Self-serve Archives - DanAds

Meet our New Project Manager – Oscar Lockne

Jessica Chu — Mon, 10 Mar 2025 09:55:14 +0000

Could you tell us a little bit about your role at DanAds?
As a project manager it’s my responsibility to manage planning and organizing projects to ensure they are within budget, on time and within scope.
What did you do before you started this position?
I spent ten years at Swedish payment provider Klarna, at which I had many different roles, mostly in B2B. Started off in Service Center, moved on to partner management working towards PSPs (payment service providers) and eventually ended up in Product Management.
What inspired you to pursue a career in Adtech?
Adtech is a space with immense potential. Pair that with an interesting product and company that wants to grow and you’ve got yourself a pretty cool adventure!
What’s the best thing about being part of the DanAds team?
Everyone I’ve had the pleasure to work with so far are very solutions oriented and want to do the best possible job. On top of that, the atmosphere in the office is great.

Five Fast Questions

Where are you from?
Stockholm, Sweden

What’s your favourite music?
It changes quite a bit from week to week.
One week I’ll be deep into 80s music, the next I can’t stop listening to Swedish indie-rock and all of a sudden it’s 2000s trance.
I listen to pretty much anything.

What’s your favourite way to unwind?
Hangout with family and chat nonsense with friends.
I love sports – so if there’s any football, Formula1 or golf I’ll probably end up watching whatever is on. I’ll even watch the Darts world championship.
What’s your favourite dessert?
Marängsviss! or blueberry pie…
Where’s your next destination you’d like to visit?
I have two trips planned so far this year, London in March and Thessaloniki in May.
Outside of the already planned, It’d be nice to go somewhere in southern Italy.

The Rise of Digital Retail Media

Jessica Chu — Mon, 17 Feb 2025 10:23:53 +0000

As consumption has shifted from physical to digital channels, retail platform owners have realizedd the immense potential for a new kind of retail media. Where traditional retail media has focused on in-store signage, digital retail media uses first-party data to accurately track performance and conversion. Digital retail channels like e-commerce, food delivery, ride-sharing and more are now leaning into a highly profitable business that supports their core mission: advertising.

The core advantage of digital retail media is the ability to leverage first-party data, which can be gathered through retail loyalty programs, apps, and so on. In-depth consumer knowledge allows digital retail media to be more targeted and relevant with its messaging, and to accurately track how audiences interact with campaigns.

Apps and user experiences

A strong example of a brand using digital retail media is Philips, the health and lifestyle conglomerate. In 2017 Philips acquired the leading app for pregnant women, Pregnancy +. The acquisition provided them with access to more than 25 million users, and the opportunity to market Philips products in a controlled and brand-safe environment. The brand partnered with adtech company DanAds to create an internal campaign tool, allowing Philips and select partners to manage in-app ads in a strategic and structured way.

Enhanced tracking and analytics

Digital retail media also offers advanced tracking and analytics capabilities. Retailers can monitor the performance of their ads in real-time, making it easier to optimise campaigns for better results. This level of transparency and control was unimaginable with traditional in-store media. By analysing metrics such as click-through rates, conversion rates, and return on ad spend (ROAS), retailers can make data-driven decisions that maximise their advertising investment.

Integration with e-commerce

Online marketplaces like Amazon, Alibaba, Walmart, Target, and others have developed sophisticated advertising ecosystems that allow brands to reach shoppers at various stages of their purchasing journey. Sponsored product ads, display ads, and video ads can be strategically placed to capture consumer attention and drive sales. This integration not only boosts revenue for retailers but also enhances the shopping experience for consumers.

For example, Walmart has emerged as a dominant force in the retail media landscape, leveraging its massive customer base and online presence to create a powerful advertising platform for brands. Walmart Connect, their flagship retail media platform, is steadily evolving to offer more self-serve features and automation capabilities, making it easier than ever for advertisers to reach Walmart’s vast audience. Notably, Walmart Connect offers a variety of ad types, including sponsored products, display ads, and even in-store ads displayed on self-checkout screens. Their self-serve display ad platform allows advertisers to build, launch, and manage their own campaigns across Walmart’s website and app, providing greater control and flexibility. By integrating automation, Walmart streamlines campaign setup and management, making it easier for advertisers to get started. Furthermore, their commitment to removing minimum spend thresholds opens up opportunities for smaller businesses to leverage the platform and reach Walmart’s massive customer base. As Walmart continues to invest in its retail media network, with a focus on expanding its offerings and improving the advertiser experience, it’s clear that they are a force to be reckoned with in the retail media landscape.

Companies like Walmart, Target and Amazon are making significant investments in their self-serve retail media offerings, making it easier than ever for advertisers to reach their massive audiences and leverage their valuable first-party data.

