Part 5: Advertising beyond walled gardens - Print with Adwanted

Part 5: Advertising beyond walled gardens - Print with Adwanted

As our series continues to promote media diversification beyond Walled Gardens, Adwanted has accepted the challenge to talk about print today. Every cycle announces the great death of traditional media, as we saw for TV in part 3 of our series , yet there is still a great trust and engagement coming with the Print as a channel. It brings the opportunity to a longer and more content-rich approach to media, which can lead to more consideration and loyalty. Gabrielle Oddone , Marketing Executive at Adwanted to help us understand why Print is a chooser. Lauriane Tiard-Caillaud from MMT [...]

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Part 4: Advertising beyond walled gardens - Audio with RMS

Part 4: Advertising beyond walled gardens - Audio with RMS

In our MMT guest interview with Elmar Stein we take a look at audio and especially at the exciting developments in digital audio. For the third post in our series, we are exploring how advertisers can diversify their media buying outside of walled gardens. Today, we will look at audio solutions in partnership with RMS. Elmar Stein , Head of Digital Sales at RMS , talks today about their audio solutions and the exciting new possibilities that digital audio offers. Lauriane Tiard-Caillaud von MMT in interview with Elmar Stein from RMS: Elmar, thanks, for taking the time, to [...]

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Part 5: Advertising beyond walled gardens - Print with Adwanted

Part 5: Advertising beyond walled gardens - Print with Adwanted

As our series continues to promote media diversification beyond Walled Gardens, Adwanted has accepted the challenge to talk about print today. Every cycle announces the great death of traditional media, as we saw for TV in part 3 of our series , yet there is still a great trust and engagement coming with the Print as a channel. It brings the opportunity to a longer and more content-rich approach to media, which can lead to more consideration and loyalty. Gabrielle Oddone , Marketing Executive at Adwanted to help us understand why Print is a chooser. Lauriane Tiard-Caillaud from MMT [...]

Part 4: Advertising beyond walled gardens - Audio with RMS

Part 4: Advertising beyond walled gardens - Audio with RMS

In our MMT guest interview with Elmar Stein we take a look at audio and especially at the exciting developments in digital audio. For the third post in our series, we are exploring how advertisers can diversify their media buying outside of walled gardens. Today, we will look at audio solutions in partnership with RMS. Elmar Stein , Head of Digital Sales at RMS , talks today about their audio solutions and the exciting new possibilities that digital audio offers. Lauriane Tiard-Caillaud von MMT in interview with Elmar Stein from RMS: Elmar, thanks, for taking the time, to [...]

What does a data scientist do?

What does a data scientist do?

Data science remains one of the most promising and in-demand career pathways for qualified people. Today's effective data professionals recognize that they must go beyond the traditional capabilities of large-scale data analysis, data mining, and programming. Companies recognized the need for data experts competent in organizing and analyzing enormous amounts of data in 2008, and the term "data scientist" was established. Effective data scientists are able to identify relevant questions, collect data from a multitude of different data sources, organize the information, translate results into solutions, and communicate their findings in a way that positively affects business decisions. These skills [...]

Part 3: Advertising beyond walled gardens - Connected TV with FreeWheel

Part 3: Advertising beyond walled gardens - Connected TV with FreeWheel

As we continue our series to discuss media diversification beyond walled gardens (WG), FreeWheel has accepted the challenge to talk about their connected TV (CTV) solutions. We would like to thank Stefan Beckmann , Commercial Lead Northern Europe, for helping us understand the benefits of CTV as the media to choose outside of WG. It is a trendy topic for many marketing teams with changes of behaviors that have impacted our society since January 2020. More homestay and fewer possible distractions have concentrated a lot of attention on new ways to interact with the audience through digital channels. 95% of [...]

What does a data integration manager do?

What does a data integration manager do?

Imon Bashir has been part of the MMT data engineering team as a data integration manager since 2018. In our interview, he gives us some insight into his daily work. Profile Name: Imon Bashir Job Title: Data Integration Engineer Education: B. A. in Business Informatics Hometown: Hamburg Years of Experience: 3 Part of the MMT team since: September 2018 How did you come to Mercury Media Technology? When I was a student, my studies comprised four areas: Mathematics, Software Development, Business Administration, and Information Systems. While it is hard to find a job that is solely built upon Mathematics, all [...]

TV attribution based on online activity data

TV attribution based on online activity data

Attribution modeling is used by advertisers to determine the value of different channels on their marketing, which helps them understand which channels provide the most benefit to their marketing campaign, and thus make better decisions about using them in the future. In the case of online advertising, the task is fairly simple. When it comes to offline advertising, such as TV, the task is much more complicated. Getting actionable metrics and insights is a challenge, due to the media break between TV and the web. In this article, an approach is presented that enables TV modeling to effectively allocate investments [...]

Women in Tech at MMT

Women in Tech at MMT

Despite decades of progress towards workplace equality, just 17% of the people working as ICT (Information and Communications Technologies) specialists across Europe in 2018 are female and only 5% of leadership positions in the technology industry are held by women . Why do women remain underrepresented in the technology workforce although the need for skilled employees is more obvious than ever? About that question, our Head of Marketing Vivian Reifschneider will talk about it with our employees Kavya Bharathappa , Nadinda Rachmat , and Daphne Clyne , all part of the software engineering team of MMT. We would like to [...]

How to manage your data for advertising?

How to manage your data for advertising?

Data is often compared to gold or oil but is arguably way similar to water on our planet. In that, it's abundant but almost never the way you would want it to be. It's usually very salty or murky, oftentimes highly polluted, and all in all not ready for consumption. In that sense, the ownership of data in itself doesn't necessarily hold any value. To extract true value from data a whole lot of processing is required. This is especially true for marketing where data sources are plentiful and atomistic. "To enable data-driven decision-making, i.e. to extract actionable insights from [...]

Part 2: Advertising beyond walled gardens - OOH with Adsquare

Part 2: Advertising beyond walled gardens - OOH with Adsquare

For the second post in our series we are exploring how advertisers can diversify their media buying outside of walled gardens. Today, we will look at Out of Home solutions in partnership with Adsquare. Thanks, Christoph Herwig , VP Global Marketing at Adsquare, for helping us understand what’s behind the data-driven Out of Home (OOH) transformation. Lauriane Tiard-Caillaud from MMT in interview with Christoph Herwig from Adsquare: Thank you Christoph for sharing your insights on OOH with us and our readers, and for talking to me today about how brands can be present in a variety of other media [...]



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