Dynamic Content Marketing

Telefónica uses the ADITION adserver as the delivery centre for dynamic content marketing of its web appearance and additional content teasers in its online presence. Target-group-specific and native contents are delivered through a customer domain that is exclusively provided by ADITION.

The advantage of this special type of native advertising is that it runs completely in the 1st-party environment without being subject to the usual 3rd-party restrictions. For the definition of target groups that are the basis of the ad delivery, Telefónica combines its own aggregated CRM data with the ADITION targeting engine.

The ADITION adserver is integrated through its own API into Telefónica’s system architecture. It also passes relevant data such as screen resolution, operating system and retargeting/behavioural-targeting information through a special server-to-server communication to Telefónica’s internal BI tool.

Complemented by the general campaign management based on capping, campaign priorities, optimisations and various other customisation settings, ADITION provides Telefónica with a powerful decision engine for the administration of complex marketing strategies that refer to end-user devices, service plans, further product areas or even any combination thereof. The results of the online measurement are subsequently returned to Telefónica’s internal BI tool for further analysis and optimisation processes.