To fully comprehend Adspert’s origins, and in particular the enthusiasm with which the founders carry out their daily work, we need to go back almost 20 years and take a closer look at what went on before Bidmanagement GmbH was founded.
The Beginning of Adspert
Marcel Pirlich, our current CEO, laid the foundations for what would later become Adspert in 1998. While working with a company focused on currency and derivative trading, Marcel discovered his passion for automating processes through self-learning algorithms. Over the years, banks and asset managers have confronted various challenges such as analyzing vast quantities of data, building correlations, and using the gathered information to create reliable projections. In response to these challenges, the 70s brought about a massive technical upgrade in the form of specialized statistical systems. Specialized systems delivered faster, more precise forecasts which led to an increased success rate and gave companies an edge over their competition.
Meanwhile, Marcel made use of these automated forecasting systems (trading systems), to facilitate daily trades of various currencies and futures. While taking part in several research projects, Marcel often thought: “What if trades could be placed automatically using our Decision Support Systems? How could we harness the power and function of statistics, algorithms, and machine learning to improve the forecast targeting and and improve automation quality?”
Around this time, Harald Bartel, Adspert’s current CTO, and Stephanie Richter, Adspert’s current COO, founded Prozentor GmbH. Prozentor offered highly-complex automated forecasting and simulations to banks that were utilizing trading systems. Together, with a team of ten employees, they designed trading systems for banks using their proprietary algorithms. For many years, these trading systems were able to project the optimum time and price (bid/ask) for future transactions and autonomously implement them with the help of comprehensive information such as historical trade transaction data, economic statistics, and news results (see high-frequency trading; wikilink).
Marcel, Harald, and Steffi met in 2003 when they were all part of a joint project where Prozentor, a partner of E-Plus Mobile (today: Telefonica), provided automated stock price forecasts, a then-innovative mobile internet service. Subsequently, seven years later Marcel discovered a new and exciting problem with a lucrative solution.
In 2009, Marcel started experimenting with Google Ads. As the person responsible for maximizing profit from the Google Ads channel, he tried to optimize the ad accounts through self-management and using different marketing agencies. Even Google themselves tried to improve ad performance!
Despite his constant effort, all attempts proved unsuccessful and came to the conclusion that processes used in the stock exchange were quite similar to AdWords auctions. This realization spurred Marcel to deploy the same type of trading system used in stock trading to the optimization of Google Ads campaigns. It didn’t take long to convince both Stephanie and Harald of the idea and a prototype quickly followed. For the first time ever it was possible to automatically change bids on keywords several times a day without manual interference and the results were spectacular!
As is typical in wealth management trading systems, Adspert did not start with their own interface. While the technology was at play, the system’s results and activities were easily readable within the Google Ads account. Adspert’s founders believed this would represent an advantage as customers would not have to learn a new interface.
However, the first customers demanded a new dashboard to understand why Adspert set certain bids in greater detail. The team developed their own interface in response to facilitate both the transparency of key figures and to easily adjust targets. When Adspert was founded in 2010, Bidmanagement GmbH initially focused on optimizing Google Ads search campaigns.
They initially encountered several challenges, including how to verify each and every CPC change. These challenges were quickly overcome thanks to the system’s performance, various reporting features, and a high number of daily adjustments.
In 2012 the Yandex platform connected. Two years later the Programmatic Advertising Service, which included over 50 linked real-time bidding platforms, was introduced to Adspert. Support for Bing Ads was added in 2016 and in 2018 Adspert launched their Amazon Advertising solution.
To date, Adspert’s core principle is to automate maximization of profit with the help of artificial intelligence. The continuous development of advertising platforms paves the way for new opportunities, which Adspert expertly utilizes for their customers’ success.
Adspert’s primary goal is to simplify the process for users while optimizing ad campaigns across different platforms. This includes the use of information gathered across the various platforms balanced against the optimum budget set on a level above each platform. Adspert’s focus is to optimize customer’s goal attainment, regardless of what platform is used. Adspert continues to add platforms as necessary to give our customers significant advantages.
True to our motto: “No magic – just rocket science”, 30 smart minds spread over two continents are constantly striving toward the realization of our customer’s goals.
“Adspert aims to do for advertising what Google has done for search engines: Combine maximum performance and easy handling.”
As CEO at Adspert, Marcel is responsible for strategic business development and product marketing. An ardent kite surfer, he has been working in the online and mobile sector for over ten years. Early on, Marcel got involved in automated trading systems in stock trading, which is how he later got the idea to start Adspert. Before establishing Adspert together with Stephanie and Harald in 2010, he had implemented numerous projects for innovation and business development as the managing director at ZED, and in positions at Arvato mobile, the cellular operator E-Plus and at BörsenMan.
“With Adspert, I want to reach the level where it is possible for anyone to draw attention to their product through ads that they can afford.”
As COO, Stephanie is in charge of the operational side of Adspert’s business and is responsible for the organisation of the company. Passionately interested in film, she studied business education in Berlin, focusing on auditing and entrepreneurship. Stephanie had been an executive partner at Prozentor GmbH since 1999 ( a company providing automated statistical forecast systems focusing on the financial sector) before she founded Adspert.
“At Adspert, we employ state-of-the-art statistical methods which utilise large amounts of data creating a great advantage for our customers.”
As CTO, Harald is responsible for technical management and developed the intelligent and top secret Adspert Algorithms. He holds a degree in mathematics and physics and enjoys playing strategy games. At Prozentor GmbH, he had developed scientific forecasting and analysis tools. In addition, he had been a mathematics lecturer at the Beuth University of Applied Sciences in Berlin and as a programmer was involved in developing a leading mathematics software.
The team behind Adspert has over 20 years of experience developing forecasting and prediction systems for a variety of industries. Processing large quantities of data, automation, and artificial intelligence have always played a key role in the techniques we implement into our product. Since the humble beginnings of developing automated trading systems for banks, they have continuously enhanced their expertise in state-of-the-art statistical trends and technologies.
Using Adspert gives you the opportunity to spend more time expanding your company. We actively take note of our customer’s requirements and continuously incorporate them into Adspert’s development.
Before starting with Adspert, an expertly trained Account Management Team supports our customers in their daily work routine. Backed by the comprehensive expertise and technical support of the AI team, the Account Management Team is always on hand to provide clients with the highest level of support, whether it be a question of defining the most suitable objective, identifying growth potentials, or simply getting a second opinion.
Similar to automated trading systems, Adspert benefits from the ever-increasing complexity of modern-day advertising platforms as they offer advertisers more data and new opportunities to fine-tune advertising budgets. New features are going live on a monthly basis to ensure they are always one step ahead.