EMEA > Independent Trading Desk

Gamned, an international real-time trading technology company based in France, are positioning themselves to bring RTB campaigns and technology-based advertising to the mainstream. ExchangeWire spoke with CEO & Co-founder Edgar Baudin about their offering.

For those unaware of the Gamned proposition, can you give some overview on what you do in the French market?

Gamned is a company specialising in real-time personalised advertising, providing its services to e-merchants and large advertisers since 2009. We run RTB campaigns spanning the whole client life cycle and purchase funnel: from brand awareness to client retargeting for cross-sale. Thanks to our proprietary platform, we can offer full transparency on our operations, buying, margin and where our ads are delivered. We believe that advertisers will become more and more demanding regarding how and where their performances are reached, and we are willing to take them in this direction.

We have 35 people on staff, 40% of whom are in R&D, located in Marseille, while our client services operate from Paris. We have focused our development on core components such as an adaptive DMP, a DCO engine and an advanced client dashboard (soon fully customisable).

This technology allowed us to win the digital marketing and the gold award at the latest E-commerce Paris fair, recognising the strength of our value proposition and technology stack.

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Can you give us an overview on how sociomantic has built and grown its business to this point in the real-time ad market?

Like our customers, we’re a performance-driven company – ROI is the final word. In the last year and a half especially we’ve been pretty quiet when it comes to things like marketing. As a 100% self-financed company, it’s has been imperative for us to keep our focus where it matters most: on the product and services we are offering our clients. When you get those things right, the ‘marketing’, as it were, takes care of itself a bit as word starts to get around.

Since our founding in Berlin in 2009, we’ve scaled from our first RTB campaigns in our home market to running campaigns in more than 45 markets across six continents. We had twenty employees at the end of the last business year and will be approaching 100 by the end of this one. So far, we’ve been fortunate enough to achieve this scale based purely on organic growth. Every cent we earn is reinvested into building the most advanced RTB tech on the market and hiring the best team to build and deliver that solution to our customers. Simply put, our goal is to build the most outstanding team that has ever worked together in online marketing. This passion and focus has resulted in customer retention rates running at 95+% and the trust of many ‘open budget’ accounts on behalf of our partners, all managed in a profitable fashion for the past three years.

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It’s the biggest data-driven advertising event in Europe. It’s the event that even has its own acronym. ATS London is now in its third year, and the line-up of speakers and content is the best yet. Often copied – A LOT! – but never equalled, ATS London brings together the best in the global online ad industry to discuss the latest trends and developments in the space. And this year is no exception.

It is clear that our industry is moving beyond the mess of the LumaScape to a platform-centric world, and this certainly is one of the key areas being explored by ATS London this year. The full-day programme will be organised into three core themes: brand, application and big data. All of these are effectively shaping the data-driven ad space, and speakers and participants on the day will explore these issues in more depth.

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