Amsterdam, 24 January 2018. According to adtech company Adcombi location based advertising becomes increasingly important in the future. “We see an increasing demand from retailers for programmatic solutions for local advertising. This is due to the restriction of door-to-door advertising. At the same time there is a lack of good digital alternatives.” Adcombi wants to build a bridge by further innovating location-based programmatic technology.
Adcombi founder Gerrit Reinders explains: “We see that online the adspend of retailers and dealers are behind on the rest of the market. This is partly due to the limited technical solutions for large scale local advertising on large websites. The result is that location-based online advertising often is not profitable for these businesses. A flaw in the programmatic ecosystem.”
Adcombi develops technology for large scale location-based online advertising. Reinders: “Brands like Jumbo, Blokker and Rabobank already test with our technology. We see that geo targeted campaigns perform much better than national campaigns. This is due to higher relevance of the advertisements.”
Adcombi is motivated to innovate the advertising market. Reinders: “The programmatic industry is mature. DSPs, agencies and technology providers will have to offer more to achieve added value. We contribute to this by making location-based advertising on a large scale possible.”