The ADTEKR Story

Adtech is a world of the few vs the many; the few who understand the inner workings of the industry, the many who blindly follow and place their trust in those in the know. To a person not versed in the dark arts of programmatic buying, real-time bidding and probabilistic matching, it can seem an impenetrable fog of jargon.

However, there is light at the end of the tunnel.

No longer is the industry looking to use its mystique as a way of hiding margins and concealing charges. Adtech is beginning to realise that its true strength is in making its users aware of the power of the technology stack.

77% of media agencies have a “deep understanding” of programmatic…

Talk to anyone at the key players in the industry and they will all tell you one thing – crucial to the continued success of the sector is education. Education of those too comfortable in their own ways to move to the new world. Education of the sector’s critics who still portray those behind adtech as looking to profit from obscurity. Education of those taking the first steps into a new world.

…but 1 in 4 marketers had never previously heard of programmatic advertising.*

ADTEKR was founded in early 2015 by Olswang, one of Europe’s leading technology law firms and a legacy firm of CMS, a global, sector-focused law firm. It was created to provide this kind of education – looking to bring the adtech message to those who may not be technically-minded; those who work in the marketing sector but are not marketers; those who are looking for a guiding light to help them through the jargon.

* Source: “Why and how ‘programmatic’ is emerging as key to real-time marketing success”, IAB Europe

The Team

Alex champions CMS’ adtech practice and founded ADTEKR. With extensive experience working both within the sector and as an advisor to clients, Alex has a deep understanding of the technologies behind adtech, as well as the industry as a whole.

Sarah is currently on secondment with a multinational media and communications company. Having spent time working in advertising strategy prior to legal training, Sarah has a keen interest in adtech, media and technology.

Ariana spent over two years working in the advertising industry prior to moving into law. She loves working with adtech, particularly out-of-home technologies.

About CMS

Ranked as a Top 10 Global Law Firm, CMS can work for you in over 39 countries and with 70 offices worldwide. 4,500 CMS lawyers offer you business-focused advice tailored to your needs, whether in your local market or across multiple jurisdictions.

On 1 May 2017, CMS combined with Olswang and Nabarro to create a new future-facing law firm. This combination delivers a distinctive, technology-driven offering to clients, bringing together best in class sector specialists with outstanding global reach, underpinned by a 250-year heritage in the City and Scotland.
 

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