Marketing in Germany: Programmatic Advertising and the Ad Blocking Battle - eMarketer
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eMarketer Interview

Marketing in Germany: Programmatic Advertising and the Ad Blocking Battle

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An interview with

Ulrich Kramer

Managing Director, Pilot Hamburg

Topics: Advertising

Interview summary

The ad industry in Germany must contend with high rates of ad blocking despite new technologies for ad delivery. Ulrich Kramer, managing director of marketing and advertising firm Pilot Hamburg and vice chair of the digital media agency group Fachkreis Online-Medienagenturen (FOMA) at trade association Bundesverband Digitale Wirtschaft (BVDW), talked to eMarketer’s Marcus Plieninger about programmatic advertising, ad blocking and the importance of creativity.

Interview

eMarketer: What is so important about programmatic advertising?

Ulrich Kramer: It’s a transformation of digital advertising that leads to significantly greater efficiency with trending topic models, new delivery models, quality control and quality optimization of campaigns. [One result of programmatic is it creates a] strong boost for digital advertising. The quality of each ad impression can be significantly increased, making digital advertising more competitive compared to classical analog advertising. This makes it more attractive for many advertisers.