Adjust Digital

Appsflyer shifts more responsibility to Berlin

Appsflyer reorganized regional responsibilities by expanding operational and sales leadership in its Berlin office. Menso de Buhr will become Regional Manager DACH, taking responsibility for the German-speaking market; Frederik Lanwer and Maria Yoffe will run EMEA West sales functions from Berlin as Sales Director Enterprise EMEA West and Sales Director EMEA West, respectively. All three report to Alexia Nakad, General Manager Western Europe and Middle East. The Berlin office (~20 employees) will take on greater influence over enterprise sales and account management to bring measurement, data work and activation closer to local markets, with DACH highlighted as a strategic market for Appsflyer.

CTV Advertising Enables Full‑Funnel Marketing

The article argues that connected TV (CTV) has evolved from an awareness-only channel into a full-funnel marketing lever thanks to improved targeting, measurement and interactive ad formats. It cites industry studies and benchmarks showing CTV’s high completion rates (>95%), strong upper-funnel lift in omnichannel campaigns, and growing use of first-party and behavioral targeting. The piece outlines how CTV can support consideration (sequential creative, QR scans, add-to-cart interactions) and conversion (cross-device/household attribution, assisted app installs), and recommends matching KPIs to funnel stage and integrating CTV into cross-screen strategies. Survey data referenced indicates many marketers plan to increase CTV budgets if measurement improves and that measurement infrastructure (first-party data, cross-screen attribution, household IDs) is enabling lower-funnel measurement.

Roqad: Pioneering Privacy-First Identity Solutions for AdTech

Roqad is an identity-focused adtech company that builds privacy-first identity solutions for anonymized users and cookieless environments. The About page describes the company’s mission to address multi-device fragmentation and churn by providing tools and insights for identity resolution while complying with global privacy regulations. The page profiles senior leadership and sales/execution teams, including Co-Founder & CEO Carsten Frien and other executives with backgrounds across adtech, data, and product (LiquidM, madvertise, Adjust, Quantcast, Anonos, Verve Group, Zeotap Data, Advendio). It also references a commercial/organizational change tied to Zeotap Data and emphasizes partnerships and data-product development for programmatic and social advertising ecosystems.