Mobility media

Another notable example of digital retail media in action comes courtesy of Uber. The company has integrated advertising into its ride-sharing and food delivery services through Uber Eats. By using first-party data from its vast customer base – over 150 million monthly users – Uber can deliver targeted ads to riders and eaters based on their preferences and behaviour. To date, ad-compatible experiences have been rolled out in more than 35 countries. In some markets, Uber even provides tablets in their vehicles, which are equipped with infotainment and ads.

“In the U.S., we spend about eight hours a week in the car. Today, we are sitting behind the wheel — but in the future, with Uber and with self-driving cars, we won’t do that… Now, we have eight hours where we consume content. With our in-car tablets, we are basically stepping into that new, exciting idea of the car becoming the living room — a new kind of entertainment centre — and therefore also a new way of how you consume advertising.” – Dr. Mark Grether, VP of Uber Advertising.

In closing: the rise of digital retail media is changing how retailers advertise and leverage their user base. Using first-party data, advanced analytics, and integrating with e-commerce, retailers can create effective ad campaigns that engage customers and boost sales. Examples from companies like Philips and Uber show how powerful and targeted digital retail advertising can be. As technology advances and consumer behaviour evolves, retail media will become even more important, offering new ways for brands to connect with customers in a crowded space.

Here are some resources to stay up-to-date with the rise of digital retail media:

Subscribe to the monthly DanAds newsletter, packed with insights and invitations to industry events

Watch an on-demand webinar about the rise of retail media and its impact

DanAds is now Great Place to Work® Certified

Jessica Chu — Tue, 04 Feb 2025 13:40:40 +0000

Why this certification matters

The Great Place to Work® Certification is more than just a badge of honor; it is a testament to the strong values and culture we uphold at DanAds. This certification is based on anonymous employee feedback about their workplace experiences, assessing key factors such as trust, leadership, camaraderie, and fairness. Achieving this recognition means that our employees genuinely feel valued, heard, and supported.

A truly great workplace is one that prioritizes psychological safety, where employees feel comfortable expressing their ideas, taking risks, and voicing concerns without fear of retaliation or judgment. Research shows that when employees feel safe in their environment, engagement, creativity, and productivity increase significantly. At DanAds, we are dedicated to fostering an atmosphere where our team members feel empowered to share their perspectives, challenge the status quo, and contribute meaningfully to the company’s growth.

The Core values that drive us

Our certification as a Great Place to Work aligns perfectly with the core values that shape our company culture:

Commitment: We stand by our promises, ensuring integrity and excellence in everything we do.
Know-how: We take pride in our expertise and continuously strive to grow, learn, and innovate.
Transparency: Open and honest communication is at the core of how we operate, both internally and externally.
Friendship: We foster a workplace built on collaboration, trust, and genuine relationships.
Open-mindedness: We embrace new ideas, challenge the status quo, and adapt to evolving needs.

Creating a safe and inclusive work environment

At DanAds, we recognize that a safe work environment goes beyond physical safety; it includes emotional, social, and intellectual safety. We actively create a culture of mutual respect, inclusivity, and trust, ensuring that all employees feel comfortable being their authentic selves at work.

Key elements that contribute to this safe and thriving workplace include:

Encouraging open dialogue – We promote an environment where employees feel confident to provide feedback, share ideas, and ask questions without fear of criticism.
Zero-tolerance for discrimination – We are committed to diversity, equity, and inclusion, ensuring a workplace free of bias, harassment, and unfair treatment.
Supporting employee well-being – Mental health, work-life balance, and professional development are integral to our culture, and we continuously seek ways to support our team members in these areas.
Empowering leadership – Our leaders prioritize mentorship, recognition, and personal growth, fostering a culture of trust and encouragement.
Understanding one another’s ways of working: A cohesive team is built on mutual understanding and effective communication. We encourage workshops and discussions where employees can share their preferred working methods, strengths, and areas for improvement. This transparency helps team members better understand each other, establish boundaries, and develop healthier working relationships, reducing potential conflicts.
Celebrating team wins: A strong workplace culture is one that recognizes and celebrates achievements – big or small. We encourage acknowledging team and individual accomplishments through shoutouts, celebratory events, and simple gestures of gratitude. This boosts morale, strengthens team bonds, and reinforces the understanding that everyone plays a vital role in our collective success.

What’s next for DanAds?

“At DanAds, we have always believed that a company is only as strong as its people. Our mission has always been to create an environment where every employee feels valued, empowered, and inspired to bring their best selves to work every day. This certification reinforces our commitment to fostering a workplace culture based on trust, innovation, and collaboration. To everyone at DanAds who contributed to this achievement: Thank you! ” – Itsvan Beres, Co-founder & CEO, DanAds

This Great Place to Work® certification is just the beginning! As we celebrate this milestone, we remain committed to strengthening our culture, listening to our employees, and finding new ways to enhance the DanAds experience. Our goal is to make every employee feel seen, heard, and appreciated, ensuring that DanAds remains a workplace where people love to work and grow.

