First programmatic platform for classic radio advertising

Automated, more dynamic and enriched with additional data, the audio broker srw will be handling radio campaigns from 2017. The buzzword here is "programmatic. For Managing Director Ralf Brachat, however, the focus is on the benefits for the customer. Theoretically, weather-based campaigns or spots with reference to sports results are already possible today - but only with enormous personnel effort. "In the future, the customer places a budget for a hail campaign, for example. The connected weather server then automatically ensures that the spot for the hail protection insurance is broadcast in the right place on time," says Brachat.srw is already implementing the first implementation step in the form of an SSP together with the private radio stations by the end of 2016. This is a first at the national level in Europe. The technical platform automates manual processes between advertisers and broadcasters and lends itself as a playground for innovative audio products: From short-term, sports result-dependent subject changes to dynamic bookings, new possibilities open up for all parties involved.aprile consulting GmbH (acg) from Hamburg is responsible for the technical implementation, implementing systems from amily GmbH, Munich and adremes GmbH & Co KG, Hamburg here. Managing Director Nico Aprile is pleased about the cooperation with the Swiss partner: "The swiss radioworld is known for a dynamic development. We are united by the conviction to transfer radio into the programmatic world. Together with our technological view, we form a strong team for the future-oriented further development of the radio market."