Hired for a permanent contract as Programmatic Ad Specialist at Mediascale in Bruxelles. As part of the Service Plan group, Mediascale focuses on Programmatic and Data Science. I was responsible for running performance campaigns and optimizing on low-funnel KPIs.

Programmatic buying taught me how to be pragmatic, flexible and in constant improvement. Working with Alcon (Novartis), Essent (Luminus), and many other, I understood the logic of media buying and how campaigns should be optimize. First, I was mostly focusing on creating estimations, mediaplan and its execution. Then, I became more involved with Adserving, Tag Management and other analytical configurations.

During this experience, I learned how to best allocate/manage my budgets. Also, it taught me flexibility and pragmatic thinking. Indeed, “No plan survives the battle”. Subsequently, to get the best out of my campaigns, one must constantly adjust to reality. There is no need to continue something as long it fails. Hence, my accounts and clients were expecting ever-improving solutions to increase performance. This meant thinking out of the box and call out for any tool/technic possible. This represented a great challenge

I discovered the many part of a MarTech stack starting with the DSP (Demand Side Platform) such as TTD and DV360. As a technological-agnostic company, we tried many different technologies to figure out their potential. Among which, I got introduced to DMPs and other CDPs (ie. Tealium) which retrieved and enriched 3rd & 1st party data sources. The experience I got from Tag management helped me tremendously for data collection and audience definition. With it, I was able to create qualitative audiences to improve my campaigns and get better results.