CES 2025: AdTech Recap

Jessica Chu — Tue, 21 Jan 2025 09:53:11 +0000

Our team recently returned from the Consumer Electronics Show (CES) in Las Vegas. With more than 140,000 attendees and 4,500 exhibitors, the event has reached an astonishing scale. At DanAds, we’re particularly focused on the ad tech developments that are shaping the industry. Here are our top three takeaways for the year ahead, based on our experience at the show.

AI Takes Center Stage

No surprises here – AI was the dominant topic across the show floor. With media and advertising companies heavily investing in large language models (LLMs) and more, CES 2025 was an opportunity to showcase the tangible outcomes of these massive AI initiatives. However, many of the most-hyped applications remain in their infancy. For example, searchable TV, which aims to let viewers identify and purchase products shown on their screens directly through a smart device, is still in its early stages.

A thought-provoking quote from marketer Greg Swan captured the zeitgeist: “How long will saying your product has AI be a marketable attribute? In the coming years, it could be that saying your product has AI will be as blasé as saying it runs on electricity.”

One particularly compelling panel, titled “Escaping the AI Echo Chamber,” explored how the widespread adoption of generative AI risks homogenizing brand advertising. AI-generated imagery, for instance, often carries a certain sameness – the result of overly generic prompts and large models trained on similar datasets. This means advertisers relying on the same AI tools can produce ad creatives that look strikingly alike, undermining efforts to help brands stand out. The panel’s key takeaway? Advertisers must adopt more specific approaches, tailoring AI tools to reflect their unique brand language while balancing utility with originality.

Big Brands Unite

Getty and Shutterstock, two of the largest stock photography companies, used CES to announce an upcoming merger. Stock photography and footage remain essential to most low- and mid-level advertising efforts, but the rise of generative AI has introduced uncertainty to the future of stock imagery companies.

Tools like Canva now integrate AI-driven image creation, yet these systems rely on licensed libraries such as Getty and Shutterstock to function. This suggests that stock imagery isn’t going away, but the business model will soon look very different. The merger is expected to deliver $150 million in cost savings within three years for the combined company.

More news from big brands: Disney Advertising used CES to announce that their number of ad-supported monthly active users (MAUs) has reached 157 million worldwide. This is a sum of users across Disney’s media portfolio, including Disney+, Hulu, and ESPN+, who have viewed ad-supported content, and multiplied by the average number of viewers per household (2.6). And of course, Disney also touched upon AI, launching Disney Select AI Engine which promises advertisers sequential messaging and custom lookalike audiences, among other new AI-powered features.

Cars as Ad Platforms

For years, we’ve observed Uber’s expansion into advertising, starting with food delivery apps and now focusing on cars themselves as ad platforms. Uber’s JourneyTV, for example, uses in-car screens to deliver personalized ads based on the passenger’s destination and profile. CES 2025 demonstrated that self-driving cars are rapidly becoming mainstream, raising the question: how soon will autonomous vehicles also serve as advertising channels?

A few years ago, Dr. Mark Grether, former VP of Uber Advertising, shared his vision: “In the U.S., we spend eight hours a week in the car. Today, we’re sitting behind the wheel – but in the future, with Uber and with self-driving cars, we won’t do that. Now, we have eight hours where we consume content. With our in-car tablets, we are basically stepping into that new, exciting idea of the car becoming the living room – a new kind of entertainment center – and therefore also a new way of how you consume advertising.”

At CES 2025, that idea of the car as an entertainment center seemed closer than ever.

Do you want to stay on top of all of our insights and events? Sign up to the DanAds newsletter and never miss a beat.

Meet our new Project Manager – Fredrik Westerlund

Jessica Chu — Mon, 20 Jan 2025 08:00:34 +0000

1. Could you tell us a little bit about your role at DanAds?

As a Project Manager at DanAds, I collaborate with many talented teams and together, we onboard new clients and ensure our innovative solutions are successfully rolled out.

2. What did you do before you started this position?

Before joining DanAds, I recently contributed to the successful development and launch of a comprehensive influencer marketing platform, delivered as a white-label solution for publishers. Prior to that, I worked at a leading publishing house and owned an advertising agency. My experience spans marketing, product development, customer support, and team management.

3. What inspired you to pursue a career in adtech?

Adtech intrigued me because it sits at the intersection of creativity and technology, offering endless possibilities in a constantly evolving industry. I’m passionate about how it empowers brands to connect with their audiences in meaningful ways, and being part of that journey is incredibly fulfilling.

4. What’s the best thing about being part of the DanAds team?

The best part of being at DanAds is the collaborative and supportive atmosphere where everyone is driven to deliver the best for our clients. The company culture fosters innovation, and working with such talented colleagues on cutting-edge projects makes every day exciting.

Five Fast Questions

Where are you from?

I was born in Malmö, Sweden and after living in different cities I have currently settled down in a small town outside Malmö.

What’s your favourite music?

