url("https://e-dialog.group/wp-content/uploads/2022/01/e-dialog-whitepaper.svg");}.icon.icon-job {background-image: url("https://e-dialog.group/wp-content/uploads/2022/01/e-dialog-jobs.svg");}.icon.icon-e-dialog-event {background-image: url("https://e-dialog.group/wp-content/uploads/2022/01/e-dialog-events.svg");}.icon.icon-pressrelease {background-image: url("https://e-dialog.group/wp-content/uploads/2022/01/e-dialog-presse.svg");}</style> <div class="mwd-blogPost flex breadcrumb"> <div class="container"> <span class="parent"> <a href="https://e-dialog.group/ch/blog/" title="Blog">Blog</a> </span> <span class="arrow">></span> <span class="category"></span> <span class="arrow">></span> <span class="child">#pcon Live Blog: Programmatic Deals - Was ist möglich?</span> </div> </div> <div data-bg="https://e-dialog.group/wp-content/uploads/2022/02/DSC_3493.jpg" class="mwd-blogPost flex header rocket-lazyload" style=""><div class="container"><h1>#pcon Live Blog: Programmatic Deals - Was ist möglich?</h1><p class="author">von Michaela Linhart</p></div></div><div class="mwd-blogPost flex metabox space-top space-bottom"><div class="container"><div class="col"><div class="metabox-holder"><div class="date">29. September 2016</div><div class="duration"> <span class="span-reading-time rt-reading-time"><span class="rt-label rt-prefix">Lesedauer:</span> <span class="rt-time"> 2</span> <span class="rt-label rt-postfix">Minuten</span></span></div></div><div class="excerpt-box"><h3>Management Summary</h3><p>Kurz vor der Mittagspause spricht Manuel Wicher, Manager Demand und Partnerships DACH bei Imrove Digital, über “Programmatic Deals: Was ist möglich?”. In seinem Vortrag erzählt Wicher welche Strategie Improve Digital verfolgt, was die Herausforderungen im Bereich Private Market Place und Deals ist, welche verschiedenen Deal Typen es gibt und zum Abschluss, welche Mehrwerte Programmatic für Publisher und Agenturen hat.</p></div></div><div class="col"><div class="categorybox"><div class="categorybox-inner"><div class="categorybox-inner-title"></div><p><p>Unsere Experten für alle datengetriebenen Kanäle und digitale Marketing-Strategien teilen Ihre Expertise auch gerne persönlich mit Ihnen - kontaktieren Sie uns!</p> </p></div><div id="wobble"></div></div></div></div></div><div class="mwd-blogPost flex content space-top space-bottom"><div class="container"> <div data-elementor-type="wp-post" data-elementor-id="41149" class="elementor elementor-41149 elementor-26112" data-elementor-post-type="post"> <section class="elementor-section elementor-top-section elementor-element elementor-element-47a1c689 elementor-section-boxed elementor-section-height-default elementor-section-height-default" data-id="47a1c689" data-element_type="section"> <div class="elementor-container elementor-column-gap-default"> <div class="elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-7b387a14" data-id="7b387a14" data-element_type="column"> <div class="elementor-widget-wrap elementor-element-populated"> <div class="elementor-element elementor-element-1e93785d elementor-widget elementor-widget-heading" data-id="1e93785d" data-element_type="widget" data-widget_type="heading.default"> <div class="elementor-widget-container"> <style>/*! elementor - v3.23.0 - 05-08-2024 */ .elementor-heading-title{padding:0;margin:0;line-height:1}.elementor-widget-heading .elementor-heading-title[class*=elementor-size-]>a{color:inherit;font-size:inherit;line-height:inherit}.elementor-widget-heading .elementor-heading-title.elementor-size-small{font-size:15px}.elementor-widget-heading .elementor-heading-title.elementor-size-medium{font-size:19px}.elementor-widget-heading .elementor-heading-title.elementor-size-large{font-size:29px}.elementor-widget-heading .elementor-heading-title.elementor-size-xl{font-size:39px}.elementor-widget-heading .elementor-heading-title.elementor-size-xxl{font-size:59px}</style><h2 class="elementor-heading-title elementor-size-default">Strategie von Improve Digital </h2> </div> </div> <div class="elementor-element elementor-element-4ee30a36 elementor-widget elementor-widget-text-editor" data-id="4ee30a36" data-element_type="widget" data-widget_type="text-editor.default"> <div class="elementor-widget-container"> <style>/*! elementor - v3.23.0 - 05-08-2024 */ .elementor-widget-text-editor.elementor-drop-cap-view-stacked .elementor-drop-cap{background-color:#69727d;color:#fff}.elementor-widget-text-editor.elementor-drop-cap-view-framed .elementor-drop-cap{color:#69727d;border:3px solid;background-color:transparent}.elementor-widget-text-editor:not(.elementor-drop-cap-view-default) .elementor-drop-cap{margin-top:8px}.elementor-widget-text-editor:not(.elementor-drop-cap-view-default) .elementor-drop-cap-letter{width:1em;height:1em}.elementor-widget-text-editor .elementor-drop-cap{float:left;text-align:center;line-height:1;font-size:50px}.elementor-widget-text-editor .elementor-drop-cap-letter{display:inline-block}</style> <p><span style="font-weight: 400;">Improve Digital wurde 2008 gegründet und hat schon damals angefangen Ad Networks zu optimieren. Bereits 2011 hat man mit den ersten RTB Plattform Integrationen mit Turn, Appnexus und DBM gestartet. 