Q&A with Yieldlabs Marco Klimkeit
Earlier this week we announced the expansion of the inventory partner base for our demand-side platform. One of the latest inclusions is Yieldlab, a German, Hamburg-based SSP. This is an important step for us and our customers, especially those in the German market as the addition of a local SSP will expand the potential reach and, if managed correctly, further decrease media costs.
In this blog post we talk to Marco Klimkeit, CEO at Yieldlab, get to know the German RTB market better, learn how customers of Adform DSP can benefit from this partnership and more. Enjoy!
Hi Marco, what can you tell us about yourself and your experience with display advertising?
I founded my first technology company at the end of the 90s. We started by building the first in-house ad server for a media agency in Germany. In the following years, we produced a wide range of innovations in the online advertising industry, like re-targeting, which we integrated in 2003 into our technology. After selling the company to one of the largest agency groups, I founded Yieldlab in 2010, and created the first real-time-bidding and yield-optimization platform for publishers and media houses in Germany.
Please introduce us to Yieldlab and your key offerings?
Yieldlab develops and manages its own SSP, private-exchange and yield-optimization platform focused on the largest websites in the German market. We connect the inventory of our clients with a good combination of local and worldwide demand.
What kinds of clients are currently using your technology?
We work for large German publishing houses like Spiegel, but also for leading pure internet players with several high traffic websites. We are clearly focused on technology and services for the supply side.
How do the media, publishers, etc. benefit from using your technology instead of your competitors’?
We offer the publishers and media sales houses a connection to all relevant demand-side partners and have a strong local service and customization department for tailor-made solutions.
How do you see real-time bidding evolving over the coming years in Germany?
At the moment we are at the beginning of the biggest technology switch that ever happened in digital marketing technology. Static connections between two ad servers will be replaced by a dynamic network of intelligent systems over the next few years. I believe that automated systems powered by real-time APIs will change the whole non-guaranteed inventory business, with publishers gradually shifting away from ad networks and agencies.
Can you please describe the new partnership between Yieldlab and Adform – how does it work?
Yieldlab is always looking for new international technology partners to expand the European and local demand side of our platform. Adform is one of our first international partners that offers international agencies, as well as providing local German customers access to some of the biggest media brands in Germany. Adform integrated Yieldlab’s real-time-bidding API directly into its DSP and supports all requirements our publishers have regarding white- and black-listing at different levels and brand safety.
What do you expect of this new partnership?
Thanks to our partnership with Adform, we expect to grow the demand-side offering on our platform. A key benefit of the integration is providing German agencies an opportunity to connect to Yieldlab via RTB directly from Adform technology. Consequently, this partnership will enable us to participate in the growth of RTB in Germany on both the publisher and agency sides. We believe growing alongside Adform will be key in building up our business at the European level.
Thank you for your time, it has truly been a pleasure.