1) How much of a risk does the development of new products impose upon ADTECH?
Great innovation can be costly and it does not always translate into instant economic success. It often does not pay off until some time in the future. Therefore, every idea that is “too innovative” comes with an inherent potential risk. We try to assess the innovation potential through analysis and market observation. This is the responsibility of our rapidly growing Product Management Team and our newly established R&D Department. We also discuss final product ideas with our clients which enables us to minimise the risks, although they can never be completely averted.

2) Does that mean that you do not pursue every idea?
Not all of them, no. We filter, consolidate and calculate the potential as I mentioned earlier. The market is not yet ripe for some thought-provoking ideas. We keep those in the back of our minds or integrate them into other projects and developments.

3) So where do all those ideas come from?
Let’s use our new development - ADTECH Analytics - as an example. Months ago, we realised that we could not adequately analyse the large amount of data that our own adservers yielded. From there, it did not take us long to consider how to process the figures in order to allow our clients to work with them as well and to draw practical conclusions from them. In that case, our own needs provided us with food for thought. But our innovation management would be nothing without the feedback of our clients. They have thousands of great ideas and they know that they can always pass them on to their contact person in Customer Service and in the CRM Team.  During our regular “Open Training Days,” we always ask the following question: “If you could choose any feature for your accounting work right now, what would that feature be?”
We’re very distinct in that we work in close co-operation with our offices in NY, London, Paris, Stockholm and Dublin, as well as in Asia and Australia - the ideas and feedback come from all over the world.

4) Please describe ADTECH’s innovative culture for us!
Innovation is a core element that drives everything we do. We show both - our employees and our clients - how important this subject is to us. In practice, of course, we have fixed ways of pressing ahead with innovations. We are proud of our professional CRM Team, which collaborates intensively with clients. The team sorts through ideas in ‘Impulse Meetings’. Next, they pass the ideas on to their colleagues in R&D for pre-testing and Product Management develops the idea. Furthermore, we seek out cooperation partners and pool our know-how.

5) Can you tell us about the projects ADTECH is currently working on?
Topics such as analytics, video and mobile are part of our everyday development work. As for long-term innovations, we are currently envisioning what the adserving market will look like in five years. We specifically formed a project team to pursue this matter intensively.

6) The Internet market is known for its increasingly expedited innovation cycles. How does ADTECH keep up?
By listening to our customers and conducting honest and regular assessments of where we stand with our technologies in the product lifecycle. This theoretical infrastructure helps us better assess when greater innovations are needed. What we develop today should last at least five or six years on the market. To achieve this, we need to keep both the features as well as the economic development of the company in mind.  How does our delivery volume develop? For how many active users do I have to design the technology? This is a real challenge in the fast-moving online business. Finding the right proportion is a real challenge. I have come full circle, bringing us back to the first question: How much risk does each innovation involve?


More information:
Please send an e-mail to   or call our office in London at +44 20 7291-4900. To reach out to our team in Scandinavia, please e-mail to or call them at +46 707-776751.