Virtual Minds https://virtualminds.com Excellence in Adtech. Made in Europe. Thu, 19 Mar 2026 09:12:03 +0000 en-US hourly 1 https://wordpress.org/?v=6.9.4 https://virtualminds.com/wp-content/uploads/2024/10/VM_Favi_-150x150.png Virtual Minds https://virtualminds.com 32 32 Programmatic TV: Structure for a fragmented TV landscape https://virtualminds.com/programmatic-tv-structure-for-a-fragmented-tv-landscape/ Thu, 19 Mar 2026 09:12:03 +0000 https://virtualminds.com/?p=16970

Today’s TV landscape is more diverse than ever. Linear TV, addressable TV and connected TV coexist and form an integral part of modern media strategies. Programmatic technologies are driving this development by enabling automation, data-driven control and cross-channel delivery.

However, as programmatic TV campaigns become more widespread, so too do the demands. Success depends less on individual booking channels and more on the ability to combine different channels in a structured way and integrate them seamlessly from a technical perspective. It is only here that the true operational efficiency of programmatic TV becomes apparent.

Why isolated planning no longer works

Planning approaches are still shaped by structures that have evolved over time. Different TV environments are often viewed as distinct disciplines with separate processes and KPIs.

The reality for audiences, however, is quite different: content is consumed across channels, and campaigns have an impact across multiple touchpoints. An integrated approach is therefore essential for consistently measuring reach and intelligently managing frequency. It forms the basis for all further decisions, particularly for a realistic definition of campaign success.

Against this backdrop, another question comes to the fore: how can performance metrics across different channels be meaningfully combined?

Integrate KPIs effectively, rather than viewing them in isolation

Each distribution channel has its strengths: linear TV scores highly in terms of mass reach, addressable TV offers granular targeting, and CTV provides new opportunities for interaction and measurement. These differences cannot be captured by a single metric.

What matters, therefore, is not direct comparison, but the intelligent alignment of KPI logic. Performance metrics must be contextualised in relation to one another in order to ensure comparability without standardising their specific mechanisms of action.

The campaign objectives of ‘brand awareness’ and ‘performance’ can, for example, be linked across multiple channels by using linear TV to achieve broad reach and brand presence (measured using traditional reach KPIs such as GRP), whilst at the same time leveraging ATV and CTV to target specific audiences with higher frequency and measure direct interactions (click-through rate, completion rate) or even conversions. The key question is then not which channel is ‘better’, but how their combined impact can be optimised to maximise overall success.

The more clearly these relationships are defined, the more effectively campaigns can be optimised. This highlights the fact that, alongside strategic considerations, the technical infrastructure also plays a key role.

Why clean APIs are essential

The programmatic delivery of TV inventory requires the integration of multiple systems and interfaces. This complexity is not merely a theoretical issue; it has a tangible impact on day-to-day operations. The challenges are evident on both sides of the ecosystem:

On the demand side, a demand-side platform (DSP) such as Active Agent centrally plans and manages linear TV, addressable TV and other connected TV environments. Each of these different inventory sources has its own specific requirements regarding budget allocation, frequency capping and delivery windows. The trick lies in coordinating these mechanisms so that they complement each other synergistically.

On the supply side, a supply-side platform (SSP) such as Yieldlab organises linear and addressable TV inventory, evaluates it and makes it available for programmatic buying. Here, pricing logic, prioritisation and delivery rules must be defined in such a way that they meet the requirements of both traditional TV marketing and programmatic demand.

It is only when both systems work together that it becomes clear just how crucial clean technical interfaces are. If this coordination is lacking, inefficiencies arise, such as uneven delivery, unwanted frequency clusters or limited comparability of results.

The Virtual Minds Media Manager provides a concrete example of how this technological integration can be put into practice.

The Virtual Minds Media Manager

Thanks to programmatic integration, it is now possible to book ad breaks on linear TV using digital logic. This gives advertisers seamless access to premium inventory on high-reach TV channels and allows them to precisely define key campaign parameters such as duration, target audiences and budget. Campaign planning is carried out using CPM-based models that are specifically optimised for reach within the desired target audience. This is complemented by comprehensive KPI reporting featuring digital metrics, which provides transparent insights into campaign performance and enables linear inventory to be compared with digital video.

This is achieved via the Virtual Minds Media Manager, which is already in use at the ProSiebenSat.1 media group and at RTL Deutschland, and enables the programmatic booking of ad slots on linear TV. The Media Manager can be queried shortly before a broadcast signal goes on air to recommend a playlist for ad delivery. This opens up new possibilities for making data-driven decisions regarding the specific airing of adverts.

A key element of this is dynamic ad pod orchestration, which takes real-time audience data into account, thereby enabling optimised utilisation of available inventory. At the same time, ad blocks can be specifically allocated to individual campaigns based on various metadata – such as channel, broadcast time or IAB content categories. Furthermore, the distribution of campaigns within specific inventories can be controlled via defined channel and daily shares.

These technological capabilities enable the development of comprehensive TV media products that stand out clearly from traditional publishers as well as streaming and social media platforms. Combined with modern machine-learning algorithms that continuously optimise ad placements and support real-time decision-making, programmatic TV becomes a particularly attractive option for digital buyers. Added to this is access to high-quality premium inventory in a brand-safe environment, as well as the powerful advertising impact of the big screen, which creates exceptional branding potential through high levels of attention and emotional visual impact.

Diagram of the linear bypass in Virtual Minds Media Manager

Identities, data protection and cross-channel measurement

However, the technological implementation is only one part of the development. Equally crucial are the handling of data, identities and measurement methods. True consistency can only be achieved once the underlying data and performance metrics have been standardised. This presents practical challenges: Which identity solution allows for cross-device tracking that complies with data protection regulations? And above all: how can the overall impact of a campaign be validly measured across linear, addressable and digital touchpoints? Furthermore, the question arises as to how panel-based measurement from linear TV can be meaningfully integrated into cross-platform models in order to combine traditional reach metrics with digital data. A well-thought-out structure must also provide answers to these questions of data ecology and cross-media attribution.

Transparency through clear processes and responsibilities

Technological complexity cannot be dismissed, but it can be managed through structure. Clear data models, defined process steps and clearly defined responsibilities ensure that systems interact in a transparent and consistent manner.

This makes planning, activation and analysis not only more efficient, but also more transparent. Optimisations are based on reliable data rather than assumptions. At the same time, it provides the stability needed to manage campaigns reliably and precisely.

Scaling requires a solid foundation

As campaign volumes and the number of inventory sources grow, scalability becomes a key factor. A well-structured technological foundation – including a unified data model across all channels, standardised interfaces (APIs) and a central reporting dashboard – enables the controlled integration of new environments, partners or data sources.

In this context, scaling means not just greater reach, but above all consistency: budgets are allocated reliably, KPIs remain comparable, and optimisation algorithms continue to function effectively even as complexity increases.

