Google and Onet: A Breakthrough in Polish Advertising

The first DoubleClick for Publishers (DFP) by Google platform has been implemented in Poland. Thanks to it, Grupa Onet-RAS Polska will offer its clients support for all major global advertising standards.

Google and Onet launch DFP

The DFP advertising platform is one of the most advanced and comprehensive systems for managing ad space in the world. As stated by Marcin Malinowski, Head of Global Partnership at Google: - “We are pleased to welcome the choice of DoubleClick for Publishers by Ringier Axel Springer for the Central and Eastern Europe region. The involvement of such a significant media group as Onet-RAS Polska significantly strengthens the ecosystem and DoubleClick itself as the standard for programmatic advertising in Europe.”

Comment from Ringier Axel Springer

“We are one of the leading digital publishers in the Central and Eastern Europe region, and we are particularly proud to be the first media group in Poland to fully implement the DFP solution from Google,” said Marek Kowal, Group Data Officer at Ringier Axel Springer Media. “With the implementation of DFP, we will be able to offer our clients, among other things, improved support for tools measuring the effectiveness of advertising campaigns across multiple platforms and devices, including mobile platforms that are strategic for us,” he added.

Programmatic and global standards

Through the implementation of the DFP by Google solution, Grupa Onet-RAS Polska will ensure better support for programmatic campaigns and compliance with all global standards for programmatic platforms.

Terms from the article

Media. Channels and platforms through which communication reaches audiences: internet, print, television, radio, outdoor, podcasts, newsletters, and social media. In marketing, media also refers to the purchase and planning of ad placements.

Dlaczego to ważne: This is the marketer’s playing field: choosing the right channels determines whether the message reaches the right people at a reasonable cost. Media is also an expense — often the largest item in a campaign budget.

Kiedy się stosuje: In every campaign planning: selecting channels based on target audience, objective, and budget.

Czym grozi pominięcie: A great creative in the wrong media is a message sent nowhere — it reaches the wrong people, at the wrong time, and at too high a cost.

Media. 受信者に情報が届くためのチャネルや媒体：インターネット、新聞、テレビ、ラジオ、屋外広告、ポッドキャスト、ニュースレター、およびソーシャルメディアプラットフォーム。マーケティングにおいて、メディアは広告の購入および配信計画を指すこともある。

Dlaczego to ważne: マーケターの戦略の中心である：適切なチャネルの選定によって、メッセージがターゲット層に適切なタイミングで、合理的なコストで届くかどうかが決まる。メディアはコストの面でも、キャンペーン予算の中で最も大きな項目となることが多い。

Kiedy się stosuje: キャンペーン計画のすべての段階で使用：ターゲット層、目的、予算に応じたチャネルの選定。

Czym grozi pominięcie: 優れたクリエイティブでも、不適切なメディアを使えば、メッセージは届かず、ターゲットに到達しない、タイミングがずれ、コストが高くなる。

Summary

Grupa Onet-RAS Polska has become the first media group in Poland to implement the DoubleClick for Publishers (DFP) platform from Google. The tool belongs to the most advanced systems for managing ad space globally and is set to provide clients with support for programmatic campaigns and compliance with global standards for programmatic platforms.

Marcin Malinowski from Google emphasizes that the choice of DFP by Ringier Axel Springer for Central and Eastern Europe strengthens DoubleClick as the standard for programmatic advertising. In turn, Marek Kowal from Ringier Axel Springer Media highlights improved measurement of campaign effectiveness across multiple devices, including mobile.