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From left to right: Dmitrij Propp, Viktor Eichmann, Daniel Skoda and David Lange
listic understanding of RTB and are able to create outstanding results for our clients.” Sharing the same passion for programmatic advertising, the adlicious team is a trusted RTB trading desk which helps its clients to go beyond agency boundaries. adlicious realises efficient data-driven, programmatic display-, mobile- and video advertising campaigns, as well as Facebook advertising. They put special focus on design and expert-driven optimisation across all channels. “We believe that the decisive factor for a successful campaign is craftsmanship and constant questioning. After all, no algorithm is as smart as a human,”Viktor explains. Having access to all relevant technologies and media buying platforms, each client is sure to get the perfect set-up for their individual needs. Furthermore, with profile data of over 55 million unique users in Germany, adlicious is able to conduct wide-reaching, data-led campaigns.
The human factor in programmatic advertising The RTB (real-time bidding) marketplace is known for being fragmented and confusing. It is dominated by large digital marketing agencies and the skills shortage in the industry is omnipresent. However, an independent start-up company from Hamburg changes this notion with an innovative approach to RTB campaigns. TEXT: NANE STEINHOFF I PHOTOS: TIMUR OEZER (TIMUR O PHOTOGRAPHY)
adlicious’ slogan ‘we love doing RTB’ captures the team’s work ethics in a nutshell. Founded by Viktor Eichmann and David Lange, the agile RTB Trading Desk soon grew to include Dmitrij Propp and Daniel Skoda. All four bring expertise from various fields, from economic mathematics and statistic algorithms to profound experience
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with digital strategies in marketing agencies and on the publisher side. Founders Viktor and David met at a previous employer and soon decided that they“can do it better than others”, smiles Viktor. Since then, the dedicated team’s ideal combination of individual expertise makes them stand out from competitors. David says:“We all have a ho-
With over 1,000 RTB campaigns, their personal expertise in the field is extensive. Trivago, WeltSparen or SWK Bank are just a few of the names that work with adlicious. The overall goals in the project for SWK Bank were to generate more qualified traffic to the landing page and to sell more online loan deals. A challenge was to identify this specific target group, but adlicious were able to quickly find out how to affectively address the most suitable users with Semantic Twinning. Dmitrij concludes:“Our goal is to be a reliable partner for agencies and advertisers.” Daniel adds:“I’ve worked in the digital media industry for 15 years and based on this personal experience I can confidently say that we are doing a pretty good job.” www.adlicious.me
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