Erhard Neumann, CEO and COO Adtech
„With
the direction RTB is headed, it's obvious that sales in media will change.
Sales Houses do have a huge responsibility, because their websites want to have
quality advertisement and optimized revenue. Just moving traffic to DSP´s and
leaving RTB managing the Sales Houses job will not work on the long run.
User
and Site information are other key´s. The ages when advertisers only knew site
names they bought or when publishers didn’t know what audience segments an
advertiser targeted are over.“
As CEO and COO of ADTECH, Erhard Neumann oversees the
strategic direction and worldwide management of ADTECH, a global leader in the
interactive space. ADTECH, an international provider of ad serving solutions
and a division of AOL Advertising.com Group was founded in 1998 in
Frankfurt, Germany and is now represented on five continents.
Neumann assumed
the position of CEO in April 2011. Prior to the announcement, he served as
Chief Operating Officer (COO) of the company. Neumann has been with ADTECH
since 2001 and was named COO in 2006. Through the course of his tenure, his
responsibilities have included product management, customer relationship
management (CRM) and customer service sectors. Additionally, he was a core
contributor for the current front-end of ADTECH, IQ.
Before joining ADTECH,
Neumann held a range of management positions, specifically, in product and
customer loyalty management in the automotive industry. Past professional titles
include Supply Manager at VOLVO and Key Account Manager at Debis.
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Philip Missler, Executive Director Interactive Media CCSP
Philip Missler is Executive
Director „Operations” of the InteractiveMedia CCSP GmbH – Deutsche Telekom
Gruppe. Among other, he has been responsible for the development of the
internet business of the Deutsche Telekom AG since 2009. Prior to this
engagement, he was the CTO of mobile.de (eBay Classfieds Group) and concerned
with the fields “technology and product”. He started his career as a software
developer in 1997. In 1998, he developed a start-up in the Classifieds field.
After that he operated six years long in different leading positions for
Zentropy Partners (now MRM Partners) - the digital branch of the marketing
agency McCann Erickson.
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Martin van der Meij, Yield Manager Telegraaf Media NL
"What will happen on the German
market is going to be interesting. The European Giant who goes down the rabbit
hole and will find itself in Automated Winter Wonderland. Of course RTB isn't
completely new. But about a year ago this whole market was about the same size
as the company I'm working for. I'm curious what publisher will take the lead
and what's already happening. Glad to share what we did in the Dutch market and
what our next steps will be."
Martin is head of Yield Management at
Telegraaf Media, the largest publisher in the Netherlands. They recently
launched their 3 vertical Automated Trading Platforms based on Social,
Classifieds and News. AdAudience was the first tradedesk on the publisher side
that is running their own bidder technology after a partnership with
Platform161. Before Telegraaf, Martin worked for over 10 years in the internet
industry, launching one of the first local online newspapers in 1995 and one of
the most controversial social networks in the Netherlands in 2002.
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Nerissa MacDonald, Director of Trading EMEA, MediaMind
“The European RTB market today is full of disruptive technologies which have allowed all stakeholders to re-evaluate how they operate and to position themselves as tech savvy organisations. The shift in power from ad networks to DSP technologies has allowed agencies to exercise their buying power and given publishers greater leverage to earn more value from their inventory, but also from their data. Germany’s market is ruled by the ad sales houses who are now in a position to look at the advancement of RTB through premium deals with publishers. Perhaps those same publishers will make the investment needed to take a bigger part of the pie by investing in their own buying mechanisms.”
Nerissa is Director of Trading EMEA at
Mediamind and is responsible for product development and revenue generation for
the Smart Trading DSP platform across 5 markets. In her previous role at
Adnetik, the Havas Agency trading desk, she she set up the London office and
personally secured £1million sales revenue in the first 6 months of operation.
Before this, Nerissa held senior sales management/director level positions at
behavioural targeting ad network Blue Lithium and Adconion Media group.
