Inside Deutsche Telekom's programmatic tech strategy

German telecommunications giant Deutsche Telekom wants more control over its programmatic ad technology.
The Bonn-based mobile and broadband operator, which has 150 million mobile customers globally, wants to keep its precious first-party customer data to itself and has built its own private media trading desk through which it can run campaigns programmatically. It has spent the last two years building a technology stack and taking its data management in-house, a move its says will fundamentally change the way it works with its agencies.
“We want to take charge of our own digital advertising ecosystem, therefore must take charge of the technology that powers it,” said Gerhard Louw, Deutsche Telekom’s senior manager of International media management, who shared the plan at the Association of Online Publishers’ Autumn conference in London earlier this month.
http://digiday.com/brands/deutsche-telekom-programmatic/