Conclusion: Technology can only be effective in a well-organised environment

The true value of programmatic TV becomes apparent where technological capabilities meet clear structures and processes. An integrated view of channels, aligned KPI logic and a well-orchestrated system landscape provide the necessary framework for planning, implementation and evaluation.

Technology is not an end in itself, but a powerful tool. Used correctly – and based on a well-thought-out structure – it is what enables transparency, comparability and a lasting campaign impact in today’s fragmented TV landscape.

]]> Leadership Change at Virtual Minds: Tom Peruzzi Steps Down as Managing Director https://virtualminds.com/leadership-change-at-virtual-minds-tom-peruzzi-steps-down-as-managing-director/ Thu, 15 Jan 2026 09:30:00 +0000 https://virtualminds.com/?p=16904

Freiburg, January 15, 2026. Change in the top management of Virtual Minds: Tom Peruzzi, Spokesman of the Executive Board of Virtual Minds since 2021, is stepping down from his role as Managing Director at his own request, effective January 31, 2026, to pursue new professional challenges. His operational responsibilities and tasks will be taken over by his two long-standing co-Managing Directors, Dirk von Borstel and Ricarda Jebsen, ensuring continuity at the helm of the leading European adtech specialist.

Tom Peruzzi joined the Freiburg-based advertising technology manufacturer as CTO in 2017 and took over as Spokesman of the Executive Board in 2021. Together with Dirk von Borstel and Ricarda Jebsen, the leadership team drove the strategic expansion and successful technological integration of the modular programmatic full-tech stack under the Virtual Minds umbrella brand. They also launched the development and market entry of the innovative Media Manager and, with Peruzzi at the helm, initiated the company’s expansion into European markets beyond the DACH region. Beyond his corporate role, the renowned digital and adtech expert contributes his profound expertise in technology trends and market developments to German and European industry associations such as the BVDW and IAB Europe. In total, Peruzzi spent over eight years in Virtual Minds’ top management.

“It is with great joy and gratitude that I look back on eight extremely successful, challenging, and rewarding years at Virtual Minds. I would like to express my sincere thanks to all my colleagues and our shareholder, ProSiebenSat.1,” explains Tom Peruzzi. “I joined Virtual Minds in 2017 with a clearly defined mission and goal: to guide the group through a fundamental transformation phase – from a founder-led group of companies to a competitive, governance-integrated European adtech company. We have implemented the necessary strategic steps and paved the way for a strong and future-oriented market position for Virtual Minds. Therefore, now is the perfect time to hand over my operational responsibilities to Dirk and Ricarda. I am very pleased that they will continue to lead the company in their proven manner and wish them all the best in writing the next chapter of Virtual Minds’ success story.”

Markus Messerer, Managing Director & Chief Operating Officer Seven.One Media and responsible for the AdTech business at ProSiebenSat.1: “Under Tom Peruzzi’s leadership, Virtual Minds has evolved into a major player in the adtech sector. For instance, the development and launch of the Media Manager laid the foundation for our unique and innovative Advanced TV advertising products, such as Programmatic TV. I thank Tom Peruzzi for his outstanding work and have greatly valued our ongoing exchange and his high level of expertise. I deeply regret his departure and wish him all the best for both his professional and private future. At the same time, I am delighted that the Virtual Minds management team remains in excellent hands with Ricarda Jebsen and Dirk von Borstel, two proven experts. This sets the course for the future of Virtual Minds and places it in experienced hands.”

About Virtual Minds

Virtual Minds has stood for premium adtech made in Europe for over 20 years. Virtual Minds’ digital and media technology brands – Adition (enterprise marketing platform and ad serving), Active Agent (omnichannel DSP), The Adex (data management platform and cross-device media solutions), Yieldlab (omnichannel SSP) and the Virtual Minds Media Manager (realtime playout of classic linear media inventories) – are among the top European and international solution offerings in their respective segments and together form the leading European modular full-stack offering for the digital advertising market.

Virtual Minds’ international customers include large publishing and TV companies and their marketing units, agency groups and numerous top advertisers.

Virtual Minds GmbH is a 100% subsidiary of ProSiebenSat.1 Media SE.

www.virtualminds.com

Press photos

]]> Beyond Cookies & IDs: How targeting will be rethought in 2026 https://virtualminds.com/beyond-cookies-and-ids-how-targeting-will-be-rethought-in-2026/ Thu, 15 Jan 2026 09:10:37 +0000 https://virtualminds.com/?p=16875

The departure from third-party cookies is no longer a theoretical debate. It is happening gradually but irreversibly – driven by regulation, technological changes and a significantly increased awareness of data protection. What was long considered a standard practice is increasingly losing its importance. However, this change is by no means a technical downgrade, but rather a strategic opportunity. The crucial question is no longer ‘How can cookies be replaced?’ but ‘How can relevance, reach and measurability be achieved in a new, sustainable ecosystem?’ The real upheaval lies less in the elimination of an identifier than in the reassessment of how digital advertising should fundamentally work.

From replacement thinking to ecological restructuring

In the early stages of the cookie debate, the focus was on finding alternatives that were as similar as possible. New IDs, login alliances and probabilistic models were intended to continue the familiar logic of individual recognition as seamlessly as possible, but often with limited success and new regulatory doubts.

However, a deeper pattern is becoming increasingly apparent: the challenge is less technical and more structural in nature. Tomorrow’s advertising will no longer function primarily through the seamless tracking of individual users, but rather through the intelligent interplay of context, high-quality data and precise control.

A fixed concept of identity is being replaced by a dynamic understanding of situations. We no longer address people because we ‘know who they are.’ We reach them because we understand the situation they are currently in and the mindset they bring with them. This ecological transformation does not mean replacing a dominant mechanism. It represents the transition from monolithic to modular, resilient systems.

Contextual Targeting 2.0: Relevance through context

Contextual targeting is one of the oldest disciplines in digital advertising and, at the same time, one of the most underestimated. Modern approaches go far beyond simple keyword logic. They analyse semantic relationships, evaluate the editorial quality and tone of an environment, and even take the usage situation into account.

The advantage of this is as simple as it is compelling: relevance arises directly and organically from the environment itself. A reader of an article about sustainable travel is open to relevant offers at that moment – regardless of their cookie history. This logic is not only effective, but also privacy-friendly. The key to success lies in precision: only through clean and in-depth classification of content can contextual targeting unfold its full potential to reduce wastage and increase user acceptance.

First-party data: a foundation built on responsibility

First-party data is rightly considered the gold standard of the cookie-less era. As information voluntarily provided from direct customer relationships, it is of the highest quality, trustworthiness and relevance. But simply owning it is not a competitive advantage. Its true value only unfolds through strategic use and integration.

Although many companies have extensive data sets at their disposal, they fail due to fragmented silos, a lack of structure or insufficient integration into media and campaign processes. At the same time, demands for transparency and data governance are growing, and users expect recognisable and fair value in return for their data. Successful first-party strategies therefore require not only robust technology, but also consistent, trust-building communication.

