International growth marketing specialist DCMN has acquired programmatic startup realzeit for an undisclosed seven-figure sum. The move will see DCMN shift into the programmatic advertising space as the company looks to strengthen its existing suite of advertising technologies for mobile and TV marketing.
Realzeit is a programmatic advertising platform for mobile marketing. As a growth marketing specialist for digital brands, DCMN will integrate the realzeit platform with their current suite of mobile and TV attribution technologies. Realzeit’s technology will enable the company to run programmatic campaigns not only on mobile, but in the future also on traditional media like TV and radio. The acquisition is a first step towards DCMN’s goal of shaping the market for programmatic advertising on traditional media.
DCMN’s Co-Founder and Managing Director, Andreas Dengler, said: “With this acquisition, we are preparing for rapid changes in the media industry. Within the next years, we expect to see TV and other traditional media also become available on programmatic advertising platforms on a global scale, a trend which is already under way in the US.
"Our clients are forward-thinking digital brands who are already buying online and mobile ad space programmatically. We expect them to be early adopters of programmatic TV. Our plan is to extend the realzeit technology and take it to the next level by offering programmatic solutions for traditional media based on their technology.”
Realzeit’s demand-side-platform (DSP) offers programmatic media buying for mobile advertising space in realtime. Their DSP gives users the capability to do real-time bidding on mobile inventory. It also boasts a complex algorithm for targeting potential customers and optimizing budgets, clustering inventory and users even beyond interests and demographics.
Founded in 2014 by a team of physicists, realzeit counts Zalando and PayPal among its past clients. The whole realzeit team – including founders Christian Graf, Markus Düttmann and Heiko Schmidle – will be fully integrated within DCMN’s technology department, with Christian Graf taking on the position of DCMN’s Chief Technology Officer.
“DCMN was an ideal choice for us both in terms of company culture and product/market fit,” Christian Graf said. “We have excellent tech and a great team that is able to drive the product forward, while DCMN has the market access, media expertise and contacts to customers who need the services that we provide. Together, the two companies are a perfect match.”
Over the mid-term, realzeit’s technology will be integrated with DCMN’s TV and mobile attribution solutions so that customers can access all products through the same dashboard. By connecting all three products, DCMN will be able to offer highly-efficient and data-optimized marketing campaigns across a range of media.
Image caption: realzeit's Heiko Schmidle (far left), Christian Graf (second from right) and Markus Düttmann (far right) with DCMN's co-founders Andreas Dengler and Matthias Riedl
DCMN (www.dcmn.com) provides growth solutions to help digital brands scale their business internationally by combining individual marketing strategies with ROI-optimizing technology. DCMN executes campaigns across all media with services spanning from creation and production, to media planning and buying, to campaign optimization with their in-house technology. Founded by Andreas Dengler and Matthias Riedl in 2010, DCMN has its headquarters in Berlin and offices in San Francisco, New York, London, Paris, Bangalore, Kochi, Gurgaon, Hamburg and Munich, with a team of 110+ experts in creative, media, technology and digital business. DCMN counts more than 90 digital brands in its portfolio including Jimdo, Wayfair, Spreadshirt, Secret Escapes, Vinted, eToro, Made.com, Leetchi, Com2Us, Tado, Gameloft, Outfittery and Glossybox.
Realzeit (www.realzeit.io) is a marketing technology company founded in 2014 by the three physicists Heiko Schmidle, Christian Graf and Markus Düttmann. With a focus on mobile devices, they harness the power of programmatic buying to offer a full funnel approach in the space of display marketing. Be it user acquisition, retargeting or reactivation, their proprietary tech stack helps to communicate with the right user at the right time. An important pillar of their technology is advanced fraud detection and they understand that an integral part of a sustainable marketing strategy is a focus on the customer-lifetime value and ROI. Realzeit’s service has been heavily tested by companies like Zalando and Home24.