The Candid group is launching a new label, RLVNT, entering the programmatic advertising market.
The youngster has plenty of experience, because internally the team has been working on exactly this activity for four years. Only now the media marketplace, which makes real-time digital advertising directly accessible, is also opened to both external advertisers and agencies.
The name is also not new, because until a few years ago there was already a company in the Candid group active under that name. However, the activities were absorbed by the group and until yesterday it was an empty, unused shell.
RLVNT makes programmatic media more accessible to companies of all sizes, from local agencies to brands with in-house teams, that do not have the expertise, partner network and omnichannel offering at their own disposal. For marketers with the desire for flexibility, offers RLVNT an efficient approach without long-term obligations.
In addition to Florian, the RLVNT team consists of Auke Boersma (Chief Commercial Officer), Dennis Lensen (Head of Product Development & Innovation) and Robey Mashoed (Customer Success Manager).
Boersma to Emerce: “We have agreements with all major publishers. So small agencies and in-house teams get access to exactly that reach. But also consider, for example, parties that are looking for access to new channels such as CTV, outdoor, radio, retail and B2B.” Candid will soon also enter the English market.
Candid’s mission is to remove complexity from marketing wherever possible. “RLVNT is therefore not a media agency. You do not sign a contract with us, we do not charge hours and are open to everyone. That is why we are not a competitor of the large agency networks.”
The underlying technology is that of Adhese. Ahold Delhaize acquired a minority interest in it in 2022.
Source: www.emerce.nl