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Matthias Ehrlich, Board member United Internet Media AG
“Mechanically
conducted media automation can be considered a logistic concession. Automated
technology only has an economic value if it is used to come to grips with the
complex issues of the online medium. Particular attention must be paid when the
brain leaves the engine room and - as a result - media degenerates into a mere
logistic article because in such cases the strength of the added value of the
media and the media itself will be undermined.”
Since
February 2006, Matthias Ehrlich has been responsible for media marketing of the
company-owned web portals of United Internet AG and the advertising network AD
Europe which he co-founded. These include WEB.DE, GMX, top.de,1&1, mail.com
and SmartShopping.de. Prior to this, he
worked for WEB.DE AG for several years and other employment included
consultancy and finance business work for digital media in Germany, Spain and
the US. He also held leading positions in the sales and marketing sector for
diverse hightech- and internet companies. Since May 2007, Matthias Ehrlich has
been the vice-president of the German Federal Association for Digital Economy.
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Ronald Paul, CEO Quisma
“Many market participants have completed the
compulsory exercise of technological linkage to the different SSPs and
AdExchanges – during the “voluntary exercise” we will see how mature these solutions
are and how sufficiently data will be connected and used to define the best
possible purchase strategy. In the end, the performance of the particular
campaign is what counts and one thing is clear: customers will hardly be
interested in RTB just because it is a new technology.”
Ronald Paul is the CEO of
Quisma GmbH which he founded in cooperation with Norman Nötzhold in 2001. The
company was incorporated into the GroupM (Maxus, Mediacom, MEC, Mindshare) in 2007. This
venture bundles the media business of the globally operating communication
holding WPP. Paul deals with Re-Targeting, Real-Time-Bidding,
Performance-Marketing, und Sales Modelling. Besides the operative business, he
is responsible for the strategic development of business divisions and
internationalisation of Quisma. As a trained business economist, he began his
career in the marketing sector of United Domains AG.
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Henning Lange, CEO Adcloud
“The online advertising market is characterised by
the relations between advertiser and publisher. The technologies which are
needed to sufficiently adjust these relations are developing rapidly.
Therefore, it becomes easier to represent the strongest campaign on the most appropriate
inventory to the most suitable internet user. But most importantly, the
technology mustn’t become a hype or an end in itself but it should only serve
the goal to efficiently connect supply and demand. In this regards, the
intelligence of the exchange model plays a crucial role.”
Together with Oliver Thylmann, Henning Lange
established the Adcloud GmbH. He is a performance marketing pioneer and has
been active in the online advertising market for more than ten years. In his
position as the Head of Performance Marketing, he launched the network Ligatus
for OnVista. In association with Oliver Thylmann, he has also founded the web
portal Ormigo. Lange worked as a Business Development Manager for the AG
OnVista AG and studied business economics in Illinois, Almeria and Kiel.
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Brian Lesser, CEO Xaxis
“While technology expands to offer
marketers a wealth of metrics for effective audience targeting, marketers must
ensure their reach across the digital space keeps pace. When choosing a DMP
clients should look for a network that centralizes data and targets the right
audience, but is also able to serve customers the appropriate creative. By
leveraging consumer data in their digital ad buys, marketers are able to run
flexible campaigns that can be quickly refined in real-time, eliminating waste.”
As CEO of
Xaxis, Brian is responsible for delivering targeted digital media products that
allow advertisers to reach and better understand their audiences at massive
scale. Previously, Brian was Senior VP and GM of the Media Innovation Group
(MIG), a company he founded in 2007 - the success of which led to the creation
of Xaxis. Prior to this, Brian was VP of Product Management and Director of
Product Marketing at 24/7 Real Media. He has over 15 years’ experience in
advertising and technology.
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Brian Fitzpatrick, Managing Director Europe Adap.TV
“The last 18 months have seen a revolution in how display media is traded online. Reports show that 40% of European publishers are trading media in real time and this can result in a 20% uplift in CPM. RTB is now having an impact on the video world too. In an industry where demand is high and supply low, price is being dictated largely by how much competition there is for inventory. As more people fast forward through ads on TV, sophisticated campaign tracking of view through, the ability to overlay audience targeting and the flexibility of shifting budget in real time is attracting more brand advertisers.”