2014 wurde RTB zum Mainstream und man nannte es fortan Programmatic Advertising – das heißt, es wurden über alle Disziplinen, Formate und Geräte hinweg Werbeplatzbuchungen automatisiert über Plattformen abgewickelt. Und 2016, erst vor kurzem, wurde eine neue holistische Plattform mit dem Namen <strong>360-Polaris</strong> gelauncht. Revolutionär daran ist, dass nun <strong>alle Arten von Kampagnen in einer einzigen Auktion verfügbar sind und zudem eine detaillierte Übersicht aller Auktionsprozesse geboten wird</strong>. Das heißt, jeder Euro den der Käufer in der DSP als Gebotspreis hinterlegt, kommt 1:1 beim Publisher wieder an. </span></p> </div> </div> </div> </div> </div> </section> <section class="elementor-section elementor-top-section elementor-element elementor-element-839d5d4 elementor-section-boxed elementor-section-height-default elementor-section-height-default" data-id="839d5d4" data-element_type="section"> <div class="elementor-container elementor-column-gap-default"> <div class="elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-9d7e55a" data-id="9d7e55a" data-element_type="column"> <div class="elementor-widget-wrap elementor-element-populated"> <div class="elementor-element elementor-element-d0651f9 elementor-widget elementor-widget-heading" data-id="d0651f9" data-element_type="widget" data-widget_type="heading.default"> <div class="elementor-widget-container"> <h2 class="elementor-heading-title elementor-size-default">Herausforderungen im Bereich Private Market Place und Deals </h2> </div> </div> <div class="elementor-element elementor-element-09e60e8 elementor-widget elementor-widget-text-editor" data-id="09e60e8" data-element_type="widget" data-widget_type="text-editor.default"> <div class="elementor-widget-container"> <p><span style="font-weight: 400;">Was sind die Herausforderungen bei der Erstellung der Deals? Der <strong>Publisher</strong> kann sein Premium-Inventar zur Verfügung stellen, über alle Deals hinweg Transparenz ermöglichen, dadurch neue Umsatzpotenziale erkennen und Prioritäten für bestimmte Käufer gewähren.</span></p><p><span style="font-weight: 400;">Auf <strong>Agenturseite</strong> sollte man unbedingt die verschiedenen Deal-Typen kennen, die Übersicht bei der Menge an Deals bewahren, die richtigen Kampagnen den richtigen Deals zuordnen und man sollte vor allem auch die Preis-Unterschiede kennen.</span></p> </div> </div> <div class="elementor-element elementor-element-ffbf944 elementor-widget elementor-widget-image" data-id="ffbf944" data-element_type="widget" data-widget_type="image.default"> <div class="elementor-widget-container"> <img fetchpriority="high" decoding="async" width="800" height="531" src="data:image/svg+xml,%3Csvg%20xmlns='http://www.w3.org/2000/svg'%20viewBox='0%200%20800%20531'%3E%3C/svg%3E" class="attachment-large size-large wp-image-23156" alt="" data-lazy-srcset="https://e-dialog.group/wp-content/uploads/2022/02/20160929-PCON-021.jpg 1024w, https://e-dialog.group/wp-content/uploads/2022/02/20160929-PCON-021-300x199.jpg 300w, https://e-dialog.group/wp-content/uploads/2022/02/20160929-PCON-021-768x510.jpg 768w" data-lazy-sizes="(max-width: 800px) 100vw, 800px" data-lazy-src="https://e-dialog.group/wp-content/uploads/2022/02/20160929-PCON-021.jpg" /><noscript><img fetchpriority="high" decoding="async" width="800" height="531" src="https://e-dialog.group/wp-content/uploads/2022/02/20160929-PCON-021.jpg" class="attachment-large size-large wp-image-23156" alt="" srcset="https://e-dialog.group/wp-content/uploads/2022/02/20160929-PCON-021.jpg 1024w, https://e-dialog.group/wp-content/uploads/2022/02/20160929-PCON-021-300x199.jpg 300w, https://e-dialog.group/wp-content/uploads/2022/02/20160929-PCON-021-768x510.jpg 768w" sizes="(max-width: 800px) 100vw, 800px" /></noscript> </div> </div> </div> </div> </div> </section> <section class="elementor-section elementor-top-section elementor-element elementor-element-c3d2ae8 elementor-section-boxed elementor-section-height-default elementor-section-height-default" data-id="c3d2ae8" data-element_type="section"> <div class="elementor-container elementor-column-gap-default"> <div class="elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-7f4602d" data-id="7f4602d" data-element_type="column"> <div