ZANATTA Media

KKH Awards Media Account to add2 After Public Tender

KKH Kaufmännische Krankenkasse has awarded its media account to Düsseldorf-based agency add2 following a public tender. The contract runs initially for four years and tasks add2 with developing advertising strategies, planning and managing campaigns, and supporting market monitoring with a focus on new customer acquisition and communicating to existing policyholders. add2 replaces Zanatta Media (Berlin). Nina Beye, Head of Brand Communication at KKH, emphasised add2’s data-driven expertise and ability to reach digitally oriented audiences. The article notes KKH’s scale — about 1.5 million insured, roughly €8.7 billion household volume and around 4,000 employees — and that add2 has recent experience on public-sector assignments such as expanded work for the Bundespresseamt since last autumn.

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.