In a recent development, the Dutch AdTech firm, The Next Ad and a media holding company IPG Mediabrands signed a long-term partnership. It will help both companies co-innovate in the social advertising niche.
The Next Ad happens to be the only Facebook Marketing Partner in advertising technology in the Benelux. The company manages campaign performance on Facebook and Instagram for brands like Heineken, Catawiki, and CLUSE.
IPG Mediabrands, on the other hand, works with top brands of the world through its various labels such as Super Digital, Yune, and Traffic4U.
What both companies had to say?
Richard Smoorenburg, Chief Digital Officer IPG Mediabrands Nederland explained how IPG’s access to a variety of big brands and their in-house experts, and The Next Ad’s Adtech expertise makes this partnership especially interesting.
“As a media holding company, we work with in-house experts for many different brands, in order to obtain the best exposure and results from the (online) marketing activities. The Next Ad has this same mission, but then in the field of Advertising Technology. In order to achieve these results, it is important to use the right, smart technology for, among other things, optimization possibilities, but also to help us optimize the strategy and utterances using A / B and multivariate testing,” said Richard Smoorenburg.
The Next Ad, of course, prides itself on the Adtech software expertise it has acquired by serving e-Commerce and media and entertainment clients.
Sander Haarman, Chief Commercial Officer, The Next Ad had to say the following:
“The development of our platform is a continuous process and based on market experience. With our focus on e-commerce businesses and performance, we also offer agencies a technology that helps them further. The collaboration with IPG Mediabrands is proof of this, that technology helps companies further. Thanks to the collaboration, there is close contact between the two parties to further develop the platform on the basis of need and feedback, with the aim of continuously achieving better results. “-
What’s the reason behind the partnership?
Adtech is fueled by non-stop technological innovation.
“Europe’s overall Adtech spending projected to grow from last year’s $35 billion to $45 billion in 2019“, observed London-based Video Ad News. But growth is not a foregone conclusion for every type of ad tech and media company. It’s reserved for those who can move fast and collaborate more.
“The technology behind ad tech changes constantly, creating a need for new standards, best practices, and success metrics as often as every 18-24 months,” said Janis Zech, COO, and co-founder of Fyber, a mobile advertising technology company when asked about the current “state” of the ad tech market in Europe.
Which brings us to the point that the need to stay relevant and attain fast growth brought both IPG Mediabrands and The Next Ad together.
“The world has changed, so we too. We have redesigned the core of our business to ensure that we keep pace with a consumer who moves faster than ever before,” IPG Mediabrands.