Brian is charged with
leading the growth of agency, ad network and publisher partnerships as well as
the management of operations across all European markets. Most recently,
Fitzpatrick was managing director for Europe for The MIG (Media Innovation
Group), a WPP Digital company, where he oversaw the enterprise from start-up to
one of the industry’s most successful agency technology businesses. Previous positions include roles at Lycos
Europe, GAME U.K. Ltd., and Mediacom where he helped brands take their first
steps in online advertising in 1997 when the medium was in its infancy.
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Lothar Prison, Chief Digital Officer VivaKi
„In Germany, more and more online advertising spaces will be registered through automatic booking platforms. By 2014, every fifth online campaign will be booked through a Realtime-Bidding-Platform. The challenge for media and marketers is to upgrade their technological capacity and to make parts of their inventory available on so-called SSPs (Supply Side Platforms) which can be accessed by media networks like VivaKi and its DSPs (Demand Side Platforms). However, automated online advertising cannot replace sales teams of media companies. Individual and attentive brand promotion in premium surroundings remains a crucial component of digital communication when media agencies negotiate with diverse media bodies for their customers."
Lothar
Prison is Chief Digital Officer of VivaKi. Prior to his engagement with the
VivaKi agency group in 2006, Prison was CDO of ZenithOptimedia, Managing
Director of Zed digital and Managing Director of Performics. Other engagements
include a 5-year commitment to OnVista AG acting as the Head of Agency Sales as
well as a post in the digital media field for Endemol. Before starting his
professional career, Prison studied business economics in Cologne.
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Joëlle Frijters CEO and Co-founder Improve Digital
“Google and Facebook aggressively push into the
display market. Marketers and publishers need to consider the crucial question:
will they have the direct customer lead of advertisers and agencies in terms of
the automated advert dealings or will others dominate the display business?
Besides premium content, we think that especially technology will be the key
for future competitive capacity of the marketers and publishing companies.”
Joëlle Frijters career in the field
of online marketing and advertising started 14 years ago and she has become one
of the top experts in terms of yield management by use of manual and automated
systems. Before the founding of Improve Digital, she was engaged with Microsoft
and responsible for the setup and internationalisation of the performance
network (MSNDR) which was dedicated to turn unsold inventory to a financial
advantage in 11 European countries.
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Ulrich Schmidt, Founder & Managing Director adpepper media
Im Februar 1999 gründete Ulrich Schmidt, gemeinsam mit
vier weiteren Gründungsgesellschaftern ad pepper media. Seit diesem
Zeitpunkt leitet er operativ das dynamische Unternehmen, welches sich in
kurzer Zeit als einer der führenden internationalen unabhängigen
Online-Vermarkter etabliert hat. Zuvor war Schmidt am Aufbau und der Markteinführung des Frankfurter
Adserving Anbieters ADTECH AG beteiligt, das als eines der
Pionierunternehmen für Technologien zur Auslieferung von
Online-Kampagnen gilt.
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Arndt C. Groth, Präsident des BVDW e.V.
Arndt Groth gründete 1998
DoubleClick Deutschland. 2000 beförderte ihn DoubleClick zum International Vice
President für Nordeuropa. Von 2001 bis 2006 baute er als CEO der
InteractiveMedia CCSP AG, einer Tochter der T-Online International AG, einen
der größten Online-Vermarkter in Europa auf. In 2007 agierte er als CEO und
Gesellschafter von ePages, dem führenden Anbieter von E-Commerce-Lösungen.
Arndt Groth bekleidete zuletzt verschiedene Positionen bei der Adconion Media Group, zuletzt als Vice President Europe.
