TLDR: new AGOF standard enables central tracking of reach, targeting and visibility in display advertising. Fantastic technical possibilities, will they be used? Transparency in digital media would be a big surprise. (A very big one.)
DMEXCO 14 - Bye bye leading trade fair. A review in 5 points
TLDR: Dmexco drowns in its own success and falls back into the online ghetto in the process. Online marketing relies on automation, the black box is getting bigger.
Interview: Taking media strategy into your own hands
TLDR: In an interview with HORIZONT, Willibald Müller advises advertisers to take back their planning and purchasing sovereignty. Ad server technology lowers the hurdles for strategy changes. More flexibility through own technical infrastructure. Horizon: .companion advises customers to review their media strategy. "The discussion about the role of media agencies has been reignited. .companion partner Willibald Müller sees their future as anything but rosy: Since targeting is not like [...]
"What's happening at Facebook is sobering".
TLDR: In an interview, .companion takes a clear position. For most brands, Facebook is not a dialog medium. Our own data and experience show: the 90/10/1 rule also and especially applies to social media. "Social" becomes Paid. The response from interested parties was corresponding.
Communication Cockpit as a Service
TLDR: The banking association successfully integrates its communications controlling. All KPI in one dashboard - as a service. .companion uses the reporting platform allmediacockpit.com and acts as a data agency.