Cohorts & Privacy-Preserving APIs: Scaling without individualisation

Cohort-based approaches and privacy-preserving APIs offer a promising way to increase reach beyond one’s own data pool. Instead of targeting individual users, people are addressed as part of statistically defined, interest-based groups.

These models are scalable, robust in regulatory terms and reduce dependence on fragile personal identifiers. At the same time, they require a rethink in planning: target groups become more abstract and optimisation processes are less granularly focused on individuals. In the long term, such approaches can form a stable, data protection-compliant basis for broadly effective campaigns – not as a panacea, but as an essential building block in the overall setup.

Data Clean Rooms: The architecture for trustworthy collaboration

Data clean rooms are becoming increasingly important in situations where multiple parties want to gain insights from their data without having to exchange the underlying sensitive information itself. They enable analysis, overlap measurement and success attribution in a controlled and secure environment.

However, the added value does not arise automatically from the technology itself. Data clean rooms are precise tools for clearly defined issues, such as campaign optimisation, cross-channel management or linking advertising impulses with sales results. The decisive factor is the ability to translate aggregated insights into concrete operational decisions.

Measurability reimagined

The elimination of personal identifiers is putting established measurement and optimisation models under increasing pressure. Attribution is becoming more complex, traditional KPIs are losing their precision, and the advertising impact can be less clearly attributed to individual contacts.

At the same time, new measurement logics are emerging in which aggregated models, probabilistic approaches and qualitative indicators are increasingly coming to the fore. Instead of precise allocation, the focus today is on robust impact models that deliver reliable results even under restrictive conditions.

This changed view of measurability has a direct impact on operational control, as traditional frequency capping, which is based on individual recognition, is increasingly reaching its structural limits. Identifier-independent approaches such as AnyID frequency capping show that contact dosage is also possible without personal profiles – not at the level of individual users, but via consistent, aggregated system logic. Frequency is thus evolving from an individual control variable to a strategic control dimension.

It is clear that measurement and control can no longer be viewed in isolation. They are part of a larger context in which different approaches must be interlinked.

"AnyID Frequency Capping" has been very well received in the market. It is clear that there is a demand for this.

Thomas Peruzzi, Speaker of the management board, Virtual Minds

Interaction instead of individual solutions

Practice clearly shows that no cookie-free approach can have a lasting effect on its own. This effect only arises from the intelligent interaction of high-quality context, strategically used first-party data, scalable anonymised models and adapted measurement methods. Future-proof campaigns must be cross-channel, inventory-flexible and regulatory-resilient. The underlying technology must be able to combine different signals and models into a coherent strategy without relinquishing control over data and processes.

The future of digital advertising therefore does not lie in the search for the next singular standard. It lies in the ability to deal confidently with diversity. Companies that rely on multiple interoperable approaches today and have mastered their interaction are not building short-term transitional solutions. They are creating genuine resilience to regulatory, technological and market changes.

Cookies have long been a dominant but fragile mechanism. Their abolition does not mean a loss, but rather an opportunity for a more sustainable, transparent and robust advertising ecosystem. The decisive factor will not be who sets the next standard, but who has learned to rethink relevance under new conditions.

]]> From data sovereignty to programmatic TV: These trends will drive the industry in 2026 https://virtualminds.com/programmatic-trends-tom-peruzzi-2026/ Wed, 10 Dec 2025 10:20:26 +0000 https://virtualminds.com/?p=16845

Anyone who wants to remain competitive in 2026 should start identifying the key levers now. Which technologies are really shaping the industry? How are media usage and consumer behaviour changing? Although it is impossible to predict the future with certainty, the first developments are already becoming clear.

Industry expert Thomas Peruzzi provides an in-depth outlook and analyses five key factors that will be particularly relevant for advertisers, publishers and agencies in the coming year. He also highlights which channels are gaining in importance and what options are available for reach, identity and data usage.

Data sovereignty and identity – first-party strategies and clean rooms as standard

The trend is clear: although third-party cookies have not yet completely disappeared, they are rapidly losing relevance. Stricter data protection regulations, technological advances and declining usage and acceptance among users are significantly accelerating this decline. At the same time, first-party data is becoming increasingly important. It is becoming a key strategic asset and forms the basis for sustainable, future-proof targeting and campaign management. Companies that invest in their own data ecosystems today and actively use them not only ensure compliance, but also secure long-term competitive advantages.

Meanwhile, data clean rooms are emerging as a new infrastructure for collaboration that complies with data protection regulations. They allow data to be analysed securely by partners without it being shared directly. This approach creates trust and transparency while maintaining privacy. This approach is set to become standard practice, particularly when collaborating with publishers, agencies, and technology partners.

At the same time, alternative identifiers are gaining importance because they make it possible to reconcile data protection and targeted advertising. These include login-based solutions such as netID, which are based on publisher first-party data and explicit user consent. On the other hand, there are approaches such as Utiq, which work via a telecommunications-based privacy gateway and are only activated after clear consent has been given by the user. In addition, contextual methods such as page categories, semantic matching and content classification are becoming increasingly relevant. In this context, hybrid identity solutions are also gaining in importance. The future lies not in a single identifier, but in interoperable approaches. These must work across channels, be flexible in their application and meet regulatory requirements.

This is precisely where solutions such as Virtual Minds’ ‘AnyID Frequency Capping’ come in. Our experience with this approach has been very positive so far, and the results are very much in the interests of advertisers. It is a very good example of how reach can be controlled across channels and frequency managed efficiently in a data protection-compliant, identification-agnostic and future-proof manner.

AI becomes part of everyday life – from creative co-pilot to performance guarantor

Artificial intelligence, especially in its generative form, is evolving from an innovation factor to a standard feature. What was still experimental just a few years ago is now an integral part of creative workflows, technical optimisations and data-driven decisions.

In the AdTech context, AI drives automation, efficiency and real-time capabilities. Whether in dynamic campaign optimisation, anomaly detection or predictive modelling, intelligent systems are increasingly taking on tasks that were previously manual, reactive or resource-intensive.

Concurrently, standards in the creative sector are undergoing a period of flux. The use of AI models for text, image and video generation is becoming an integral part of content production. This creates new opportunities for personalising and scaling campaigns.

However, the increasing normalisation of AI does not mean stagnation. Quite the contrary. Die Frage der Zukunft lautet nicht mehr ob, sondern wie wir KI effizient, sicher und ethisch einsetzen.The question for the future is no longer whether, but how we can use AI efficiently, safely and ethically. It will be crucial for the ad tech industry to exploit the potential of this technology not only technically, but also strategically and responsibly.

"AnyID Frequency Cappin" has been very well received in the market. It is clear that there is a demand for this.

Thomas Peruzzi, Spokesperson of the management board, Virtual Minds

Attention as a Currency – From clicks to quality of attention

Viewability is a thing of the past: from 2026, attention will become the new KPI. Attention, i.e. the actual duration, intensity and quality of ad viewing, is becoming the new currency in the AdTech ecosystem. This is because a visible ad impression does not necessarily mean that the message has been noticed or emotionally or cognitively anchored.