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Shane Shevlin, Director of Business Development IPONWEB
"The
German digital ad market is beginning to embrace real-time traded media and
audience buying in a way that will ultimately transform the industry and mean
better results for both publishers and advertisers. As the industry moves in
this direction there will be a sizeable shift in the technology, expertise and
organizational strategies required by all parties in order to participate. With
international players lapping at the door, integrating technology to evolve
your current business model will become a critical defense strategy.”
Shane joined IPONWEB in January 2011 to
lead the continued growth of the business in Europe and provide strategic
management for existing customers in the region. Prior to
IPONWEB, Shane led SEM platform sales at Google for Northern and
Central Europe and before that managed sales of publisher and advertiser
ad-serving platforms. With an earlier career as lead technical consultant for
Doubleclick's ad-serving products, Shane has a wealth of experience
on both the buy and sell side.
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Sascha Jansen, MD Annalect Group Germany
“In 10 years’ time we will look back at the beginnings
of RTB and compare to the perspective we had regarding private television at
the end of the 90’s and the point of view we currently have regarding the
beginnings of Google AdWords.”
Sascha Jansen
is Executive Director of Group Germany (formerly OMG 4CE) which is a specialised
agency of the Omnicom Media Group for data-directed online marketing. He is
responsible for the entire digital business of the Omnicom Media Group Germany
as well as its agency brands OMD and PHD. A qualified business economist, he has
been active in the media business for more than ten years. During 2009, Jansen
started working for the Omnicom Media Group where he promoted digital strategic
topics of the agency group. Since 2010, he has been the speaker of FOMA.
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Sacha Berlik, CEO mexad
Sacha
Berlik is CEO and Co-founder of mexad. The European provider for outsourced
RTB-Services was acquired by DataXu in January of this year. Sacha has over 16
years experience in the international digital marketing industry, including six
years as a general manager for Western Europe and co-founder of Oridian (now
Ybrant digital) In 1999 he founded the European wide online network
ActiveAgent, and prior to that he built the online presence for one of the
biggest private TV stations in Germany, Sat.1.
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Holger Mews, Commercial Director Central Europe, Adobe Systems
"Gegenwart und Zukunft des digitalen Mediahandels liegen
in der Auktionsbasierung und in der Echtzeit – nicht für jede Form,
jeden Kanal und jedes Ökosystem sofort und in der gleichen Ausprägung,
aber die Grund- und Gesamttendenz – auch vorgelebt durch das Geschäft in Nordamerika – ist eindeutig."
Holger Mews arbeitet seit März 2008
zunächst als Sales Director DACH, seit
Januar 2010 als Regional Director Central Europe und seit Mai 2011 als Vice
President Central und Eastern Europe bei Efficient Frontier. Zuvor war Holger Mews
als Territory Manager bei DoubleClick ebenfalls im Bereich SEM und
Online-Marketing aktiv. Dort betreute er drei Jahre lang das Neukundengeschäft
für sowohl Deutschland als auch die Niederlande.
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Stephan Noller, CEO nugg.ad/Chairman Policy Committee IAB
Stephan Noller
is the founder and CEO of nugg.ad AG. Noller is responsible for further
developing the nugg.ad platform and emerging technologies to meet the demands
of the market. In his role as the chairman of the Policy Committee at IAB
Europe, he also seeks to represent the interests of the European internet
economy. Following on from his role at TNS Emnid – where his responsibilities
included the setup of innovative procedures to measure the internet outreach
for AGOF – he developed a targeting system for online advertising based on
automated profiling for TNS Infratest in 2005/ 2006.
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Marko Klimkeit CEO Yieldlab
“Display advertising is due to a great revaluation and
efficiency enhancement owing to the new interface Realtime Bidding.”
Marco Klimkeit, born in
1979, established his first technology company „newtention“ which yielded a
great number of innovations for the online advertising industry as long ago as
the end of the 90’s. After the disposal of his business, he founded Yieldlab
2010 which is a platform for Realtime Bidding and Yield Optimisation for
publishing and media companies in Germany. Marco was the chairman of the
working group “Targeting” at the BVDW (Federal Association for Digital Economy)
and belongs to the pioneers in terms of Re-Targeting.
