Maarit Toivonen Email & Phone Number

Helsinki, Fi

After finishing my Master's Degree for Media Production and Management with thesis about programmatic buying, I was one of the two first members of Alma Media's programmatic team, started in August 2015. Programmatic buying had just started to take of in Finland, and we had the chance to create the team and our tasks from scratch. This included for example the following things:- establishing a programmatic strategy for Alma Media (e.g. how programmatic compares to direct sales, pricing, products with main KPIs, evaluation between open marketplace and PMPs, the number of SSPs)- marketing & sales strategy for programmatic buying- creating reporting routines for sales, management & buyers- educating and training sales personnel and advertisers about programmatic buying- SSP (& DSP) evaluation & testing- daily tasks (like deal creation, waterfall setup between ad servers and SSPs)Since 2015 the job description has evolved tremendously and today one of my most interesting responsibilities is client work and finding the best solutions for them - be it with advertisers or media agencies. I spend also a lot of time analyzing and optimizing the revenue and thinking about how Alma could get most out of its inventory (yield management). And still, one of the most exciting things about programmatic is learning new things every day - it might be a new algorithm, technology, a way of reaching advertiser's KPIs better than before or just a simpler way to improve transparency within the ecosystem.I'm highly skilled in using these programmatic platforms:- Rubicon Project SSP- Adform SSP / PMP - Appnexus SSPI have experience with these technologies:- Appnexus / Mads / Cxense ad server- Adform DSP- Google Adx

I was a member of the digital adops team for Alma Media brands (including for example Iltalehti, Telkku, Kotikokki and Alma network). My main tasks were taking care of the display, mobile and video campaigns (handling creatives, optimizing campaigns, reporting results, doing offers). In my daily work I was in close contact with sales personnel, advertisers and media agencies. One of my task as a experienced media specialist was to train new colleagues to the tasks. In this job I learned many valuable lessons about team work. One crucial part of the job was learning to use new technologies.

IAB Finland's programmatic committee focuses on bringing knowledge about programmatic buying for the whole digital advertising industry (publishers, advertisers, media agencies, technology providers). This information can be for example in the form of white papers, numbers, industry guides or seminars. One of the main focuses is also to improve even more the programmatic ecosystem in Finland and share information between members.

I worked in the adops team for Iltalehti. My main responsibilites included taking care of the digital and print advertising traffic and customer service with media agencies and advertisers. This step in my career has been one of the most important ones when thinking about how much I learned about digital advertising.

Master’S Degree, Master Of Culture And Arts / Master'S Degree Programme In Media Production And Management

Master's Thesis: Verkkomainonnan ohjelmallinen ostaminen, Alma Media ja verkkomainonnan uusi aika (Programmatic Buying of Online.

Bachelor’S Degree, Bachelor Of Business Administration / Degree Programme For Multilingual Management Assistants, Marke

Thesis: Muuttuva sähköinen markkinointi, Online-videokirje osaksi More On Oy:n markkinointia (The Changing Digital Marketing – Online.

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