More and more advertisers and agencies are therefore questioning purely quantitative metrics. Instead, they are relying on attention models that evaluate factors such as visibility duration, screen presence and interaction probability. With the help of new technologies and AI-supported analyses, this attention becomes measurable and comparable – across channels, in real time and in the context of the user journey.

The goal is clear: advertising budgets should be used more efficiently, creative assets should be optimised based on data, and advertising should once again be designed as an experience. This results in a clear mandate for publishers and technology providers. Inventory that demonstrably generates attention gains value, regardless of whether it is video, CTV, display or innovative formats such as in-game advertising.

Regulation as a game changer – when compliance becomes a competitive advantage

There are growing signs that 2026 could be the year in which the EU intervenes more strongly in the adtech industry. Key regulations already exist in the form of the Digital Services Act and the GDPR. However, experts believe that further, more specific requirements will follow. These will have a direct impact on advertising technologies, data processing and automated playback.

It is still unclear which players will be specifically affected. However, it is certain that the impact will vary depending on the business model, platform role and data usage. While large gatekeepers are likely to come under greater scrutiny, it is still unclear how granular the requirements for smaller providers, agencies or specialised platforms will be.

Regulation is likely to focus on key issues such as transparency, data sovereignty and fair market access. Data-driven targeting and profiling, especially for sensitive user groups, are already under scrutiny. What still seems abstract today could soon have a concrete impact on day-to-day business, from changed reporting requirements and new governance standards to restrictions on targeting models. Those who anticipate regulatory developments early on and think strategically can not only minimise risks, but also identify new market opportunities.

Media Mix Modelling 2.0 – From retrospective analysis to real-time attribution

The era of one-dimensional attribution is coming to an end. The classic last-click model, which dominated the evaluation of advertising effectiveness for years, is becoming increasingly less important. It is being replaced by more complex, automated forms of media mix modelling (MMM). These take cross-channel relationships into account and enable well-founded statements to be made about the effectiveness of individual marketing measures in a manner that complies with data protection regulations.

Technological advances, particularly in the area of clean rooms and data-secure collaboration environments, are driving this development forward. The ability to analyse aggregated data from various sources using models creates new transparency without having to disclose personal data. This improves both the quality of analysis and data protection.

Media mix modelling is thus evolving from a retrospective planning tool into a strategic control tool for real-time optimisation. Advertising budgets can be used more precisely, evidence-based and in compliance with regulations on this basis. In an increasingly fragmented media landscape, this is a prerequisite for sustainable advertising success.

Programmatic TV – democratisation through reach and relevance

The increasing programmatic exploitation of traditional TV inventory is fundamentally changing the balance in the digital advertising market. What was once firmly anchored in the linear environment is increasingly becoming part of programmatic booking logic thanks to technological advances. This includes targeting, frequency management and real-time optimisation.

This change not only affects the TV ecosystem itself, but also has direct consequences for the open web. The more high-quality, attention-grabbing TV inventory becomes programmatically tradable, the more volume, quality and relevance the open web gains. The resulting increase in reach and quality makes programmatic environments more attractive to advertisers in direct comparison with closed platform ecosystems.

Programmatic TV thus acts as a bridge between traditional media and digital advertising. At the same time, it makes a structural contribution to the democratisation of the digital market. This strengthens the open web, as it can increasingly compete with walled gardens in terms of reach, predictability and data logic. In the long term, this creates a healthier balance between open and closed advertising worlds, which benefits brand diversity, transparency and competition.

‘Walled gardens’ refer to closed digital ecosystems operated by major tech providers such as Google, Meta Platforms and Amazon. Within these environments, content, user data and advertising space are completely controlled. External partners do not have direct access to sensitive customer data, but can still display targeted advertising within the system.

Outlook: Shaping rather than reacting

The adtech industry will once again reach a turning point in 2026. Identity, AI, attention and regulation are the cornerstones of this dynamically evolving market. Those who see this phase as an opportunity can help shape tomorrow’s standards today, whether through data protection-compliant partnerships, well-thought-out technology integration or a clear stance on transparency and innovation.

The coming months will show whether the industry will succeed in translating complexity into scaling and fragmentation into cooperation. One thing is certain: future security arises where technology, strategy and responsibility are not separated, but consciously considered together. Those who master this triad can not only react, but also shape the future.

]]> With WIIT’s OpenStack for a sovereign cloud infrastructure https://virtualminds.com/wiit-openstack-cloud-infrastructure/ Wed, 08 Oct 2025 07:12:00 +0000 https://virtualminds.com/?p=16781

Now more than ever, companies are faced with the task of setting up their IT infrastructures in a way that is flexible, scalable and secure. Traditional server landscapes quickly reach their limits, as peak loads, new functions or regulatory requirements often lead to long lead times or high investments.

For Virtual Minds, it was clear that a sustainable solution had to offer more than just efficiency. It had to combine technological excellence with future-proofing, while also meeting the highest European standards in terms of data sovereignty and compliance.

From on-premises to cloud architecture

With this goal in mind, we made a strategic decision: to completely migrate our IT landscape to an agile, sovereign and GDPR-compliant private cloud. The foundation for this is a customised OpenStack platform, which we are implementing together with WIIT, a leading provider of European cloud solutions.

Award

Our joint project won an award at the Digital360 Awards 2025 in the category ‘Cloud Computing & Infrastructure Solutions’. Every year, the awards recognise the best innovation and security projects, and our win confirms how relevant open, resilient infrastructures are for Europe's digital future.

The collaboration with WIIT enables us to gradually transition our existing on-premises environment to a modern cloud architecture. Instead of rigid server structures, we will rely on flexible virtual resources that can be dynamically adapted.

This is complemented by Managed Kubernetes, which ensures efficient and secure operation of container-based applications. The result is an infrastructure that is significantly more agile, resilient and future-oriented, giving us the freedom to focus entirely on our core applications and our customers.

Customer benefits you can feel

By migrating our infrastructure, we are not only improving our internal processes, but also creating directly tangible benefits for our customers:

  • Greater reliability and availability: Distributing cloud servers across multiple availability zones ensures virtually uninterrupted operation. Customers thus benefit from significantly increased reliability and minimised downtime.
  • Dynamic adaptation to demand: The infrastructure responds instantly to peak loads – fully automatically and without manual intervention. For customers, this means consistently high performance, regardless of the level of utilisation.
  • Faster innovation and shorter release cycles: Demand-driven resource provisioning enables new features and updates to be rolled out much more quickly. This gives customers greater agility and shorter time-to-market for new features.

More than just a relocation: infrastructure for the future

Our new infrastructure not only focuses on flexibility and speed, but also anchors security as a fundamental standard. Operating on state-of-the-art, highly optimised hardware minimises risks from the ground up thanks to integrated security features and facilitates compliance with regulatory requirements.

