Client: GroupM, Dr. Oetker and Utiq
Clients navigating the complexities of programmatic advertising face persistent challenges, including high costs, lack of transparency, low performance, and compliance risks. The future of programmatic lies in curation and programmatic deals, offering users better audience targeting, data activation, and direct inventory access, improving cost efficiency and performance. Maestro (formerly Equativ Buyer Connect), Equativ’s curation platform, tackles these challenges head-on, revolutionizing campaign orchestration. Platform users can be grouped into three main archetypes: agencies focused on managing and optimizing campaigns for their clients, publishers aiming to activate and monetize their first-party data, and brands looking to execute and scale impactful omnichannel campaigns. Amongst the many early adopters of Maestro is Dr. Oetker, a German multinational specialty baking ingredients producer. In 2024, Dr. Oetker mandated GroupM to manage their 2024 Euro Cup brand awareness campaign. Their primary goals were to maximize audience reach and avoid media waste. To effectively manage advertising spend for their client while boosting user reach in a privacy-compliant manner, GroupM turned to Equativ’s Maestro and Utiq.
