An optimized retail media strategy for American Crafts led to success on Michaels.com
BurdaForward is one of the biggest German publishers, and its portfolio includes premium brands such as FOCUS Online and CHIP. The publisher is well-known for being technically advanced in the way it monetizes its digital properties. Before the term “header bidding” even existed, BurdaForward was already leveraging the monetization technique to ensure fair competition for ad inventory.
Recently, BurdaForward showed its innovation with the announcement of a new privacy-centric adtech architecture, AdModel 3.0, along with the decision to become more independent of a pure Google ecosystem.
When Google AMP announced support for AMP-RTC, which enables header bidding in the AMP environment, BurdaForward looked to Criteo to diversify demand and ensure it was not dependent on a single walled garden. From experience monetizing other web inventory, BurdaForward knew that Criteo provides unique demand that can’t be accessed elsewhere, and represents strong German brands that want to reach users on its premium inventory.
The moment BurdaForward chose to utilize AMP-RTC, Criteo was already prepared with an AMP-RTC compatible solution, unlike other demand sources. The set-up is different than on the web, where BurdaForward integrates Criteo Direct Bidder with its proprietary header bidding solution. Criteo is an enduring partner because it is open to integrating with publishers in numerous ways, regardless of the publisher’s ad server or header bidding technology. Together, BurdaForward and Criteo can innovate quickly and efficiently.
“We love that we can connect to Criteo’s demand through whatever means we employ. Criteo is a great partner for publishers who want more control over their technology,” says Jonas Weigt, Lead Developer. “Criteo also stands out from others because it is a proactive partner that both makes strategic technical investments and provides actionable insights on how to increase monetization.“
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