I enjoy a wide range of music genres, from country and hip hop to reggae – it all depends on my mood.

What’s your favourite way to unwind?

My favourite way to unwind is by spending quality time with my family and staying active through sports, whether watching, coaching or playing.

What’s your favourite dessert?

My favourite dessert is definitely ice cream.

Where’s your next destination you’d like to visit?

Japan is at the top of my travel list, and I’d love to have the chance to explore this fascinating country someday.

Top Media & Advertising Predictions for 2025

Jessica Chu — Mon, 30 Dec 2024 10:13:18 +0000

The media landscape is undergoing unprecedented shifts, driven by rapid advancements in technology, evolving consumer behaviors, and the ever-growing demand for sustainable practices. By 2025, global ad revenues are expected to surpass $1.1 trillion, building on the milestone of $1.04 trillion in 2024, according to GroupM. This growth of 9.5% highlights the accelerating shift towards digital advertising, which is projected to dominate the industry by accounting for over 70% of total ad spend.

In this dynamic environment, staying ahead of trends is not just advantageous – it’s essential for survival and growth. To gain deeper insights, we sat down with Johan Liljelund, Chief Information Officer and Executive Vice President at DanAds, to discuss his views on the key challenges and opportunities shaping 2025.

Johan, as we look toward 2025, what do you see as the biggest challenges facing the media industry?

Johan: “2025 will undoubtedly be a year shaped by a continued tough global financial climate. Global ad revenues are anticipated to reach $1.1 trillion by 2025, reflecting an annual growth rate of 9.5%. However, this growth will not come without challenges. Rising operational costs and increased competition will make efficiency critical. Automation and streamlining will be essential, not just as cost-saving measures, but as ways to create scalable operations that don’t compromise margins. AI will play a significant role, but it must be used thoughtfully where it can deliver real value.”

Where do you think AI will have the greatest impact in the industry?

Johan: “AI is expected to be transformative in 2025. Its greatest impacts will be seen in content creation, campaign optimization, and personalizations. Programmatic advertising, which is expected to account for $725 billion of global ad spend, will benefit enormously from AI advancements. For instance, predictive algorithms can enhance ad performance by up to 40%, enabling advertisers to achieve better results with fewer resources. As a European tech company, however, we also face challenges related to regulations like the AI Act, which will shape how we compete globally.”

How are consumer expectations influencing the media industry?

Johan: “Consumer behavior is evolving rapidly. By 2025, 73% of consumers are expected to prefer personalized advertising, while 85% will demand seamless multi-platform experiences. This means media companies need to invest heavily in creating unified, high-quality experiences that engage audiences wherever they are. Devices and platforms are evolving, adding complexity but also offering opportunities for those who can adapt quickly to changing consumer preferences.”

How do self-serve advertising platforms fit into the media landscape of 2025?

Johan: “Self-serve advertising platforms are becoming indispensable as publishers and advertisers look for efficient ways to manage campaigns. At DanAds, we empower publishers to offer these platforms, putting advertisers directly in control of their campaigns while reducing operational bottlenecks. With self-serve solutions projected to drive $60 billion in ad spend by 2025, the demand for these platforms will only grow. They enable transparency, scalability, privacy, and independence, key elements for thriving in a competitive market.”

Sustainability has become a buzzword in the industry. How important is it for media companies in 2025?

Johan: “Sustainability is a non-negotiable priority for 2025. Over 65% of consumers say they are more likely to support brands that adopt sustainable practices. Media companies must align their strategies with this trend. At DanAds, we’re advancing sustainability in advertising through initiatives like TripAdvisor Ad Express, which integrates eco-conscious solutions into digital campaigns. These efforts not only reduce environmental impact but also meet the rising demand for ethical advertising practices. From a technology perspective we believe that creating direct connections between buyer and seller, hence reducing the intermediaries, will reduce the need for computing which also will be seen as a more sustainable alternative.”

What advice would you give to companies trying to stay competitive in this complex environment?

Johan: “Continuous learning and adaptability will define the winners in 2025. Companies must invest in cross-functional collaboration and technology to gain actionable insights. With 80% of advertisers planning to increase investments in first-party data, having robust systems to manage and leverage this data will be critical. Privacy regulations will tighten further, making compliance a priority, but those who navigate these challenges effectively will gain a competitive edge. As a Publisher that wants to future proof their advertising business, cutting costs will not do it. You need to invest in the future.”

What is one thing you hope to see change in the advertising industry this upcoming year?

Johan: “ A crucial shift needed in the advertising industry in 2025 is a move towards radical simplification. While advancements like AI and automation offer incredible potential, the industry has become increasingly complex, burdened by intricate terminology and convoluted workflows. This complexity hinders efficiency, transparency, and ultimately, the ability to deliver truly impactful campaigns.

