In the dynamic world of digital marketing, programmatic advertising has emerged as a transformative force, reshaping the way brands connect with their audiences. One of the names that stands at the forefront of the programmatic advertising revolution is NEO Technology, a Dubai, UAE-based company known for its strategic excellence. NEO Technology helps brands break through conventional limits, delivering highly targeted, data-driven campaigns that resonate with modern audiences.
We had the opportunity to speak with NEO Technology, a leader in the adtech space, about their approach to programmatic advertising, the tools they use, and how they are shaping the future of digital marketing. Their efforts span multiple sectors across the MENA region, Europe, and North America, helping businesses from startups to enterprises unlock the full potential of their advertising strategies.
NEO Technology unveiled the transformative power of programmatic advertising, highlighting how it outpaces traditional digital marketing and unlocks innovative solutions to tackle the complex marketing challenges of today’s fiercely competitive business world.
So, without further delay, let’s dive into the insights shared by NEO Technology.
LAFFAZ: What is the core cognition behind the genesis of NEO Technology? What makes NEO Technology stand apart from the companies in the Ad-Tech domain? What geographies, company sizes, and sectors do you cater to? Please name a few clients of yours.
NEO Technology: NEO Technology was born from the vision to reshape how brands connect with their audience in an increasingly digital-first world. The core cognition behind NEO is the integration of cutting-edge programmatic advertising with data-driven insights, aiming to deliver more efficient, transparent, and impactful advertising solutions. Unlike traditional Ad-Tech companies, NEO stands out by prioritizing an agile, customer-centric approach, using advanced Artificial Intelligence and machine learning algorithms to optimize campaigns in real-time. We ensure that our clients get the best possible return on their investment, leveraging a variety of tools that automate and streamline the ad-buying process.
We serve businesses of all sizes, from startups to established global enterprises, across multiple sectors including retail, entertainment, technology, automotive, and FMCG. Our geographic reach spans the Middle East, Europe, and North America. Some of our clients include major brands such as Apple, Nissan, Chevrolet, GMC, KFC, Sadia, Perfetti, Coca-Cola, Pepsico, Du, Yaqoot, Clorox, IKEA, ADCB, Marriott, STA, DCT, DET, etc.
LAFFAZ: Please explain programmatic advertising to a layman. How is it different from conventional digital marketing avenues, and what are its advantages?
NEO Technology: Programmatic advertising is essentially the automated buying and selling of digital ads. Imagine a digital marketplace where advertisers bid on ad space in real-time, much like an auction. The difference from traditional advertising is that it uses technology and data to ensure the right ad reaches the right person at the right time. Instead of manually negotiating ad placements with publishers, programmatic allows brands to target audiences with high precision, based on behavior, interests, and location.
What sets it apart from conventional digital marketing is its efficiency and effectiveness. By automating processes and utilizing data to make real-time decisions, programmatic advertising saves time and often delivers better ROI. It also allows for hyper-targeted campaigns, reducing wastage and improving the overall user experience.
LAFFAZ: What resources do you depend on as a programmatic advertising agency (Publishers, Ad Networks, DSPs, SSPs, DMPs, etc)? Explain the usage of automated workflows and technologies such as AI and ML that NEO Technology utilizes.
NEO Technology: At NEO Technology, we leverage key resources within the programmatic ecosystem to drive successful campaigns. For demand-side platforms (DSPs), we utilize third-party DSPs from our sister companies. On the supply side, we operate our proprietary SSP, Pixel Pluses—an AI and machine learning-powered platform that aggregates and enriches data from both first- and third-party sources. This includes valuable data sources like “location information” and “apps on devices”, where we enhance the source of supply before delivering it back to agencies for bidding and advertising.
Additionally, we offer cutting-edge solutions in programmatic advertising, enabling agencies to seamlessly deploy rich media executions at scale. Through NEO Technology, agencies can programmatically launch rich media executions—such as skins and interactive ad units—across thousands of websites with a single click.
LAFFAZ: Why did you choose Dubai, UAE as the prime location for the establishment of NEO Technology?
