The recipe WEBORAMA for Programmatic: data, algorithms and targeting – Programmatic Italy

Using still limited data and persistent prevalence of private deal too identical transactions “old style”. These are the limits, from a qualitative point of view, the true affirmation of the programmatic in our market according to Roberto Carnazza, Country Manager for Italy WEBORAMA . “It ‘also true – then the manager precise – that the sector is growing at double digits, which is why we expect the maturation coming fast enough. Among the drivers of this strong growth of the sector, alongside the inclusion of the possibility of planning also on the mobile and video, is also significant ‘ rise of the private marketplace . “

WEBORAMA how you position in this market?

Weborama offers added value that almost no one else can give in the data driven advertising: combine a base data exclusively with technology able to make it relevant. This is done by fusing a dynamic detection of user profiles and their characteristics with logical purchase automated guided by the choice of suitable profiles targeting, thus maximizing results. Anything more and the utmost respect for privacy and values ​​of the brand. An integrated approach to Programmatic, which effectively combines data, algorithms and targeting.

Data and advertising, we are faced, therefore, by a combination of important …

The combination of data-advertising in the digital environment would have to play always that importance that perhaps only now beginning to gain thanks to the advent of the programmatic. The real distinction, in fact, beyond of automation of processes are the use of the data as a criterion of choice and purchase of impressions. In addition, a behavioral targeting technology as advanced as that of Weborama, you can make advertising more relevant to users, while reducing losses and making the most effective solutions for branding and performance with integrated content.

At the product level, what are the news of your offering?

For over 17 years, WEBORAMA develops cutting-edge technologies and services in date field science. In Italy the company combines this intelligence with a database of approximately 60 million unique cookies, ranked based on behavioral variables, interest and socio-demographic. This solid base year is being strengthened with a number of strategic partnerships that will expand even further our dock action. Also in the United States several customers are already testing the new version of our Audience Driven Advertising Platform, enhanced with the integration of social channels and tools that can speed data processing, leading us closer to real time in terms of definition Profile users. For the future, we aim more and more to increase the supply of data and technology tools to make the best use, as our Data Management Platform, to offer our customers a complete service and consultancy.

How is the market for Italian WEBORAMA, also in relation with the foreign countries?

Weborama continues to grow in Italy and around the world. 2015 is seeing further growth in our country – where we expect to close the fifth year of operations with an increase in turnover close to 40% over the previous year – as well as an expansion globally: beyond consolidation our presence in Europe, Weborama is opening up to non-European markets such as the United States and Latin America, thus extending its business in 17 markets.