Benedikt Schmitt-Homann is PAYBACK's first Director of Programmatic Advertising. Programmatic offers an effective way of reaching millions of PAYBACK customers beyond PAYBACK's own marketing channels. This means that PAYBACK partners in the multi-partner bonus program and their retail partners can also address online and offline target groups outside PAYBACK. "Programmatic makes us the first platform in Germany that can play out target group-specific advertising on the Internet, also based on long-term shopping behavior in brick-and-mortar retail," says Benedikt Schmitt-Homann, the new Director of Programmatic Advertising at PAYBACK.
Large Internet retailers have been using knowledge about customers and purchasing behavior for this form of targeting for some time - but this is based purely on online shopping data. "Ninety percent of purchases still take place offline. With programmatic via PAYBACK, these can be used as target groups for online campaigns for the first time. We are delighted to have brought on board such an experienced expert as Benedikt for this new and important Data Driven Marketing area," says Nico Winkelhaus, Head of Digital Marketing at PAYBACK.
Prior to PAYBACK, Benedikt Schmitt-Homann was Head of Product at online marketer United Internet Media and worked for various media agencies.
PAYBACK users must give their prior consent before they can be contacted on third-party websites. Only consumers who have given their opt-in consent will see PAYBACK advertising banners on third-party websites. These advertising spaces are purchased by PAYBACK in real time; programmatic advertising positions suitable advertising offers on the basis of the available data.
A photo of Benedikt Schmitt-Homann can be found here.