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format-standard has-post-thumbnail hentry category-articles-de tag-addressability-de tag-media-buyers-de tag-media-owners-de tag-product-news-de"> <div class="post-tag text-uppercase mb-4"> <div class="post-tag--meta"> 26 Jun, 2024 <span> • By Paul Zovighian</span> </div> <div class="post-tag--social-share"> <div class="shared-counts-wrap shortcode style-icon"><a href="https://www.linkedin.com/shareArticle?mini=true&url=https://www.indexexchange.com/de/2024/06/26/entfesseln-sie-die-macht-der-curation-mit-index-marketplaces/" title="Share on LinkedIn" target="_blank" rel="nofollow noopener noreferrer" class="shared-counts-button linkedin shared-counts-no-count" data-postid="9012738" data-social-network="LinkedIn" data-social-action="Share" data-social-target="https://www.indexexchange.com/de/2024/06/26/entfesseln-sie-die-macht-der-curation-mit-index-marketplaces/"><span class="shared-counts-icon-label"><span class="shared-counts-icon"><svg version="1.1" 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14h1.143q29.143 0 62.857-14t54-27.429 52.857-37.429q97.143-70.286 284.571-197.143 32.571-22.286 57.143-49.714zM1024 237.714q0 45.143-28 86.286t-69.714 70.286q-214.857 149.143-267.429 185.714-5.714 4-24.286 17.429t-30.857 21.714-29.714 18.571-32.857 15.429-28.571 5.143h-1.143q-13.143 0-28.571-5.143t-32.857-15.429-29.714-18.571-30.857-21.714-24.286-17.429q-52-36.571-149.714-104.286t-117.143-81.429q-35.429-24-66.857-66t-31.429-78q0-44.571 23.714-74.286t67.714-29.714h841.143q37.143 0 64.286 26.857t27.143 64.571z"></path></svg></span><span class="shared-counts-label">Email</span></span></a></div> </div> </div> <div class="entry-content"> <p>Da sich der Anzeigeneinkauf immer mehr in Richtung Curation verlagert, schaffen <a href="https://www.indexexchange.com/de/product/index-marketplaces/">Index Marketplaces</a> einen neuen Ansatz für programmatische Umsetzungen: ein robusteres, effizienteres und schlankeres System.</p> <p>Die <a href="https://www.indexexchange.com/de/press/press-releases/index-exchange-kuendigt-marketplaces/">Index Marketplaces</a> Curation Plattform wurde entwickelt, um zusätzliche Einnahmequellen für eine Vielzahl unterschiedlicher Geschäftsmodelle zu erschließen. Ganz gleich, ob Sie ein Datenanbieter, ein Media Network, eine Medienagentur, ein Algorithmic Bidding Provider oder ein anderer Akteur im digitalen Ökosystem sind: Index Marketplaces macht programmatische Medien für Buyer und Seller gleichermaßen <a href="https://www.indexexchange.com/de/product/ad-exchange-qualitaet-index-exchange/">effizienter</a> und <a href="https://www.indexexchange.com/product/exchange-quality/">transparenter</a>.</p> <h2 class="wp-block-heading">Aufbau eines Businesses mit Index Marketplaces</h2> <p>Als Index Marketplace-Partner können Sie Ihre einzigartigen Leistungen einbringen – Daten, strategische Buyer- und Seller-Beziehungen oder andere Curation-Expertise – und nahtlos einen Marketplace auf den programmatischen Pipes von Index Exchange aufbauen, ohne zusätzliche Plattformgebühren zahlen zu müssen.</p> <p>Die Aktivierung erfordert keine Entwicklungsarbeit. Wir haben mehr als ein Jahrzehnt damit verbracht, Tausende von Integrationen mit Media Ownern und Buyern fein abzustimmen, damit Sie das nicht tun müssen (und lassen Sie uns nicht über all die Verträge und den Papierkram sprechen, die damit verbunden sind). Stattdessen können Sie sich auf das konzentrieren, was Sie am besten können, und Ihre programmatischen Lösungen einfach mit erstklassigen Omnichannel-Angeboten kombinieren, während wir uns um die Infrastruktur kümmern.