JOM Group vs OMD

Whitepaper: Wie Sie Ad Fraud erkennen und Werbebudgets schützen

Neues Whitepaper der JOM Group zum Thema Ad Fraud: Hohe Reichweiten, starke Klickraten und gute Conversion-Werte sehen im Reporting überzeugend aus. Doch was, wenn ein Teil davon gar nicht von echten Nutzer:innen stammt?

Cheapest Media Contact Can Be Most Expensive

A Talking-Heads column by Katharina Wildau (JOM Group) published on Horizont argues that media planning's narrow focus on cost-per-contact and short-term efficiency can be counterproductive. Wildau, a member of JOM Group's management, explains why the cheapest audience contacts may deliver lower long-term value and higher overall costs, and urges media planners to adopt a broader definition of efficiency that accounts for reach quality, campaign effectiveness, and strategic goals.

• Article published on August 26, 2026.
• Author is Katharina Wildau, member of the management (Mitglied der Geschäftsleitung) at JOM Group.
• Column argues that the lowest-cost media contacts can be the most expensive when accounting for long-term effectiveness and quality.

Retail Media Is Not a New Channel

Katharina Wildau, Managing Director of the JOM Group, published a commentary on Horizont arguing that the industry debate around Retail Media is being framed incorrectly. In the column she contends the decisive strategic question — what role Retail Media should play — is often answered wrongly. The piece notes that a few years ago Retail Media was seen as the retail sector's big hope and that today it has become one of the fastest-growing advertising markets. The article is presented as a Talking-Heads column and reflects an industry perspective rather than new empirical research.

• Column titled 'Retail Media ist kein neuer Kanal - es ist ein neuer Denkfehler' published on Horizont on 2026-07-23.
• Authored by Katharina Wildau, who is identified as Geschäftsleiterin (Managing Director) of the JOM Group.
• Author argues the debate on Retail Media is misframed and that the strategic question of Retail Media's role is often answered incorrectly.

Screen On Demand names UK country manager

Screen On Demand (SoD) is launching a dedicated UK operation based in London and has appointed Dan Ward as Country Manager UK to lead the local team and grow the British business. The Munich-founded adtech provider offers cross-device high-impact advertising and combines data management, creative services and media distribution on its platform, with campaign delivery across mobile, web, DOOH and Connected TV. SoD says it has run campaigns for international clients in the UK for years and will now scale the market with a local subsidiary. The company — founded in 2017 and employing about 60 people (roughly 50 in Germany) — already operates offices in Vienna, Paris and Stockholm in addition to German locations.

• Screen On Demand (SoD) appoints Dan Ward as Country Manager UK to build its UK operation from London.
• SoD will establish a local UK team and a UK legal presence to grow business beyond existing campaign work in the market.
• SoD offers cross-device high-impact advertising combining data management, creative studio output and media distribution; channels include Mobile, Web, DOOH and Connected TV.

Georgia‑Pacific Builds In‑House Programmatic Team

Georgia‑Pacific spent nearly four years building an in‑house programmatic media operation to gain transparency and control over digital spend. Javier Bustillos, who runs national media and marketing analytics for Georgia‑Pacific brands, led a phased rollout that began with a single brand and channel as a test. The company consolidated programmatic spend with a small group of partners (using Yahoo as its primary DSP and supplementing with Google DV360, The Trade Desk and Amazon), requires log‑level data and contracts regular media audits. OMD remains media agency of record for holistic strategy and TV, while the in‑house team focuses on programmatic buying, search, social, MMM, A/B testing and sales‑lift analysis. CTV buying remains a work in progress, so a hybrid in‑house/agency model persists.

• Georgia‑Pacific built an in‑house programmatic media operation over nearly four years.
• Javier Bustillos runs national media and marketing analytics for Georgia‑Pacific brands.
• Georgia‑Pacific consolidated programmatic spend and uses Yahoo as its primary DSP for national buys, with Google’s DV360, The Trade Desk and Amazon in the mix.