umdasch | DMI | One Tec Group

O2 Telefonica refines programmatic advertising

Telefonica Deutschland has added programmatic features to their digital in-store system to provide their customers with relevant content in the store environment using the Grassfish IXM Platform as a basis for their touchpoints.

The Challenge

Telefonica Deutschland wanted to update their digital in-store system and add programmatic features as they rolled out a new store concept. The team was faced with the question of how and when to play attractive content in their stores.

The Solution

The Grassfish IXM Platform was already integrated at Telefonica Deutschland and served as a stable basis for the digital touchpoints for the new store concept. A programmatic concept for the playback of target group relevant content, connected to the Grassfish platform was created.

The new digital in-store concept has been integrated and implemented in almost 62 stores, with further stores in the planning stage. The programmatic playback of content is tailored to target groups and minimises scattering loss. The Grassfish IXM platform is used to centrally manage and transfer target-specific content to the displays.

Our programmatic playback concept is rollout-ready and scalable compared to many other technologies in the Digital Signage space. The approach allows us to create a platform that is suitable for innovative development.
Sami Abubaker
Trade Marketing Manager, Telefonica Germany

Telefonica Germany offers mobile and fixed network services as well as innovative digital products and services in the field of Internet of Things and data analytics. With 44.3 million mobile lines and 2.4 million broadband lines, the company is one of the leading integrated telecommunications providers in Germany.

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