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Aktuell: UIM Experte
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Zum aktuellen Blog-Flash

UIM zeigt auf dem Admanagerforum Lösungen für Post Cookie Ära

Events
von Kay Städele
| 02. April 2019
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© Admanagerforum A. Schott
UIM Experte Alwin Viereck spricht in Berlin zur Post Cookie Ära
© Admanagerforum A. Schott

Am 14. März 2019 fand das Admanagerforum "AdOps Forum Supply" in Berlin statt. Admanager aus Deutschland, Österreich und der Schweiz tauschten sich zu den aktuellen Themen der Vermarkter-Branche aus. Das Admanagerforum ist die deutschsprachige Plattform zum Informationsaustausch für Experten aus den Bereichen Ad Operations, Programmatic, Ad Management und Ad Technology.

Alwin Viereck, Head of Programmatic Advertising & Ad Management bei United Internet Media, leitete nach der Mittagspause die zweite Session mit dem Titel "Online Advertising in der Post Cookie Ära". Ein hochrelevantes Thema, denn ein beträchtlicher Teil des Umsatzes von Online-Werbung wird mit Hilfe von Cookies erzeugt. Durch das Aktivieren von Adblockern und Browser Plugins bei Firefox und anderen Browsern werden Drittanbieter gesperrt und Tracker blockiert. Zusätzlich wird der Einsatz von Cookies durch die Datenschutzgrundverordnung und die geplante ePrivacy-Verordnung streng reguliert. Diese Schwierigkeiten für die Verwendung von Cookies erläuterte Alwin Viereck in seiner Session. Aber vor allem zeigte er Lösungsstrategien für Werbetreibende auf, um auch in der zukünftigen "Post Cookie Ära" erfolgreiches Online Advertising betreiben zu können.

Im Blog-Flash gibt Alwin Viereck Insights vom Event:

1.    Welche Thesen der Session erzeugten die stärkste Reaktion im Publikum?
Ich denke, die Tragweite der aktuellen Entwicklungen in Richtung „Welt ohne Cookies“ hat in diesem Maße am meisten Reaktion ausgelöst. Ohne Identität, keine Daten. Ohne Daten, kein Demand. Ohne Demand, kein Umsatz. In der Session konnten wir sehr konkret alle wesentlichen Herausforderungen aufzeigen und auf den Punkt bringen, was ein ganzheitliches Bild geschaffen hat.

2.    Können Sie Lösungsstrategien für Online Advertising in der „Post Cookie Ära“ aufzeigen?
In jedem Fall. Auch wenn die aktuellen Veränderungen in Richtung Post Cookie Ära dramatisch sind, so gibt es ein ganz klares Bild der Lösungsbausteine und was am Markt für deren Operationalisierung zu tun ist. Hierzu gehören insbesondere eine persistente ID, ein Server-to-Server Bidding, die First Party AdDelivery sowie datenschutzkonforme Datenhaltung und ein effektives Permission Management.
Es gilt, zeitnah alle an einem Strang zu ziehen. Genau aus diesem Grund teilen wir unsere Erfahrungen, Strategien und Lösungsansätze mit dem Markt und werben für ein gemeinsames Vorgehen.

3.    Besucher nutzen die Mittags- und Kaffeepause gerne für Diskussionen. Welche Branchenthemen stehen gerade im Fokus?
Die diskutierten Themen sind im Kontext der Teilnehmer, Referenten und der Veranstaltungsagenda zu betrachten. An dem Event haben vor allem AdOperations Kollegen der Supply Side teilgenommen. Daher drehten sich die Diskussionen  um Programmatic, holistische Yield Management Ansätze, Optimierungen der AdTech Stacks, Walled Gardens sowie Data und Targeting im Rahmen der EU-DSGVO.

Die nächsten Events mit UIM Experten auf der Bühne sind die d3con und die DEX. Im Rahmen der d3con in Hamburg spricht CEO Rasmus Giese  auf dem OWM Panel "Deep Dive Third Party Data & Datenqualität". Details erfahren Sie auf unserer Event-Seite.

#Messen / Kongresse
#Programmatic Advertising
Zum Autor

Kay Städele
Expert Media, Marketing & Data PR | UIM

Alle Beiträge von Kay Städele

 

Tags

  • #agof daily digital facts
  • #Award
  • #BVDW
  • #CEO Insight
  • #Commerce Media
  • #Der Case - UIM Fallstudien
  • #Digital Dialog Insights
  • #Display Advertising
  • #DMEXCO
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  • #E-Mail Marketing Serie
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  • #GMX
  • #IAB
  • #IVW
  • #Journalismus
  • #Journalistenumfrage
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  • #Mobile
  • #Multi Screen
  • #Nachgefragt
  • #Native Advertising
  • #netID
  • #Programmatic Advertising
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  • #Reichweite
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  • #Social Media
  • #Studien
  • #Targeting
  • #Tracking
  • #Vermarktung
  • #Viewability
  • #WEB.DE
  • #Werbewirkung
  • #Zahl des Monats
  • #Österreich

 Kontakt
Jörg Fries-Lammers

Jörg Fries-Lammers

Leiter Portal PR

 +49 (0) 721 91374-4550

 presse@united-internet-media.de

Callback

Kay Städele

Kay Städele

Senior PR Manager

 +49 (0) 721/91374-1848

 presse@united-internet-media.de

Callback

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