The migration to WIIT’s OpenStack platform will take place in clearly defined phases, strictly based on the importance of our products and services for the business. We will gradually transfer individual services over the coming weeks and months. This carefully planned approach guarantees a smooth transition and ensures that our usual high service quality is maintained.

We are also using the migration as an opportunity for fundamental optimisation:

  • Technical agility: Services are not simply moved, but architecturally adapted so that they can scale even more flexibly and performantly in the future.

Increasing customer satisfaction: Our overarching goal is to significantly improve the experience for our users by providing a more stable, faster and more reliable platform.

The next step: global scaling and outlook

Following this initial migration phase, the infrastructure is planned to be expanded to other regions. This will significantly increase reliability and at the same time create the conditions for a globally scalable infrastructure for our platforms such as Active Agent DSP, Yieldlab SSP, The Adex DMP and Virtual Minds Media Manager. In doing so, we are laying the foundation for international expansion, robust disaster recovery solutions and a long-term, future-proof IT landscape.

]]> Virtual Minds launches ‘Any ID Frequency Capping’ and expands ID spectrum with Utiq https://virtualminds.com/virtual-minds-launches-any-id-frequency-capping-and-expands-id-spectrum-with-utiq/ Tue, 16 Sep 2025 06:35:00 +0000 https://virtualminds.com/?p=16709

Freiburg/Brussels, 16 September 2025. Deterministic, interoperable ID solutions are a key factor in overcoming the fragmentation of the open web. In order to scale campaigns effectively and efficiently – even across channels – using uniform, data protection-compliant standards for user addressing, Virtual Minds has equipped its Active Agent Demand-Side Platform (DSP) with innovative ‘Any ID Frequency Capping’. At the same time, Virtual Minds is expanding its range of identifiers with Utiq ID – a solution that exemplifies the growing diversity and power of the ‘Any ID’ approach.

‘Any ID Frequency Capping’: Greater reach and flexibility across IDs in programmatic campaign management on the open web

With the new ‘Any ID Frequency Capping’ feature, Active Agent DSP now enables innovative, agnostic, i.e. equal processing of all identifiers contained in a bid request for contact dose or contact class control. In contrast to the ‘waterfall model’ used by other adtech providers, in which IDs are only used to a limited extent and in a predefined, fixed order for user addressing, the Virtual Minds approach allows numerous identifier types and ID solutions such as third-party, custom, provider-based and device IDs can be combined on a customer-specific basis. The available ID set currently comprises more than ten identity solutions that can be used individually (‘OR link’) or in combination with each other (‘AND link’). This enables campaigns on the open web to achieve greater reach, and media agencies gain more flexibility in selecting relevant IDs for target group-specific control of advertising pressure.

Any ID Frequency Capping + Utiq ID: Active Agent enables cross-channel advertising pressure control for the first time

Virtual Minds has entered into a partnership with Utiq to become the first adtech provider to offer its innovative control solution across multiple channels. The focus of this partnership is the cross-platform integration of Utiq ID, which can be used to address so-called authentic audiences – real people instead of impressions – in digital channels such as the web, apps and CTV/streaming.

The integration of Utiq ID into the programmatic platforms Active Agent (omni-channel DSP) and Yieldlab (multi-channel sell-side platform (SSP)) and the use of the identity solution via The Adex data management platform (DMP) for targeted audience addressing and advertising pressure control open up new and innovative media potential and scaling opportunities:

On the one hand, Active Agent DSP can be used to target specific audiences and control advertising pressure in open web campaigns dedicated to Utiq first-party authentic audiences. On the other hand, the use of ‘Any ID Frequency Capping’ in combination with the Utiq ID not only results in new use cases and testing options that cannot be mapped in a waterfall logic, such as comparing contact class target achievement rates based on cookies and Utiq IDs in browsers such as Safari or Firefox. The interaction between Utiq ID and Virtual Minds technology also enables cross-channel control of advertising pressure for the first time, which particularly includes the booming CTV/streaming moving image channel, thus enabling effective and efficient integrated instream and outstream campaigns. On top of that, thanks to Utiq’s close cooperation with netID, advertisers and media agencies also gain access to netID reach data. This makes it much easier to achieve target group reach and campaign setup from a single source.

Utiq and Virtual Minds are thus strengthening an open, trust-based digital ecosystem.

Norman Wagner, Managing Director of Utiq DACH: “For brands, control and transparency are paramount: they want to know exactly who they are reaching, how often and in what environments. With the integration of our telco-powered Utiq ID into Virtual Minds’ open technology, advertisers can now determine for the first time which identifiers they use for their campaigns – individually or in combination. This freedom of choice provides clarity in reach building and a secure basis for investments in the open web. In this way, we create trust and ensure that brand communication remains effective, compliant with data protection regulations and brand-safe.”

Tom Peruzzi, spokesperson of the management board at Virtual Minds, explains: “Virtual Minds has always pursued an open and agnostic technology and product strategy. We are consistently continuing this with our “Any ID Frequency Capping”. The integration of the cross-channel-capable Utiq ID opens up special opportunities for us in campaign management, such as the cross-channel management of advertising pressure, which is now possible for the first time. This not only reaffirms our innovation leadership in providing high-quality cross-media adtech solutions, but also makes a significant contribution to standardising the open web and merging it with traditional digital media channels to create a digital media system that offers advertisers a powerful alternative to the walled gardens of big tech.”

About Virtual Minds

Virtual Minds has stood for premium adtech made in Europe for over 20 years. Virtual Minds’ digital and media technology brands – Adition (enterprise marketing platform and ad serving), Active Agent (omnichannel DSP), The Adex (data management platform and cross-device media solutions), Yieldlab (omnichannel SSP) and the Virtual Minds Media Manager (realtime playout of classic linear media inventories) – are among the top European and international solution offerings in their respective segments and together form the leading European modular full-stack offering for the digital advertising market.

Virtual Minds’ international customers include large publishing and TV companies and their marketing units, agency groups and numerous top advertisers.

Virtual Minds GmbH is a 100% subsidiary of ProSiebenSat.1 Media SE.

www.virtualminds.com

About Utiq

Utiq is a European adtech company with a unique telco-backed first-party identifier that enables responsible digital marketing through authentic consent.

Utiq enables brands and media companies to target first-party authentic audiences at scale, deliver relevant ad-supported experiences, and comply with the strictest data protection standards through its secure and encrypted consentpass solutions that work without third-party cookies or fingerprinting. Utiq’s easy-to-use and centralised consenthub platform gives users full control and choice over their data in a simple way and is part of the effort to build an ecosystem based on trust and transparency.

Utiq was founded in 2023 and is supported by telecommunications providers Deutsche Telekom AG, Orange SA, Telefónica S.A. and Vodafone Group plc.

https://utiq.com

Press photos

]]> The 10 most common mistakes in ATV campaigns – and how to avoid them https://virtualminds.com/atv-10-common-mistakes/ Mon, 08 Sep 2025 06:52:01 +0000 https://virtualminds.com/?p=16577

The combination of linear television with digital precision opens up completely new possibilities for advertisers and agencies in the context of ATV campaigns. However, an ATV campaign can be set up correctly from a technical standpoint – including budget, targeting and target groups – and still not be played out. This is often due to incorrect settings in the demand-side platform (DSP), which can quickly lead to massive performance impairments in campaigns.

