The Faces of Simplaex series continues. We sat down with our Marketing Director, Nadjib. This series is designed to share some interesting insights into the team behind Simplaex. Thanks, Nadjib, for taking part!
Tell us about your previous experience and how it has led you to your current role and projects at Simplaex.
It’s been four years since I decided to take the plunge into the digital advertising industry. Back in 2014, I started as a Campaign Manager at the biggest French advertising agency group 🦁, (you know the one 😉 ). That year served as my introduction to display advertising and ad serving. It gave me a necessary foundation in digital advertising. I had the opportunity to work with a lot of publishers for direct campaigns at that time but also with programmatic partners.
Despite major strides taken in programmatic advertising over the year, programmatic media buying was not directly implemented across all the agencies of the group. At that time, only one entity ran programmatic campaigns for all the accounts of the agencies.
By working with those partners for specific advertisers, I learned about programmatic advertising, which completely blew my mind. I was so fascinated by the technology, and as I’m a curious person who loves challenges, I decided to learn more about the topic. Yeah, I guess it’s safe to say… I opened Pandora’s programmatic box. ^^
Later on, I decided to join a French ad-tech company which developed the first French ad server for publishers. #madeinfrancewithlove <3
I joined a company that was in complete mutation and I was taking care of the marketing on the demand side.
I learned a lot there – from the industry to the technology behind programmatic advertising, to yield management, publisher ad serving, business intelligence, and demand management, my knowledge expanded tenfold. Also, by observing the processes and all the strategic axes of communication, I learned how to market for an ad tech company. This was no small task as this industry is constantly evolving. It is important for any ad tech marketer to stay up to date about the latest technologies, trends, debates – you name it.
Now that we’re up to speed about my previous experience, we can talk about my programmatic journey at Simplaex. I joined the company a year ago already but it feels like yesterday. We’ve accomplished a lot in a year in terms of marketing – we’ve defined a marketing strategy and we’ve created and implemented different identities for our products (Simplaex Advance, Simplaex Engage, and Rivr). We’ve come so far and I couldn’t be prouder.
The team also grew with Erin and Vasilis joining us in the marketing department providing unbeatable designs, brand concepts, and support.
Most recently, we launched Rivr, our Audience-Powered Yield Manager for SSPs and Publishers back in June at Admonsters Adops. It was an important milestone and I’m really excited to be a part of the Rivr team as I truly believe that this product is a game changer for our industry. It provides a consistent, unified view of the user across the programmatic value chain – which is desperately needed.
All in all, I’ve been really fortunate to have worked on both the demand and sell sides of the ecosystem. This experience still benefits me today in making sense of the programmatic maze. Having experience in campaign management also reminds me that an ad tech product should be smart and intuitive to use; it should serve to automate tedious tasks. That’s not all, though. Ad tech products should also be able to identify important data while sparing the user the headache of having to consolidate data from multiple sources and perform a zillion mind-numbing pivot tables in Excel.
It also needs to be said that user experience and design play critical roles in the functionality of an ad tech product as the end users usually spend the entire day working with these platforms.
Again, the main point is that it should be intuitive while performing minimal steps for specific actions. Trust me, not too long ago, I worked with platforms that were as convoluted, heavily pixelated and confusing as a Minitel. Talk about pulling your hair out. (And believe me – my eyeballs have paid the price as I now have to wear glasses 🤓).
– Okay I’ll go ahead and stop there or this article will turn into a novel.
À bientôt ! 🙂