It’s time to make things simpler for everyone. The industry must do the grunt work to clean up the mess of intermediaries and processes it has created. By embracing streamlined processes, intuitive tools, and clear communication, advertisers and publishers alike can navigate the landscape with greater ease and agility. This simplification fosters collaboration and unlocks new levels of creativity and innovation. By removing unnecessary barriers and embracing user-friendly solutions, the industry can create a more accessible and efficient advertising ecosystem that benefits all stakeholders.”

Final Thoughts from Johan

“The future of media and advertising lies in striking the right balance between innovation and operational efficiency. Whether it’s AI, automation, sustainability, or self-serve platforms, the companies that succeed will be those that approach these trends with strategy and adaptability. Focus on the business itself and then let technology be the enabler instead of the other way around. 2025 will be a year of transformation, and I’m optimistic about the industry’s ability to rise to the challenge.”

Looking to lead in 2025? DanAds is the leading provider of self-serve advertising platforms, empowering publishers and advertisers to simplify campaign management and achieve greater efficiency. Discover how our solutions can transform your approach to advertising today.

Getting Smart About Streaming – Insights from the CTV Ad Days Mena Panel

Jessica Chu — Thu, 19 Dec 2024 15:30:13 +0000

Remember when “smartphones” were groundbreaking? Now, they’re just called phones. The same evolution is happening with smart TVs. With built-in access to streaming services, these devices have become the standard – we’ve dropped the “smart” label and simply call them TVs. But how are they reshaping the streaming landscape, and what does this mean for viewers, platforms, and advertisers?

At CTV Ad Days MENA in Dubai, this transformation took center stage during a recent panel discussion featuring Marie-Lou Penin, Head of Marketing at DanAds, and Ashok Namboodiri, Chief Business Officer (International Business) at ZEE Entertainment. Moderated by Chris Redmond, the conversation explored trends, challenges, and innovations in the Middle East and North Africa, one of the world’s most dynamic entertainment markets. The event was sponsored by DanAds and MBC Media Solutions among others. Here’s what you need to know.

1. A Diverse Region With Different Priorities

The MENA region’s diversity of cultures and economic development drives unique dynamics in the streaming world. Firstly, Ashok highlighted a contrast he’s observed at ZEE Entertainment, an Indian media conglomerate:

In India, affordable data and the popularity of sports programming drive connected TV growth, making cost-efficiency a priority. Indian mobile data is some of the cheapest in the world.

However, in the Middle East, premium content and innovative solutions lead the charge, capturing consumer attention through high-quality programming. Major Western players are fighting for market share, with Netflix releasing content like Love is Blind: Habibi to appeal to MENA audiences.

“As a marketer, I believe there are only two strategies: cost-led or innovation-led,” Ashok said. Both approaches prioritize relevance and content quality, ensuring experiences resonate with audiences. Publishers in these markets are turning to scalable, automated solutions to simplify ad buying, making it easier for advertisers of all sizes to participate.

Furthermore, Marie-Lou also highlighted how DanAds, a self-serve advertising technology company, is helping media brands capitalize on the rapidly growing digital advertising market in MENA, which is projected to reach $45 billion by 2032.

DanAds collaborates with leading brands in the region, including MMS, the exclusive advertising representative of the Saudi Sports Company. This partnership is particularly significant as Saudi Arabia was recently confirmed as the host for the 2034 FIFA World Cup, underscoring the region’s growing prominence in sports and entertainment. Moreover, DanAds has also reported on the record-breaking ad spend on streaming TV during the 2024 Olympics, a trend that Marie-Lou anticipates will continue.

2. The AVOD and FAST Revolution

Ad-supported streaming is booming, thanks to models like AVOD (Advertising-Based Video on Demand) and FAST (Free Ad-Supported Streaming TV). Consequently ,as the number of streaming providers explodes, subscription fatigue is a real issue, with 60% of viewers choosing free or lower-cost options supported by ads to bring down their overall subscription costs.

Research by The Trade Desk shows that 65% of UAE residents watch streaming content at least once a day, highlighting the potential for huge growth in advertising in that space.

For this reason, for DanAds, this shift means collaborating with publishers to offer self-serve advertising platforms. Marie-Lou explained: “Our platform democratizes access to premium inventory, helping advertisers run localized campaigns that are both automated and culturally relevant.”

At ZEE Entertainment, FAST channels are a game-changer. Ashok shared their success in Europe: “We launched our first FAST channel in Germany, and the traction has been phenomenal. It’s an easy way to repurpose content and reach broader audiences.”

3. Empowering Advertisers with Automation

Automation is transforming how MENA advertisers access premium ad spaces. DanAds’ self-serve platforms offer an intuitive, e-commerce-like experience that streamlines campaign management. Key benefits include:

Cost Efficiency: Smaller advertisers can access premium spaces without breaking the bank.

Flexibility: From OTT to addressable TV, advertisers can mix media types in one seamless process.

Real-Time Analytics: Dynamic insights allow for immediate campaign adjustments.