To prevent campaigns from disappearing into digital limbo, we present the most common pitfalls and practical solutions below:

Marlene Beck, Head of Technical Consulting at d-force, has identified the most common pitfalls for this article. Together, we use practical solutions to show how campaigns can be prevented from disappearing into digital no man’s land.

#1 The campaign is running, but the creative is not

A common mistake is the incomplete activation of campaigns and creatives. Often, the campaign is live, but the advertising material remains inactive or is still undergoing approval checks, meaning it is not being displayed. Many DSPs require manual activation of creatives, which must also be approved by the publisher. It is important to check whether the video format used meets the specific requirements for ATV, whether the file quality and length are correct, and whether the publisher has refused separate approval.

Symptom: Status ‘active’ but 0 impressions.
Cause: Creatives have not been manually approved or are in publisher review.
Quick Fix:

  1. Check in the DSP whether Creative is activated.
  2. Check the format (e.g. 15s vs. 30s) and file quality (e.g. 1920 x 1080 px or aspect ratio: 16:9 for ATV creatives).
  3. Check the approval status in the DSP. If the creative has been rejected, contact the publisher or adjust the creative.

#2 Temporal inconsistencies sabotage playback

Careful planning of the campaign is essential, as there are different levels: order, line item and creative, each of which can have its own duration. However, there are often discrepancies in the timing of these elements. Even the smallest discrepancies in start or end dates can affect programmatic delivery. For example, if the creative runs longer than the associated line item, the available inventory cannot be fully utilised.

Symptom: Campaign runs only sporadically.
Cause: Different start/end dates between order, line item and creative.
Quick Fix:

  1. Check all durations manually.
  2. Select in the system whether the durations should be transferred to the underlying line items and creatives.

#3 The CPM is below the floor price

A common reason for playback problems in the ATV environment is undercutting the minimum bid. This is usually defined by a fixed price or a deal floor price. If the bid submitted is below this threshold, it will not be considered. This is often caused by simple errors, such as when copying values or due to inaccurate work steps. In the DSP, the current floor price of a deal can be viewed using current bid request samples and the CPM can be adjusted accordingly in the campaign if necessary.

Symptom: No playback despite active deal.
Cause: The max CPM is below the deal floor price.
Quick Fix:

  1. Check the current floor price in the booking sheet and/or in the Active Agent UI.
  2. If necessary, adjust the CPM in the line item afterwards.

#4 The deal exists but is not correctly linked

As a rule, incorrect deal integration will prevent playback entirely. The supply-side platform (SSP) must be connected to the appropriate deal ID and the configuration must be made with the correct seat ID. Since all deals are usually seat-specific, an incorrect or missing ID can prevent the publisher from allocating the inventory. In these cases, no inventory allocation takes place, even though the campaign is formally activated.

Symptom: Campaign active, but 0 bid requests.
Cause: Incorrect deal ID or seat ID in the DSP.
Quick Fix:

  1. Compare the ID with the deal ID in the booking sheet.
  2. Check whether the deal is sending traffic.
  3. Check the Seat ID in the Active Agent UI or ask your Technical Consultant.

#5 Underestimated expenses: Fees that stop the campaign prematurely

A common mistake that is often underestimated is budget planning. If technical fees, agency fees or DSP fees are not taken into account, less budget is effectively available for net playout. In practice, this means that campaigns end earlier than planned or can only be delivered to a limited extent. As a result, the effective CPM increases disproportionately.

Symptom: Campaign ends weeks ahead of schedule.
Cause: Technical fees (e.g. DSP fees) have not been taken into account.
Quick Fix:

  1. Find out in advance about any fees that may apply.
  2. Enter the agreed budget plus the deposited fees in the line item.

#6 Too much of a good thing: Overloaded targeting

Another hurdle to reach and performance is over-optimisation of the delivery parameters. Overly restrictive specifications, such as a frequency cap of only one impression per day or fixed time slots for delivery, often clash with the non-linear usage behaviour of the ATV target group. In limited environments, such restrictions act as barriers.

The use of overly granular or redundant targeting criteria can also significantly limit the reach of a campaign. Often, certain target group characteristics are already integrated into the deal, for example in terms of household structure, region or interests. If these targetings are set too narrowly, the inventory may become too fragmented, which can severely limit or even completely prevent delivery.

Symptom: Low reach
Cause: Redundant targeting layers (e.g. age + household type in the deal).
Quick Fix:

  1. Check which filters are already pre-targeted in the deal.
  2. Ease up on the targeting bit by bit.

#7 The wrong bidding strategy in the premium environment

In the ATV sector, available inventory is naturally limited. If a restrictive bidding strategy such as ‘best price’ is used in these environments, it is possible that no reach will be achieved despite a sufficient budget. A bidding strategy that focuses on the maximum price in order to prevail in auctions is more effective, especially for first-look or premium inventory. An adapted bidding strategy is therefore crucial in order to remain competitive in highly sought-after environments.

Symptom: Campaign is running, but hardly any impressions.
Cause: ‘Best Price’ instead of ‘Maximise Reach’.
Quick Fix:

  1. Use the maximum price bidding strategy based on the agreed deal price.

#8 Rigid impression capping as a reach brake

Impression capping is often set so strictly that the campaign reaches its delivery limit after just a few days, which can stop delivery. This can be remedied by ensuring that budget or impression capping does not hinder the desired delivery target.

Symptom: Playout stops after 2 days.
Cause: Daily cap too low (e.g. 1,000 impressions/day).
Quick Fix:

  1. Check the impression capping that has been set and adjust it in the line item if necessary.

#9 Target group with low reach

Even with the correct technical configuration, a campaign cannot be played out if the stored target group segment has only a small reach. Without active user matching, there will be no bid response or no bid, which completely prevents playout. To prevent this, no outdated deals should be used.

Symptom: 0 bids or no scaling.
Cause: Segment data with low reach.
Quick Fix:

  1. Use incremental/reminder segments with campaign references, e.g. to a linear TV spot ID.
  2. If you have any questions about the booking sheet, please contact the technical consultants at d-force – they will be happy to help you. Alternatively, you can find helpful information and instructions at any time in the d-force Academy.

#10 Limited ATV reach

Even with a fundamentally functional setup, the desired reach of an ATV campaign may not be achieved if the current campaign setup has a limiting effect. If optimisations are not made, the reach potential will not be fully exploited – especially if the estimated reach has already been calculated ambitiously.

Symptom:Limited availability.
Cause:There does not appear to be enough inventory available during the desired time period.
Quick Fix:

  1. Consciously control the number of campaigns per deal for maximum impact or negotiate individual deals.
  2. Agree on suitable deals and volumes in advance in close consultation with the publisher.
  3. Take measures to scale up, e.g. additional target groups, broader targeting or FC relaxation.

