Since autumn 2022, the Redaktionsnetzwerk Deutschland (RND) has relied on the innovative SaaS solution from goTom to optimize its digital marketing processes. The positive effects of this partnership were evident within just a few months: a simplified tool landscape with goTom as middleware now enables a significantly more transparent and efficient workflow. In the long term, both customer satisfaction and cost efficiency benefit from this collaboration.
Initial Situation and Challenge
RND, known for its extensive network of regional newspapers and online portals across Germany, sets standards with its strong focus on journalism and digital advertising. The platform delivers high-quality content to millions of readers and offers effective advertising solutions for a wide range of companies. In this position and in the context of an ever-changing digital advertising world with increasing competitive pressure, RND faced the challenge of optimizing its internal processes and tool landscape. In September 2022, the decision was made to use the SaaS solution from goTom for this purpose.
The system supports a high degree of automation and accelerates the process speed in campaigning.
Decision-Making and Implementation
The strategy for optimizing the processes did not involve completely replacing the tech stack but integrating goTom as middleware into the existing environment to centralize relevant data and communication flows. The primary goal was to integrate programmatic and IO campaign management into a single tool, enabling synchronization with ad servers and SSPs (GAM, Yieldlab) to streamline manual processes.
A particular challenge for RND was the successful synergistic parallel operation of the already company-wide CRM for print sales and the new OMS system. The latter had to offer high compatibility and flexibility. “Here, the concept of goTom convinced us during the pitch phase,” said Jenny Schweneker, Head of Digital Advertising at RND.
The onboarding went smoothly, and the plug-and-play integration of goTom proved to be excellent. In retrospect, Schweneker describes the collaboration with goTom as extremely pleasant and reliable: “The support always responds quickly, and the business reviews are substantial and forward-looking.”
What features does goTom Marketer include?
Result
More than a year after the integration, the results speak for themselves: “The system supports a high degree of automation and accelerates the process speed in campaigning.” Especially the initial booking in the ad server has increased in efficiency, significantly easing capacity. These newly gained capacities can now be used for monitoring and optimization, which in turn increases customer satisfaction. The outlook for the coming months remains positive: the integration of goTom into the existing tech stack via API is still in an early but very promising development phase with great potential for further automations. The team at RND views the strong and trustworthy partnership as a crucial foundation for the future.