“Our platform connects advertisers to premium smart TV ad spaces while automating workflows. It’s about accessibility and efficiency,” Marie-Lou said. This automation is particularly impactful in MENA, where smaller advertisers seek cost-effective solutions to engage diverse demographics. MENA is considered one of the most demographically diverse regions in the world, with more than 60 languages spoken.

4. First-Party Data: A Privacy-Driven Advantage

With GDPR and CCPA reshaping data privacy norms, first-party data has become critical. In the MENA region, rapid digitalization is driving the evolution of data privacy regulations. For example, Saudi Arabia, whose booming economy accounts for much of MENA’s ongoing growth, has outlined ambitious regulatory initiatives as part of its Vision 2030.

Platforms like DanAds are helping publishers maintain compliance while delivering tailored ad experiences. “We process first-party data responsibly, empowering publishers to create audience segments that align with privacy laws and advertiser needs,” Marie-Lou noted. Ashok echoed this, emphasizing balance: “There’s always a tension between personalization and privacy. Transparency is key to building trust.”

5. Future Trends and Innovations in Smart TVs and Streaming

Looking ahead to 2025 and beyond, the panelists highlighted key trends that will shape the future of the streaming industry:

AI and automation: Both DanAds and ZEE identified AI-driven solutions as game-changers for ad creation, audience targeting, and campaign optimization.

Content personalization: As smart TVs and streaming devices evolve, personalization will be a major focus, offering viewers highly tailored content experiences.

Standardized measurement: Ashok emphasized the need for unified KPIs to measure campaign success across multiple platforms and operating systems.

“The ecosystem is becoming more complex, but it’s our job as tech providers and broadcasters to simplify it for advertisers and consumers,” said Marie-Lou. “For ZEE, it’s about achieving scale first and then innovating. The future will belong to those who strike the right balance between technology, content, and user experience,” Ashok added.

The Road Ahead

As smart TVs and streaming platforms reshape the way we consume content, advertisers, publishers, and broadcasters in MENA are adapting to a fast-evolving ecosystem. From AVOD and FAST models to AI-driven innovations, the opportunities are unprecedented.

The message is clear: stay consumer-centric, innovate relentlessly, and prioritize collaboration. As Ashok aptly put it: “The viewer is at the center of everything we do. The future belongs to those who deliver quality, relevance, and innovation.” For advertisers and content creators, the journey has only just begun.

Stay up to date with the latest DanAds events – we look forward to seeing you soon.

Marie-lou Penin

Head of Marketing at DanAds

How to Transform Self-Serve Platforms into Growth Engines: Key KPIs & Strategies for Publishers

Jessica Chu — Wed, 04 Dec 2024 10:38:52 +0000

To build sustainable growth, publishers should prioritize customer satisfaction, internal efficiencies, and educational milestones. Ultimately, These KPIs highlight a platform’s potential, strengthen trust, and build long-term success. KPIs are more than numbers—they’re a commitment to delivering real value to your advertisers.

Having helped launch dozens of platforms, I’ve learned which KPIs matter most and how to overcome the most common challenges.

1. Customer Satisfaction & Retention: measuring long-term value

Customer satisfaction and retention aren’t just metrics—they’re the backbone of enduring success. A satisfied advertiser is one who not only returns but also spends more over time, solidifying their relationship with your platform and driving consistent revenue growth.

To achieve this, the simplest way to gauge satisfaction? Ask. Surveys, whether in-platform or by email, provide direct insights into how advertisers perceive your platform and what new features could improve their experience. Sweetening the deal with incentives like promo codes or credits can transform a casual user into long-term advocate, while generating actionable feedback.

Furthermore, acquiring a first-time advertiser is relatively easy, but the real challenge (and opportunity) lies in fostering repeat engagement. A single $500 campaign is unlikely to deliver transformative results for an advertiser, but ongoing campaigns create opportunities for brand building and data-driven optimization. By helping advertisers understand the compounding value of continuous advertising, publishers position themselves as trusted partners rather than just a service provider.

Takeaway: Focusing on customer satisfaction and retention doesn’t just secure your bottom line, it ensures advertisers see your platform as an indispensable tool for their success.

2. Internal Efficiency: streamlining your operations

While new revenue often steals the spotlight, the efficiency of internal processes is an equally important measure of success. A truly effective platform doesn’t just bring in more business—it transforms how publishers operate, allowing them to focus on high-impact work instead of manual, redundant tasks.

For instance, self-serve platforms have the power to simplify workflows, freeing up valuable time and resources. One of my clients shared that their traditional process—from the initial point of contact to going live on air—required over 100 touchpoints across multiple departments. With their platform, that number was reduced to one: a single creative review step. The impact was immediate and undeniable—less time spent on logistics and more energy directed toward strategic priorities.

Takeaway: Efficiency isn’t about cutting corners, it’s about maintaining quality and making it faster. By streamlining operations, self-serve platforms improve not only publisher’s efficiency but also the advertiser’s experience. A platform that runs smoothly is one that advertisers will return to, making internal optimization a cornerstone of long-term success.