Precise setup for maximum effect

All these examples show that technical infrastructure is the backbone of a campaign, but also its Achilles heel – because good advertising campaigns don’t stop at creative ideas and a well-thought-out media plan.

The examples shown are not isolated cases, but widespread factors that influence the success of an advertising campaign in the background. Those who are aware of them can take countermeasures. Those who ignore them risk visibility, reach and impact.

Every campaign tells a story. For it to be effective, it takes more than just a strong understanding of the target audience and an approved budget. Precise technical implementation and careful setup are just as crucial, as this is the only way to achieve the desired results.

‘An ATV campaign is not a sure-fire success: without clear settings for DSP, deal IDs and prices, even the best idea can come to nothing. If you lose track of the setup, you’ll be wasting reach and advertising impact,’ Marlene Beck concludes.

Ultimately, it is not just creative spark that determines success, but the seamless interaction of all components. Those who understand this will not only set advertisements in motion, but messages too.

]]> Goodbye Cookie – Hello Future? https://virtualminds.com/goodbye-cookie-hello-future/ Mon, 11 Aug 2025 08:34:00 +0000 https://virtualminds.com/?p=16349

What should be a matter of course in brick-and-mortar retail, namely recognising regular customers and providing them with personalised advice, is becoming increasingly challenging in the digital world. While local booksellers can still recognise their customers by sight, digital business models are losing their most important tool with the demise of third-party cookies: cross-user tracking. This is a paradigm shift with far-reaching consequences, but also new opportunities.

A paradigm shift with consequences

But why is the end of third-party cookies so drastic? For years, they formed the foundation for targeted advertising, reach control and performance measurement in digital advertising. However, technological restrictions, regulatory requirements and increased awareness of data protection are making this practice obsolete. They are being replaced by new approaches, some tried and tested, some still in development, which are paving the way for a data-sovereign ecosystem.

A recent white paper by the German Digital Economy Association (BVDW) analyses this change along the following phases of media planning, which show how new technologies are closing existing gaps while opening up opportunities for more sustainable strategies:

Awareness phase: Relevance without tracking

Whereas third-party cookies used to be responsible for reach and target group segmentation, contextual targeting, privacy-preserving APIs (e.g. Topics API) and alternative identifiers now perform these tasks. This new approach requires more precise target group definitions and intelligent frequency control, but also promises greater relevance and less redundant advertising for users.

Consideration & Conversion: New ways to re-engage

Traditional retargeting is becoming less effective. Instead, data clean rooms and first-party data strategies are gaining importance. Protected data rooms make it possible to continue targeting specific audiences based on proprietary data and secure matching technologies – albeit under new technical and organisational conditions.

Optimization: Measurability reimagined

Without third-party cookies, traditional models such as conversion-based or frequency-based bidding lose accuracy. However, new approaches such as probabilistic frequency management and attribution based on first-party data show that effective campaign management remains possible if the data base is of high quality and systematically structured.

Solutions that address existing challenges in a more targeted manner have long been part of everyday life and are key drivers of the transformation of the ecosystem.

Thomas Peruzzi, Spokesperson of the management board, Virtual Minds

Challenge meets innovation potential

The elimination of cookies does not mean the end of targeted advertising, but it does mean the end of a dominant yet unsustainable standard. The future belongs to an advertising world that relies on first-hand data, interoperability and sovereignty over one’s own data. The ability to strategically combine new technologies while complying with data protection regulations will be crucial.

The BVDW white paper makes it clear that there are already numerous alternatives available – from identity solutions and context-based procedures to comprehensive industry standards. The key lies in the intelligent and well-thought-out integration of these approaches.

Thomas Peruzzi, spokesperson of the management board at Virtual Minds and head of the P3PC lab of the Working Group Data Tech & Economy at BVDW, adds: “A lot has happened since we first used an alternative identifier consistently in the programmatic advertising chain in 2019. Cookies are becoming increasingly less important. Solutions that address existing challenges in a more targeted manner have long been part of everyday life and are key drivers of the transformation of the ecosystem. Instead of continuing to refer to them as “alternative IDs” or extensions, we should recognise that they are becoming the new standard.”

Active instead of reactive: strategies for the transition

Saying goodbye to third-party cookies is no longer a vision of the future, but already a reality. Companies waiting for a single perfect solution risk losing reach, relevance and efficiency. A forward-looking switch to data protection-compliant alternatives, such as the targeted expansion of proprietary data, the use of alternative identification methods or the deployment of context-based procedures, creates independence from platforms and provides clear competitive advantages.

Those who invest now in data infrastructure, interoperable systems and transparent user relationships will secure digital sovereignty and sustainable campaign impact in an increasingly fragmented media landscape.

Further information

The complete white paper from the German Federal Association for Digital Economy offers companies, agencies and platforms practical guidance. It highlights technological alternatives and examines the structural requirements for the effective, transparent and responsible use of digital advertising technologies.

]]> Cookies, clicks, control: who pays for the free internet? https://virtualminds.com/who-pays-for-the-free-internet/ Mon, 14 Jul 2025 05:33:51 +0000 https://virtualminds.com/?p=16022

We scroll, stream and research every day, often without paying for it directly. But what mechanisms make this seemingly free access possible?

The internet is interwoven into almost every aspect of our lives – from communication and entertainment to news, shopping and completing important tasks. The growing importance of digital services raises the question of how these platforms work. How are they financed? How do companies organise their interactions with users? And what role does personal data play in this?

Such questions are bringing issues such as data protection, transparency and trust more into focus. Users want a secure online experience and more control over their information. At the same time, the use of digital services is often a balancing act between individual needs, the desire for free access and the economic foundations on which many online services are based.

The value of free digital services

A recent study by IAB Europe provides valuable insights into how European users perceive online advertising, privacy and the trade-offs that free services enable. In the debate around privacy regulations and the future of digital advertising, the study highlights a fundamental truth: consumers want control over their data, but also recognise the value of an ad-supported internet.

More than 10,500 internet users aged 16 and over in twelve European markets (Germany, France, Italy, Spain, Poland, Sweden, the Netherlands, the Czech Republic, Belgium, Denmark, Ireland and Norway) were surveyed for the study in order to obtain a representative picture of users in the EU.

The principle of reciprocity

Millions of people use ad-financed platforms for communication, entertainment and information. However, many are unaware of the business model behind this. According to the study, European users utilise free online services such as search engines, email and news platforms to the value of an average of 212 euros per month. However, understanding this value is only one side of the coin. The question of how these services are financed and how users interact with the system makes things more complex.

The study also shows that consumers value free access, but are also aware of the consequences of limited personalised advertising, such as payment barriers, lower quality content or limited availability. Interestingly, many users see their consent to personalised advertising as a fair trade-off once they understand that higher advertising revenues keep the services free. Nevertheless, they are faced with a dilemma: the ‘privacy paradox’.

