500 online platforms, hundreds of thousands of ad server placements, thousands of campaigns every month – and a single SaaS solution that keeps it all under control.
Since January 2021, Goldbach Group AG has relied on goTom’s marketing solution to manage its complex digital advertising operations.
Goldbach Group AG serves as the central technology and service hub for the digital advertising activities of both Goldbach and Tamedia Advertising AG (part of the TX Group). Teams specializing in AdOperations, AdTechnology, Product, Programmatic, and Data are responsible for both the strategic and operational implementation of advertisers’ digital media campaigns.
Strategy and Implementation
Following the merger of Tamedia (now TX Group) and Goldbach, the collaboration with goTom initially aimed to introduce a unified, end-to-end order management platform for handling digital campaigns. As part of this initiative, processes were standardized, products were harmonized, and all group systems were connected to a shared software solution.
Over time, the organizational structure within the group evolved. Today, each company operates its own dedicated goTom instance, allowing for tailored solutions that meet specific business needs. The robust foundation of the original shared platform proved to be a crucial advantage for this transition toward a more decentralized system architecture.
What I can personally highlight is the work done by goTom: they didn’t just build what we asked for, but worked with us to find new, simplified processes and also shared their own ideas and perspectives along the way. That critical perspective was incredibly helpful.
A key challenge early on was developing new components to manage third-party inventories and automate credit note processes. goTom successfully delivered these complex requirements within just ten months—replacing legacy systems and integrating external ad servers like Xandr and Google Ad Manager. To this day, it remains one of goTom’s most extensive and ambitious projects, laying the groundwork for the highly flexible system landscape now in place.
What features does goTom Marketer include?
Result
Today, various teams within the TX Group and Goldbach Group AG manage their digital campaigns through separate, customized goTom instances – from planning through to billing. The underlying platform continues to reliably handle hundreds of thousands of ad server placements.
Thanks to goTom’s modular architecture and high degree of flexibility, each organizational unit can address its unique requirements without sacrificing central standards or proven workflows. For example, complex contractual rules can be defined at the placement level and automatically applied across all campaign billing, including programmatic deals. Retroactive changes such as cancellations or pricing adjustments are also detected and automatically reconciled in the following month – all based on millions of data points.
This high level of process automation not only boosts efficiency, but also allows teams to shift focus away from time-consuming manual tasks and toward strategic goals and customer consulting.