3. Customer Education: building a knowledgeable user base

Success hinges on educating and empowering your customers, especially for advertisers who may be unfamiliar with digital advertising concepts. By educating users on key metrics like impressions, ad formats, and targeting options, you empower them to better navigate the platform, achieve their campaign goals, and see value more quickly. Treat your educational initiatives with the same rigor and planning as a major product launch—it’s that important.

Your Unique Value Proposition

In an increasingly competitive marketplace, education isn’t just about platform tutorials—it’s about differentiation. Specifically, advertisers will inevitably ask tough questions:

What benefits do you offer that I can’t get from your competitors?

Why should I buy directly from you when I can buy multiple publishers programmatically?

What outcomes can I expect after one month, six months, or a year of continuous advertising?

Being able to answer these questions with confidence forces your organization to continually refine its value proposition, ensuring that you stand out in a crowded field.

Define and Engage Your Personas

Another critical step in customer education is understanding your audience. Avoid the trap of targeting too many, or too few audiences. A focused strategy with two to three core personas mapped to an engagement cycle is ideal. For example:

Focus on a few impactful initiatives initially, and remain consistent. For example, success stories can highlight your platform’s unique strengths, while tutorial videos will guide advertisers through their first campaign setup and how to optimize for future campaigns.

Consistency is Key

However, educational initiatives should evolve as you collect feedback and learn what resonates most with your users. Engage and educate advertisers throughout the buying process using methods like webinars, success stories, or chatbot support. This deepens their connection to your platform.

Takeaway: Consistently educating your customers builds their confidence in making informed buying decisions, strengthening their trust in your business and fostering lasting loyalty.

Conclusion: Empowering Success Through Strategic KPIs

Self-serve platforms are bridging the gap between publishers and advertisers, reducing friction at every touchpoint to deliver a smoother, more collaborative experience. By focusing on key KPIs like customer satisfaction, operational efficiency, and user education, publishers can unlock the full potential of their platforms and drive meaningful business growth.

With ad budgets needing to work harder than ever, the priority should be giving your advertisers the confidence to buy with you. That confidence builds trust, fosters loyalty, and positions you as an invaluable partner in achieving their business objectives. By focusing on this, publishers can enhance their competitive edge and create a platform experience that drives sustained success for all stakeholders.

Moreover, self-serve platforms shouldn’t be viewed as a segregated space for smaller advertisers, but as a strategic ecosystem that can benefit all stakeholders. By creating an empowering, user-friendly experience that supports advertisers of every scale, publishers can spark a powerful cycle where smaller advertisers grow and larger advertisers take notice, ultimately transforming your platform into a dynamic, collaborative growth engine.

—

Finally, ready to see how our self-serve platform can elevate your advertising initiatives? Connect with our experts to explore how DanAds can help you reach your goals and maximize the impact of your campaigns.

Michael Gelb

Head of Client Partnerships at DanAds

DanAds | Summit 24: Big Ideas, Bold Moves, and A Greener Future

Jessica Chu — Tue, 12 Nov 2024 12:42:09 +0000

Right in the heart of Manhattan, we brought together over 180 ad tech pros, innovators, and leaders for a full day of fresh insights and big ideas at DanAds Summit 24. Our one-day event, all about “Accelerating Advertising”, focused on the latest in AI, automation, and self-service tech. And to top it off, we had an eco initiative with dots.eco, bringing a fresh approach to sustainability in advertising.

Real talk and bold ideas

DanAds I Summit 24 was packed with lively discussions and new perspectives. Ad Tech God Ari Paparo, CEO of Marketecture.tv, delivered an opening keynote on the “State of Advertising”, urging all of us to look ahead and invest in solutions that will help our industry evolve. His insights into the ever-changing media landscape were a great kickoff for the day’s sessions.

AI, unsurprisingly, became a central theme, as panelists highlighted how it’s reshaping ad tech and helping teams work smarter. Emilie Gauthier-Messier from CBC shared how AI allows her team to access real-time inventory, freeing up time to focus on high-value client relationships. Similarly, Rajat Sharma from Salesforce noted that today’s familiarity with AI is becoming as essential as coding was decades ago.

DanAds + dots.eco: how an idea became a green movement

It all started with our partnership with Tripadvisor. We integrated dots.eco’s eco-rewards into Tripadvisor’s Ad Express platform, giving advertisers the option to channel part of their budgets toward environmental projects. The impact was huge:

207,000+ trees planted
44,780 pounds of ocean plastic cleaned
Nearly 160,000 sq ft of wildlife habitat protected

Tripadvisor’s eco-rewards success story didn’t just make waves – it inspired us. We recognized the significant potential of integrating sustainability into ad tech. This approach resonated deeply with clients and showed how small changes could make a real-world difference.