</p> <h2 class="wp-block-heading">Eine Vielzahl von Möglichkeiten, mit Index Marketplaces Geschäfte zu machen</h2> <p>und Datenaktivierung setzen, sind auf Index Exchange eine Vielzahl von <a href="https://www.indexexchange.com/de/video-series/wie-curated-marketplaces-dem-werbe-oekosystem-mehrwert-bieten/">Marketplaces</a> entstanden, die jeweils auf die unterschiedlichen Bedürfnisse im programmatischen Ökosystem zugeschnitten sind. Hier sind einige aktuelle Anwendungsfälle:</p> <h3 class="wp-block-heading">1. Curation</h3> <p>Curators können ihre Index Marketplaces individuell anpassen und das Inventar nach bestimmten Zielgruppen, Inventartypen, Regionen oder anderen Kriterien auswählen.</p> <p>Die Aktivierung von <a href="https://www.adexchanger.com/online-advertising/as-the-open-web-wobbles-index-exchange-is-betting-on-curated-deals/" target="_blank" rel="noreferrer noopener">Curation- und Deal-IDs</a> auf der Supply Side sorgt für einen besseren Zugang zum offenen Web, was zu mehr passenden Zielgruppen und einer größeren Reichweite führt. So können Buyer den Zugriff auf maßgeschneidertes Inventar vereinfachen und ein präzises Targeting über ihre bevorzugten <a href="https://www.indexexchange.com/de/solution/programmatic-loesungen-fuer-dsps/">DSPs</a> ermöglichen.</p> <figure class="wp-block-pullquote"><blockquote><p>„Die Bedürfnisse der Media Buyer entwickeln sich weiter – sie wollen markensichere, nachhaltige und adressierbare Kampagnen. Mit den Premium-Supply-Integrationen von Index Marketplaces und unserer Active Curation-Technologie können wir ein maßgeschneidertes Angebot kuratieren, das ihre Bedürfnisse auf die kosteneffizienteste und skalierbarste Weise erfüllt. Die Curation vereinfacht nicht nur den Zugang zu maßgeschneidertem, markensicherem Inventar, sondern sorgt auch für erhebliche Effizienzgewinne, was bedeutet, dass Buyer eine maximale Rendite aus ihren Investitionen erzielen.“</p><cite><strong>Robin Bootle, Co-Founder und Chief Operating Officer<br>Multilocal</strong></cite></blockquote></figure> <p>Index Marketplaces löst auch das Problem der Fragmentierung, das mit dem Einkauf über mehrere DSPs verbunden ist, indem es die Ausführung von Kampagnen straffer und flexibler gestaltet. Eine Medienagentur könnte zum Beispiel eine Deal-Bibliothek als allgemeine Kaufoption für ihre Kunden einrichten. Durch die Festlegung von Targeting-Kriterien auf der Supply Side über den Marketplace können Agenturhändler darauf vertrauen, dass unabhängig von den spezifischen Targeting-Fähigkeiten eines bestimmten DSP normalisierte Kontrollen vorhanden sind.</p> <h3 class="wp-block-heading">2. Aktivierung der Daten</h3> <p>Es gibt mehrere Möglichkeiten, Daten auf Index Marketplaces zu nutzen. Erstens können Datenanbieter ihre eigenen Daten in Index Marketplaces einbinden und sie sicher mit unseren sofort einsatzbereiten Curation-Funktionen integrieren, um Media Buyer ein fortschrittliches und präzises Targeting zu ermöglichen.</p> <figure class="wp-block-pullquote"><blockquote><p>„Curation ist eine treibende Kraft für Innovationen in der programmatischen Landschaft und Index Marketplaces ist ein wertvoller Partner für Audigent. Die Curation-Lösung ermöglicht es uns, unsere datenschutzsicheren First-Party-Daten mit erstklassigem Omnichannel-Inventar zu kombinieren und so die KPIs unserer Kunden zu erfüllen und zu übertreffen.“</p><cite><strong>Chris Meredith, GM, Supply Side Partnerships<br>Audigent</strong></cite></blockquote></figure> <p>Alternativ können Datenanbieter auch als eigenständiges Unternehmen agieren und durch die Vermarktung ihrer Daten über die Index Marketplaces-Plattform eine neue Einnahmequelle schaffen. Durch die Integration von Data Products zur Nutzung durch andere Kuratoren fungiert Index Marketplaces im Wesentlichen als Vertriebsnetz. </p> <figure class="wp-block-pullquote"><blockquote><p>„Der Zugriff auf Daten auf Videoebene über Index Marketplaces hilft Media Buyern, ihre kontextbezogenen Strategien im Streaming-TV zu skalieren und die Zuschauer in den entscheidenden Momenten effektiv zu erreichen. Dieser zielgerichtete Ansatz erhöht die Effizienz von Kampagnen und ermöglicht es Marken, mit ihrem Publikum auf eine aussagekräftigere und wirkungsvollere Weise in Kontakt zu treten.