The aim of advertiser Cewe – Europe’s leading photo service was to generate a high reach and, above all, a broad presence at the time of year that is most relevant to the industry and generates the most sales. The Hamburg-based agency Pilot was commissioned to implement the campaign. As an innovative company, Pilot was keen to implement the customer’s request as efficiently as possible. Since Pilot had already made relevant and, above all, very positive experiences with programmatic inventory bookings in the past, a programmatic solution was again required in this case.

Using the multichannel demand side platform of our partner Active Agent, Pilot set up all relevant purchasing parameters within a very short time. On the other hand, the in the print industry well-known publisher pryntad provided all sales parameters via our multichannel Supply Side Platform SSP1. The parameters of both sides were compared in real time, and a programmatic booking was made within seconds. In total, the entire process took less than 30 minutes.

Thanks to Active Agent and our SSP1, pryntad was able to market advertising space from 8 different magazines including Gala, Brigitte, Brigitte MOM, Eltern, LandLust, Flow and hygge. With this campaign, Cewe reached over 11 million target group contacts.

This case shows that programmatic advertising is no longer just an online or DOOH topic. In the meantime, the advertising business of newspapers and magazines is also technically connected to the programmatic ecosystem and brings advertisers and publishers closer to the advantages of automated processes, targeting and transparent reporting.