Drawing upon the success of Tripadvisor Ad Express, we wanted to extend this impact even further. So, for DanAds I Summit 24, we launched our own eco-rewards program in collaboration with dots.eco. Every attendee received a personalized eco-impact certificate, symbolizing their contribution to real-world conservation efforts:

14,060 sq ft of wildlife habitats protected in places like Argentina, Brazil, and Peru.
1.55 million sq meters of marine ecosystems safeguarded in Honduras and Mozambique.

This program wasn’t just about rewarding attendees – it was about showing that ad tech and environmental responsibility can go hand in hand. With dots.eco, we’re taking steady steps to keep spreading the green message, leading by example and hoping to inspire others in the industry to join us in this journey.
Learn more about TripAdvisor Ad Express’ eco-impact here.

Automation and the human touch in AI

One of the biggest takeaways from DanAds I Summit 24 was that technology, especially AI, should support people, not replace them. Panelists like Megan Strelzik from The Washington Post emphasized the importance of using AI to empower employees by taking over repetitive tasks, allowing them to focus on more creative and strategic work. As Megan pointed out, training teams to leverage AI as a helpful tool can improve their work experience and boost engagement.

Getting team buy-in for AI comes down to listening and transparency. When employees understand that AI can simplify their day-to-day tasks, they’re more likely to embrace it. This approach to AI is something we’re passionate about at DanAds: fostering an environment where technology and human creativity come together to drive growth. More insights from Admonsters’ article here.

DanAds advancements and recognizing excellence

To close out the day’s talks, Jeffrey Mayer, our MD US & Head of Product, showcased DanAds’ latest product advancements and gave a peek at the roadmap ahead. Our goal is to continue pushing boundaries, and Jeffrey’s presentation highlighted some exciting developments on the horizon for our Core platform.

We wrapped up DanAds I Summit 24 with an award ceremony, recognizing standout achievements among our clients. Congratulations to our award winners:

Nine Ad Manager
Paramount Advertising
theScore

These clients have shown dedication to innovation and excellence, and we’re proud to celebrate their contributions to the industry.

What’s Next: moving forward with purpose

DanAds I Summit 24 reminded us of the powerful possibilities when innovation and purpose intersect. As we look to the future, we’re dedicated to building tools that not only push the boundaries of advertising but also allow us – and our clients – to make a positive impact. Whether through AI-powered solutions or initiatives that give back to the environment, we’re committed to leading with purpose, responsibility, and integrity.

As the day wrapped up, we were left inspired by the ideas shared and the connections made. The future of advertising is bright, and we’re excited to be on this journey with all of you. Here are a few more pictures to end it – See you next year!

–

Join our community! Pre-register, become a sponsor, or speak at our next summit:

Do it all here!

Meet our new Senior Sales & Client Partner – Yonathan Werede

Jessica Chu — Wed, 30 Oct 2024 09:30:47 +0000

DanAds is the global leading provider of self-serve and advertising automation platforms. Our success story is powered by an international team of top-tier talent — let’s get to know them!

Today we’re introducing Yonathan, our Senior Sales & Client Partner, based in Stockholm, Sweden. The DanAds Sales & Client Partners team supports our portfolio of leading brands and publishers, coordinating platform development and feature implementation.

Hey Yonathan! Could you tell us a little bit about your role at DanAds?

As a Senior Sales & Client Partner, I support our key European customers by helping them maximize success and discover new ways to leverage our technology to meet their business goals. My role is very collaborative, and I really enjoy being part of our customers’ journey to transform their advertising operations.

What did you do before you started this position?

I have about 18 years experience of working in the media and software industry. Most recently, I worked at a B2C service within streaming aggregation. As one of the first employees I had the chance to work across many different business areas. Before that, I worked extensively with video ad serving, video players and affiliate marketing.

What inspired you to pursue a career in adtech?

I got an offer to join the video ad serving company Videoplaza as their first Strategic Account Manager, which gave me a firsthand look at the significant impact ad tech has on users, publishers and brands in our daily lives. Ad tech is fast-paced and offers a perfect blend of technology and media, which I really enjoy. You get to work with innovative solutions and drive real value for brands and publishers, and also to interact with many different business areas on the customer side.

What’s the best thing about being part of the DanAds team?
The passion and innovation here is incredible, and it’s exciting to be surrounded by such a talented and forward thinking team.

Five fast questions

Where are you from?
I’m born and raised in beautiful Stockholm, Sweden.

What’s your favourite music?
It varies but I mostly enjoy afrobeats, house and soul.

What’s your favourite way to unwind?
Hitting the gym, going for a walk or watching a series. And of course, spending time with friends and family.

What’s your favourite dessert?

Hard to choose just one, but I can never say no to a good blueberry pie.

Where is your next destination you’d like to visit?

I love to travel. Beside Ethiopia, where my roots are, most of my trips have been around North America and Europe. I’d love to explore more of Africa or South America next.