Over the past few years, programmatic buying has become part of the standard toolbox of digital advertising in Finland, but it remains an area where many companies are still taking their first steps.
In 2016, Alma Media began to organise regular events to provide advice and guidance on programmatic buying to media agencies and Alma Media’s advertisers.
“With trading desks, third-party data vendors and suppliers of various advertising display verification tools having become commonplace in the field programmatic buying, it is important to have access to information on these subjects,” says Maarit Toivonen, Programmatic Buying Media Specialist at Alma Media Solutions.
“Programmatic buying offers many advantages to advertisers, but it also requires them to have new competencies. It is important to understand the entire chain of programmatic buying and its transparency: on what websites have the advertisements been displayed, how to ensure that advertising is displayed on safe media environments and, in particular, how are the costs of programmatically bought advertising divided between the various parties involved,” Toivonen adds.
The aim of the events organised by Alma Media is to ensure that advertisers are familiar with the operating principles related to programmatic buying and the various parties involved, and that they understand what factors should be taken into consideration by buyers of advertising space when using programmatic buying to avoid unexpected pitfalls.
Safe, high in quality
and responsible
High-quality service provider
Alma Media’s business is more and more digital. This presents not only new opportunities, but also new responsibilities.
For example, advertising in the digital environment is more targeted, faster and more data-driven than before. At the same time, advertisers and media outlets must ensure that customer data is processed responsibly and in compliance with the law.
High-quality service provider
Lessons in marketing
Objective indicators
In Alma Media we use two key indicators in monitoring the annual development of information security and data protection in our media and services. These indicators are the total number of serious information security breaches and the number of reprimands by the authorities regarding customer data protection or customer-related information security on our services.
We are also committed to organising yearly data protection training for our employees to ensure that they maintain the necessary expertise in that area in spite of the changes taking place in our operating environment.
Data must be used legally
Companies that produce digital services need customer data to develop their services but consumers have a right to access their data or set restrictions for the processing of their data, says Alma Media”s Chief Digital Officer Santtu Elsinen.