Press Release

2dehands.be develops programmatic strategy with Improve Digital

2dehands.be / 2ememain.be, the biggest online classifieds site in Belgium, is set to expand its sales strategy into programmatic advertising for the first time as it announces a partnership with Improve Digital, the leading real-time advertising technology provider in Europe.

Acquired by eBay Classifieds Group in 2013, 2dehands.be / 2ememain.be, also published in the Netherlands (2dehands.nl) and France (Secondemain.fr), is a staple in Belgian homes, with more than 6 million unique visitors coming to the sites each month.

2dehands.be / 2ememain.be will leverage Improve Digital’s innovative 360 real-time advertising technology, enabling them to automate and maximise the sale of their entire online inventory through one platform.

The 360 Platform will give them the opportunity to build, grow, manage, control, and optimise their own advertising environment, driving revenues from direct campaigns, RTB, ad networks, exchanges, trading desks and any other 3rd party media buyer. The technology will also enable them to automate premium advertising sales, as well as their direct sales with agencies and advertisers across desktop, tablet, mobile and video.

Daan Onland, Business Development Manager at Improve Digital said of the partnership “Improve Digital is thrilled that one of the leading websites in Belgium has chosen our technology to enable the creation of their Private Exchange. Given the strong growth for programmatic demand in Belgium, we’re very confident that our technology, experience and strong support team will help them to successfully drive the market and achieve their goals..”

Philippe De Brabanter, Manager Sales & Exchange at 2dehands.be: “While we maintain our focus on expanding the premium sales channel together with our dedicated partner Belgacom Skynet, with which we will jointly approach the programmatic market, we are very excited and welcome the opportunity to scaling our technological revenue generation streams with Improve Digital. They have proven added value working with our Dutch counterpart Marktplaats.nl. This new partnership is the next step in 2dehands.be’s focus on diversification, as we continue to accommodate to the markets’ needs. In that view, we will create new advertising opportunities such as high impact display formats, integrated/native offers, in depth targeting solutions, and will offer these to both the premium and programmatic channels.