In upheaval, the market for online display advertising in 2012 is currently undergoing enormous mutations. Now, buying and selling advertising spaces take place on marketplaces called Ad Exchanges. To manage these campaigns on these advertising marketplaces, purchases and sales take place in real time via tools called RTB (Real Time Bidding).

Aware that this upheaval of advertising would also involve online retailers, Lengow makes his universal TagCapsule tracker compatible with  AdExchange and RTB systems.

Merchants using the Lengow solution can now quickly install the trackers of these players on their web pages thanks to universal TagCapsule tracker.

Each tracker Sociomantic, Gamned, AppNexus or ZeBestOf is included within TagCapsule and available in a few clicks.

 

 

E-commerce site 3suisses.fr has used Lengow for a few months in order to run its entire product catalogues on the different  distribution channels of the market.

William L’Haridon, Traffic search – shopbot & SEO Manager, talks about our solution.

3suisses.fr is one of the 5 biggest e-commerce sites in France. Which marketing tools do you favor, and why?

We are active on all the marketing channels. As the 2nd French site in fashion and decoration, we are looking for traffic and sales results. Therefore, we use the entire tools possible and test all the novelties available on the market.

What are the daily problems encountered in this type of feed management?

The multiplicity of the advertising possibilities, of the tools used and of earning models makes the creation and the management of our campaigns very complicated.

How did Lengow help you to solve these problems?

Thanks to Lengow, we now have a unique tool, very simple of use, to run our products feeds and the indexing of our offers on every comparison shopping site. Furthermore, thanks to Lengow’s statistics features, we can easily optimize our costs and our sales results regarding a specific product or an entire family of products.

What advice would you give to an e-tailer looking to list on comparison shopping sites/affiliate platforms?

I’d advise them to develop a quality source feed. Then, once the campaigns are set up with Lengow, they have to optimize them in a constant way.

As every month, someone who works at Lengow is interviewed. He/she explains his/her job, his/her career and the missions within the company.

This is a special interview today as I have the honour to interview our new European Operations Director: Nenad Cetkovic, who has been running our Parisian office for a few months.

Hello Nenad. Can you introduce yourself please?

Geek (almost compulsive!) in his forties, poker fan and hedonist… I joined Lengow on the 1st of March to run its European development. Lengow is a company I have known like forever since I am part of the jury of the Startup Academy Lengow won in 2009.

What about your career?

I have an unusual career, based on the rule “have fun while working”.

At the beginning, I gave up my thesis in computing sciences to work for the computing press. It last a decade where I quickly ran, as an editor in chief, some of the main magazines at the time.

But the “techno” virus can’t be treated. In 1999, I realized Internet was made for me. I buried myself in the first generation web at Libertysurf in the communities field (Respublica). It was such a unique experience, thanks to which I learned every day how to make business, audience and so on.

In 2001, in spite of the current boom, I took over the management of a portal – 01net – in which everything was to rebuild. In 7 years, thanks to a wonderful team, we made of 01net one of the main media portals in France and Europe. In parallel with 01net, I also launched or turned other Internet activities round (CadresOnline, RMC.fr, Latribune.fr, 01men…).

Then, in 2009, as a result of my interest into the audience aspect, I joined Adlink and Affilinet of which I had in charge the South Europe market. It enabled me to develop a deep understanding of advertising monetization problems, marketing performance and, over-all, e-commerce tools.

Since last September, I have devoted myself to the support of startups as an adviser or investor. It is by this time Jérémie, Mickaël and I met again. I couldn’t resist such an exciting challenge!

What is your mission within Lengow?

Build, expend and speed up Lengow’s activities on the main European markets. In a more practical way, we will have to identify and focus our efforts on each market depending on their configuration and specifics thanks to a dedicated team – centralized in Paris in a first time – with different backgrounds and experiences and a deep knowledge of the local market.

Our goal is to make Lengow the uncontested European leader for the optimization of all etailers feeds, as it is in France.

What advice can you give to online merchants who read the interview?

Just one piece of advice!  Give us 10 minutes… and you will wonder how you have lived without Lengow’s solutions so far?

Many thanks Nenad for this interview!

As part of the internationalization of the company, we are very pleased to announce that Lengow is participating to the next Internet Retailer Conference and Exhibition which is taking place at Chicago’s McCormick Place June 5-8.

The 8th annual IRCE will be by far the largest exhibit ever of e-commerce services and technologies since it is attracting 8,500 attendees, proposing 100 conference sessions held by 175 expert speakers.

We count on you to come and visit Lengow, booth 1814 on the E-commerce Platforms pavilion, Mc Cormick Place West, Chicago, IL.

Discover here the full agenda of the show.

Lengow is represented in North America by its Montreal office, held by Virginie de Malavois. The company lauched its North American activities in October 2011 and continues its internalization greatly.

Lengow and its team are looking forward to meeting you!

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