In a recent conversation with a chief technology officer, he asserted all digital technology changes in his organisation were being led by IT and not by marketing. It made me wonder: How long a marketing function like this could survive?
UK-based digital marketing technology firm, Crimtan, has opened an Australian office and appointed former News Limited sales executive, Tara Crosby, as its local managing director.
Crimtan provides its own proprietary data management platform, Ramp360 for real-time campaign, audience and media intelligence. The company also claims to offer an integrated DMP and DSP solution which delivers in-depth campaign analysis and audience insights for both mobile and display advertising.
Crimtan audience data is integrated with comScore demographic data and the company says it provides geotargeting through its partnership with IP intelligence company, Digital Element.
In a statement, Crimtan said it had been servicing clients in Australia for more than two years and will be using its experience and local user data for both programmatic real-time bidding (RTB) and non-exchange inventory.
The company was established in 2009 and has already opened offices in 12 countries, as well as claims to operate across 50 EMEA and Asian markets.
Crosby, who is 28 years old (pictured), previously worked at News before joining Crimtan at its London headquarters. Other Sydney appointments include Candice Driver, who previously held roles at Yahoo and AOL UK and joins as sales manager; and Angus Rollason, formerly of Boost Media, who joins as client services manager.
Crosby claimed Crimtan’s technology stack distinguished the company from others reliant on third-party DSPs, and was complementary to existing agency trading desks. She told CMO the company will largely focus on selling to agencies.
“Australia’s display market is maturing and Crimtan will play a significant role in its future growth,” she said in a statement.
“We pride ourselves on our data focused approach which uses advanced data planning and analysis to deliver valuable customer insights before, during and after a campaign. These provide unrivalled and insightful data at an unparalleled granular level. The opportunity for marketers in Australia is vast, and we are looking forward to servicing our clients and building new partnerships in APAC.”