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Marketingbudgetierung 2027

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Open Programmatic vs. Walled Garden: Den GAFA die Stirn bieten

The article analyzes the tension between open programmatic advertising and GAFA-dominated walled gardens, highlighting how GAFA platforms helped cushion the corona-era ad downturn per ZAW. It notes that open markets struggle with lacking login data and rely on third-party data, while login alliances like NetID and Verimi aim to improve cross-platform targeting; Axel Springer is a member of both, and Telekom recently joined NetID, with NetID planning European expansion. Google offers user-friendly ad tools and automated campaign management, while Google Analytics and Facebook/Instagram provide cross-device measurement. Proposals to strengthen the open market include quality standards, unified formats, and simpler billing (e.g., CPV, Completed Views, TKP). The piece also argues for broader login alliances to enable cross-site targeting and frequency capping, and suggests a mixed approach where open-market campaigns are complemented by Walled Gardens.

Standort als chancenreiches Zielgruppenmerkmal in der Werbung

Geolocation is explored as a targeting attribute in advertising, detailing how marketers aim to reach audiences by where they go or reside. The article explains geofencing (encasing places by a radius or polygon) and storing the resulting audiences in a data-management platform, with targeting decisions made for immediate or later delivery. It notes that users can consent to sharing location data for advertising, and that GPS-enabled smartphones can reveal visits to shops, hotels, or events. It highlights Google’s capability to show visit frequency for locations such as cinemas and mentions that Android devices account for about 80% of the mobile market in the example. Adsquare is presented as a platform that aggregates location data from multiple sources for programmatic targeting, including cross-device matching, enabling drive-to-store campaigns as viable alternatives or complements to ecommerce advertising. The piece originates from the Netzwerke Reklame blog under the original title Mit Geofencing Zielgruppen genauer erreichen.