“</p><cite><strong>Nancy Neumann Grey, SVP of Business Development<br>IRIS.TV</strong></cite></blockquote></figure> <h3 class="wp-block-heading">3. Attribution und Messung</h3> <p>Die modernen Reporting- und Log-Level-Datenfunktionen von Index Marketplaces bieten detaillierte Einblicke in die Kampagnenleistung und die Kaufdaten. So können Sie Ihre Strategien in Echtzeit optimieren und den ROAS (Return on Ad Spend) sowie den konkreten ROI für Buyer nachweisen. Dies ist besonders für Unternehmen im Bereich der kommerziellen Medien wichtig, die Transaktionsdaten zum Nachweis der Werbewirksamkeit nutzen.</p> <figure class="wp-block-pullquote"><blockquote><p>„Unsere Zusammenarbeit mit Index Marketplaces verspricht, den Einkauf von Medien neu zu definieren, indem wir den Zugang zu Transaktionsdaten über Premium-Kanäle hinweg ermöglichen, Einblicke in Echtzeit-ROAS und Konversionen bieten und den Weg für strategischere und effektive Werbekampagnen ebnen.“</p><cite><strong>Brian Mandelbaum, CEO<br>Attain</strong></cite></blockquote></figure> <p>Indem wir die Komplexität der Verwaltung der programmatischen Infrastruktur beseitigen und die Effizienz steigern, haben Unternehmen jetzt eine neue Möglichkeit, ihr Geschäft auszubauen. Und wir kratzen gerade mal an der Oberfläche. Wir lernen ständig neue Anwendungsfälle kennen und steigern die Wertschöpfung, von der wir glauben, dass sie mit Index Marketplaces freigesetzt werden kann. Das motiviert uns nur, weiter zu entwickeln, zu verbessern und eine noch größere Effizienz zu liefern.</p> <p><em>Erfahren Sie, wie Sie den Mehrwert der Curation nutzen und mit Index Marketplaces neue Möglichkeiten erschließen können. </em></p> <div class="wp-block-buttons is-layout-flex wp-block-buttons-is-layout-flex"> <div class="wp-block-button"><a class="wp-block-button__link wp-element-button" href="https://www.indexexchange.com/de/product/index-marketplaces/">Index Marketplaces erkunden</a></div> </div> <div class="author-bio__wrap"> <div> <div class="author-bio"> <div class="col-md-2 author-avatar"> <img class="avatar avatar-90 photo" src="https://s46182.pcdn.co/wp-content/uploads/2024/06/author-paul-zovighian400x400-96x96.jpg" alt="Paul Zovighian" /> </div> <div class="col-md-10 author-description"> <h4>Paul Zovighian</h4> <span class="author-position">VP, Marketplaces</span> <p class="m-0">Paul Zovighian verfügt über mehr als zehn Jahre Erfahrung in der Branche, die er sich von seinen Anfängen in der Analytik und Optimierung bis zu seiner jetzigen Position als VP, Marketplaces, angeeignet hat. Dort konzentriert er sich auf die kommerzielle Umsetzung des neuesten Produkts von Index, Index Marketplaces. Zuvor leitete Paul in seiner Funktion als VP of Corporate Development die erste Unternehmensakquisition von Index Exchange. In seiner Freizeit unternimmt er gerne lange Strandspaziergänge und freundet sich mit Katzen in der florierenden Bodega-Community von New York an. </p> </div> </div> </div> </div> <a href="https://www.indexexchange.com/de/blog/" class="read-more back"> <span class="mr-1"><svg width="15" height="13" viewBox="0 0 15 13" fill="none" xmlns="http://www.w3.org/2000/svg"> <path d="M8.40087 11.4375L12.1997 7.30415H0V5.74859H12.1997L8.40087 1.61526L9.57308 0.526367L15 6.52637L9.57308 12.5264L8.40087 11.4375Z" fill="currentColor"/> </svg> </span> Zurück zum Blog </a> </div> </article> </main> </div> <aside class="widget-area col-12 col-xl-auto py-xl-5 pl-xl-0"> <div class="widget-area__content"> <section id="sidebar-form" class="widget widget_block"></section><section id="sidebar-form" class="widget widget_block"></section><section id="sidebar-form" class="widget widget_block"></section><section id="sidebar-form" class="widget widget_block"></section><section id="sidebar-form" class="widget 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