class="elementor-widget-wrap elementor-element-populated"> <div class="elementor-element elementor-element-63931bb elementor-widget elementor-widget-heading" data-id="63931bb" data-element_type="widget" data-widget_type="heading.default"> <div class="elementor-widget-container"> <h2 class="elementor-heading-title elementor-size-default">Deal Typen </h2> </div> </div> <div class="elementor-element elementor-element-ec649de elementor-widget elementor-widget-text-editor" data-id="ec649de" data-element_type="widget" data-widget_type="text-editor.default"> <div class="elementor-widget-container"> <p><span style="font-weight: 400;">Im Uhrzeigersinn und nach Priorisierung gibt es Exclusive, Premium, Preferred und Open Deals. Dabei werden alle Deals in eine Auktion gepackt. Je nach Priorität, entscheidet sich dann, wer die Impression gewinnt. </span></p><ul><li style="font-weight: 400;"><span style="font-weight: 400;"><strong>Exclusive Deals</strong>: Oberste Priorität hat der Exclusive Deal, der immer ausgespielt wird und vergleichbar mit einer klassischen Buchung ist. Das heißt, ab sofort können alle Publisher ihre IO basierten Kampagnen programmatisch in einer Auktion abwickeln. </span></li><li style="font-weight: 400;"><span style="font-weight: 400;"><strong>Premium Deals</strong>: Premium Deals kommen von der Priorität nach Exclusive Deals. Das Besondere am Premium Deal ist die garantierte Auslieferung. Hier wird zwischen Publisher und Agentur vorab eine Abmachung getroffen, die auf Basis von Impressions oder Budget über einen gewissen Zeitraum beruht. Und beim Premium Deal entscheidet im Gegensatz zum exklusiven Deal die first oder second price auction. </span></li><li style="font-weight: 400;"><span style="font-weight: 400;"><strong>Preferred Deals</strong>: Beim Preferred Deal kann wieder zwischen den Preismodellen unterscheiden werden. Deal ID oder Tag based sowie zusätzlich eine Garantie der Auslieferung einstellen. Diese ist aber optional. </span></li><li style="font-weight: 400;"><span style="font-weight: 400;"><strong>Open Deals</strong>: Als letztes kommt die Open Auction. Auch hier hätte man die Möglichkeit einen Deal aufzusetzen und Preismodelle zu definieren. Im Gegensatz zu den anderen Deals gibt es hier jedoch keine Garantie einer Auslieferung.</span></li></ul> </div> </div> </div> </div> </div> </section> <section class="elementor-section elementor-top-section elementor-element elementor-element-ffd60ad elementor-section-boxed elementor-section-height-default elementor-section-height-default" data-id="ffd60ad" data-element_type="section"> <div class="elementor-container elementor-column-gap-default"> <div class="elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-ea96ec7" data-id="ea96ec7" data-element_type="column"> <div class="elementor-widget-wrap elementor-element-populated"> <div class="elementor-element elementor-element-43adf6a elementor-widget elementor-widget-heading" data-id="43adf6a" data-element_type="widget" data-widget_type="heading.default"> <div class="elementor-widget-container"> <h2 class="elementor-heading-title elementor-size-default">Mehrwerte für Publisher und Agenturen</h2> </div> </div> <div class="elementor-element elementor-element-f5cb56b elementor-widget elementor-widget-text-editor" data-id="f5cb56b" data-element_type="widget" data-widget_type="text-editor.default"> <div class="elementor-widget-container"> <p><span style="font-weight: 400;"><em>Und welchen Mehrwert bietet das nun Publishern und Agenturen? </em><strong>Publisher</strong> haben die Möglichkeit, ihren Umsatz zu maximieren, ihre Partner zu priorisieren und zudem alle Daten in einem System zu verwalten. <strong>Agenturen</strong> haben nun Zugriff auf mehr Premium-Inventar, die Klickrate und Visibility wird erhöht, Connected Ads und Spezial Formate sind möglich und das wohl Wichtigste: mehr Transparenz wird geboten.</span></p> </div> </div> </div> </div> </div> </section> <section class="elementor-section elementor-top-section elementor-element elementor-element-adb738d elementor-section-boxed elementor-section-height-default elementor-section-height-default" data-id="adb738d" data-element_type="section"> <div class="elementor-container elementor-column-gap-default"> <div class="elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-667e508" data-id="667e508" data-element_type="column"> <div class="elementor-widget-wrap elementor-element-populated"> <div class="elementor-element elementor-element-8174259 elementor-widget elementor-widget-text-editor" data-id="8174259" data-element_type="widget" data-widget_type="text-editor.default"> <div class="elementor-widget-container"> <p><strong>Folien nachlesen? 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