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Jason Bigler, Director Product Development for EMEA, Google
We've seen the
German market mature significantly in the past 6-9 months. The market is
now well-positioned on both the supply and demand sides. Automated trading
is rapidly gaining momentum, with many optimisation technologies entering the
market. Existing German businesses are quickly scaling into a global footprint,
and most global agencies and their trading desks have now established
presence in the German market. The potential in
Germany is significant. The German market is finally at a
"tipping point."
Jason Bigler is responsible for Google's Display Ads product strategy across the European, Middle East, and African regions. He brings over a decade of experience in developing and commercializing products within the digital advertising industry. Prior to joining Google, Jason was SVP of Product for Collective where he oversaw the development and strategy of their AMP technology platform and media business. Jason also spent 6 years at DoubleClick as VP of Product where he led the global strategy of their buy-side platform, DoubleClick for Advertisers.
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Erich Wasserman, Co-Founder and GM EMEA, MediaMath
"Best of breed technology solutions are descending
on the largest media market in Europe. They are armed with powerful business
cases learnt from foreign markets that demonstrate greater yield for publishers
and greater scale, efficiencies, and ROI for advertisers.
Correspondingly, Germany's largest sources of media and largest sources
of demand are adopting, at a faster rate than ever before, the technologies
that focus on the unique needs of the demand and sell side of the business.
This is propelling the German market into a new era of media and data
liquidity, profit, and advertising impact."
Based in London, Erich leads MediaMath’s sales and
technology adoption in EMEA. Prior to co-founding MediaMath, Erich was
executive director of media solutions at [x+1], where he and a team of entrepreneurs
founded a lucrative arm of the company, Media+1. Erich’s early career included
positions as director of development and then executive director for a civil
rights organisation in the US, before co-founding an organisation devoted to
the treatment and cure of blinding eye diseases.
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Gustav Mellentin, Co-Founder, CEO Adform
"RTB has unveiled a new wonderful world where advertisers are empowered to cherry pick and reject advertising opportunities in real time. But campaigns that actually reap the potential quantum leaps in performance are still in short supply. We believe platforms that seamlessly integrate data across online channels, facilitate tailored strategic bidding algorithms and dynamically optimise creative solutions will help bridge this gap going forward."
Gustav Mellentin is a co-founder of Adform and has been CEO
of Adform since the company was founded in 2002. Prior to founding Adform,
Gustav worked as a Management Consultant at Bain & Company in Stockholm and
held the position of Senior Analyst with Nordea Markets, Copenhagen,
specializing in the development of mathematical models fort he pricing of
structured financial products. Gustav holds an MBA from IMD (International
Institute for Management Development) and an MSc in Engineering from the
Technical University of Denmark. Gustav has been based in our London office
since 2009.
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Jay Stevens, VP and General Manager, the Rubicon Project
Charged with overseeing the international expansion efforts for the Rubicon Project, Jay brings more than ten years of interactive marketing and international business experience to his position. Before joining Rubicon in 2009, Jay was SVP of Audience at MySpace. Prior to that, Jay served as the director of International for Silverpop, the leading email marketing software and services provider, and greenfielded their business into the UK. He also served as the director of marketing for Radical Communication, where he drove the company's day to day marketing operations.
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André Pätzold Stv. Leiter Digital, Spiegel QC
André Pätzold ist seit 2010 als stellvertretender Leiter Digital unter anderem für die Bewertung der Relevanz neuer Technologien für die Vermarktung beim SPIEGEL QC verantwortlich.
Zuvor leitete Pätzold das Direktkundengeschäft von AOL in Deutschland.
Nach dem European Business Studium in Münster und Bordeaux startete er seinen beruflichen Werdegang bei der Bertsmann Music Group, bevor er zur L’Oréal Gruppe wechselte, wo er unter anderem die lateinamerikanischen Länder bei der Umsetzung von CRM- und Onlinestrategien beraten hat.
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