NEO Technology: Dubai has become a global hub for technology, innovation, and business, making it an ideal location for NEO Technology’s headquarters. The city provides a dynamic, forward-thinking environment with access to cutting-edge technologies and a thriving business ecosystem. From Dubai, we can efficiently serve the entire Middle East region. Moreover, Dubai’s strategic timezone allows us to effectively cater to European, American, and Asian markets, making it the most suitable place for our headquarters.
LAFFAZ: We recently came to know about your Chupa Chups‘ Roblox game campaign which is served through iion’s self-serve platform. Without a doubt, it looks like a big shift in the digital advertising space. Please explain what triggered the idea of connecting the brand with the game, why you chose the Roblox game for Chupa Chups, and how iion’s self-serve platform suited the bet.
NEO Technology: The Chupa Chups Roblox campaign was born from a desire to connect with a younger, tech-savvy audience in a more interactive, engaging way. With Roblox’s massive user base, it was the perfect platform to promote a brand like Chupa Chups in a fun, immersive environment. The idea was to create an experience that resonated with the playful, creative nature of the brand, while also tapping into the growing trend of in-game advertising.
We chose Roblox specifically because it allows for interactive and gamified brand experiences. It’s not just about placing an ad; it’s about creating an experience that users want to engage with. iion’s self-serve platform was ideal for this campaign because it gave us the flexibility and control to execute the campaign with precision. The platform’s data-driven tools allowed us to optimize the ad experience in real-time, ensuring we reached the right audience at the right moments.
LAFFAZ: As you know the emergence of Large Language Models (LLMs) and how they’ve changed the way people consume content on the internet. Is there any application of LLMs in the programmatic advertising?
NEO Technology: At NEO Technology, we do not currently utilize LLMs. While we are exploring their potential integration into our SSP, the feature is not yet operational. However, it’s an idea that has been gaining traction in the market, and technologies are racing towards making this available.
LAFFAZ: How would you like to advise people wanting to start careers in the programmatic advertising domain? What skills do they need to develop, and how long does it take to attain a substantial level in the career?
NEO Technology: For anyone looking to start a career in programmatic advertising, I would advise focusing on a mix of technical and analytical skills. Understanding the foundations of programmatic ad buying, along with platforms like DSPs and SSPs, is crucial. A solid grasp of data analytics is equally important, as programmatic advertising is heavily driven by data. Additionally, knowledge of machine learning, AI, and marketing automation tools will set you apart in this evolving field.
As for the timeline, it varies depending on individual dedication and the resources available, but generally, it takes around 1-2 years to build a substantial foundation. Gaining hands-on experience with campaigns, platforms, and analytics will accelerate this process. Continuous learning is key, as the programmatic space evolves rapidly with new technologies and strategies.
LAFFAZ: Finally, we would like to discuss something that comes from our moral concern for war-torn countries and regions. Though NEO Technology is primarily based in Dubai, we witness that one of your offices is based in Beirut, Lebanon. Did your business impact when the country is witnessing terrible times? And how are you managing the office there?
NEO Technology: Our Beirut office, despite the challenges Lebanon has faced, remains an integral part of NEO Technology. Like many businesses operating in areas of conflict, we have had to adapt quickly, focusing on the resilience of our team and maintaining operations as best as possible. We’ve prioritized the safety and well-being of our employees, offering flexible working arrangements and ensuring that they have the support they need.
Despite the difficult circumstances, Lebanon has a wealth of talent in technology and digital marketing, and we remain committed to the region. Our local team is incredibly passionate about our work, and we’ve seen great innovation and dedication come from them. We continue to monitor the situation closely, but we’re confident that with the right support and perseverance, we can weather the challenges and continue to thrive.
Editor’s Note
In this exclusive conversation, NEO Technology delved into the nuances of programmatic advertising, explaining how it stands apart from traditional marketing strategies. They shared insights into NEO Technology’s innovative solutions, including gamified advertising experiences, and how the company leverages real-time bidding, data-driven targeting, and performance marketing to deliver unparalleled results. NEO Technology also explores the potential of programmatic advertising in addressing modern marketing challenges and driving impactful digital campaigns.
As a platform dedicated to empowering entrepreneurs and businesses, LAFFAZ Media understands the importance of learning from the pioneers shaping the future of technology and marketing. This is why we strive to bring forward conversations with thought leaders at companies like NEO Technology, whose insights offer valuable perspectives that inspire innovation and drive progress in industries.
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