The privacy paradox

Users are therefore in a dilemma: they want a smooth online experience, but at the same time expect strong data protection. While they are in favour of data protection laws such as the GDPR, many consider their implementation to be inadequate – despite ubiquitous cookie banners. This discrepancy undermines trust and engagement.

One thing is clear: consumers expect relevant, non-intrusive advertising that improves their online experience. The study shows:

  • 80% consider online advertising to be useful and prefer fewer but relevant ads.
  • Over 70% have had positive experiences with helpful advertising.
  • More than half find a few personalised ads less annoying than many irrelevant ones.

However, when personalised advertising goes astray – for example, by showing ads for products that have already been purchased – this quickly leads to frustration.

Recommendations for a sustainable digital future

IAB Europe has formulated specific recommendations for action in response to these findings. The aim is to promote a balanced digital ecosystem that takes into account both user interests and economic requirements. The recommendations focus on the following key areas:

  • Ensure open access: maintain a wide range of high quality services.
  • Promote informed choice: Educate and empower users about digital advertising.
  • Maintain existing framework conditions: Maintain legal basis for personalised advertising.
  • User-friendly consent: Incentivise intuitive cookie banners.
  • Strengthen business continuity: Break down barriers and improve user experience.
  • Prioritise implementation: Focus on existing regulations instead of new laws.

The challenge is to create a digital ecosystem that remains economically viable while respecting users' rights.

Thomas Peruzzi, Spokesperson of the management board, Virtual Minds

The impact of the GDPR

The study also shows that seven years after its introduction, users in the EU understand that the GDPR grants them rights, holds companies accountable and provides for sanctions. This is in line with its aim of empowering users within a strong data protection framework. The challenge now is to harmonise the principles of the GDPR with changing digital needs.

Outlook: The search for digital balance

“The IAB Europe study makes it clear: users appreciate free access to digital services – but they are becoming increasingly sensitive to the price they pay in the form of their data. The digital deal only works if transparency, control and fairness are guaranteed. The challenge is to create a digital ecosystem that remains economically viable while respecting users’ rights,” explains Thomas Peruzzi, Spokesperson of the management board at Virtual Minds.

A future-proof Internet needs more than technical solutions – it needs trust. This trust is created through comprehensible communication, real choices and a value-based implementation of existing data protection law. The General Data Protection Regulation provides a solid foundation for this, but it needs to be implemented in a more tangible and user-friendly way in everyday life.

Peruzzi adds: “As a European AdTech provider, we have always been in favour of a balanced reconciliation of interests between all participants in the open network. We respect the protection of privacy and at the same time understand the need for publishers to operate their services in an ad-financed and therefore economically viable way. The better this necessary balancing act affects all providers equally – whether global or local, social or traditional – the better for the entire open Internet. In this topic, we must always bear in mind that a European creative and news economy is politically, socially and economically important. We always assume that it is possible and feasible to reconcile the interests of both sides.”

The way to the digital future is through education, participation and innovation. Advertising yes – but responsibly. Data yes – but self-determined. Free access yes – but not at any price. The digital balance can only be achieved in the long term if users and providers pull together.

]]> Safety in advertising: from nice-to-have to game changer https://virtualminds.com/safety-in-advertising/ Tue, 10 Jun 2025 07:00:00 +0000 https://virtualminds.com/?p=15724

Programmatic advertising is synonymous with efficiency and precise targeting. However, where automated processes dominate, risks also increase. Adverts may appear in questionable environments, often alongside fake impressions or fraudulent placements. Such risks not only endanger the advertising budget, but also the brand’s reputation. Therefore, issues such as brand safety and ad fraud are no longer marginal phenomena, but key challenges in the programmatic advertising market.

Brand safety: more than just protection from scandals

For brands, it is vital that their adverts do not appear alongside hate speech, fake news or other problematic content. According to a study by the ANA (Association of National Advertisers), over 15% of advertising expenditure is lost due to inappropriate placement. Modern demand-side platforms such as the Active Agent DSP counteract this by relying on dynamic real-time filters. These analyse websites in a matter of seconds, helping to identify problematic content at an early stage. Used alongside other measures, they create a safe, brand-compliant advertising environment.

Effective protection against ad fraud starts with clear quality standards.

Hannah Althauser-Wetterer, Head of Product Buyside,Virtual Minds

Ad fraud: the billion-dollar trap

However, in addition to protecting brand perception, one problem area is also taking centre stage: increasing digital ad fraud. According to Juniper Research estimates, around 84 billion US dollars — equivalent to around 22% of the global advertising budget — will be lost to ad fraud in 2023 alone. This figure could rise to 170 billion US dollars by 2028. Performance-based CPC or CPA campaigns, where every click or completion counts, are particularly vulnerable.

Effective protection against ad fraud relies on the targeted use of advanced technologies and maximum transparency. The Active Agent DSP, for example, utilises the filter mechanisms of IAS (Integral Ad Science). PreBid filtering analyses every single ad impression for potential risks before purchase, reliably excluding invalid traffic in real time.

This technical protection is supplemented by individually configurable allow and block lists. While block lists systematically exclude known threats, allow lists ensure the controlled, brand-appropriate placement of adverts. IAS offers Context Control, Avoidance and Targeting segments in the Active Agent DSP. Contextual targeting enables precise targeting, either by specifically placing delivery in the desired environments or by deliberately excluding certain environments. This gives advertisers full control over where their adverts are displayed — and where they are not.

‘Effective protection against ad fraud starts with clear quality standards. Advertisers who rely on advertising spaces that guarantee a certain duration of visibility protect themselves not only from ineffective impressions, but also increase campaign performance at the same time,” explains Hannah Althauser-Wetterer, Head of Product Buyside at Virtual Minds. She adds: ‘Precise geo and device targeting is also crucial because conspicuous traffic from certain regions or unusual devices is often a warning sign of fraudulent activity. If you filter effectively here, you can significantly reduce the attack surface.’

Transparency as an early warning system

However, technical protective measures only work effectively when combined with continuous monitoring and comprehensive transparency. Fortunately, modern reporting tools offer much more than basic performance indicators. They offer in-depth insights into reach, user interactions, inventory quality, and campaign performance. Conspicuous patterns, such as an unusually high click-through rate combined with a low conversion rate, can be identified and analysed at an early stage.

This level of transparency creates security and makes monitoring a strategic tool for achieving sustainable efficiency and campaign success.

Safe advertising, strong brand

However, security measures, transparency and monitoring are just the beginning. A holistic strategy is required to ensure brand safety and combat ad fraud effectively, as these two factors have long been crucial for success in the digital advertising environment. They characterise not only the brand image, but also the ROI.

Hannah Althauser-Wetterer concludes: ‘Those who intelligently combine technology, transparency and strategic action minimise risks and build trust and reach in the long term. Security is therefore not a side issue, but the basis for sustainable advertising and a strong brand.’

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