Olimpia Norsesovici, EKN: We come as extra layers of brand safety and cost efficiency, as our solutions are specially created for that

EKN, a company specializing in marketing and technology solutions and part of the multinational Numatec group, has entered the Romanian market. The company chose to expand its activities into one of the most competitive and challenging markets in the CEE region and appointed Olimpia Norsesovici as Country Manager. AdHugger.net talked with Olimpia and found out more.

How did you receive the proposal to be EKN Solutions’ Country Manager in Romania?

I saw it as a big challenge, as the Romanian market is tough. It is also a challenge because NUMATEC, the global martech company that owns EKN Solutions, is a very demanding company.  I knew about NUMATEC prior to starting to collaborate with EKN, and I look forward to introducing their innovative solutions to the Romanian market. I have always been interested in knowing and working with the best solutions in the market and bringing international know-how locally.  

Romanian digital market is looking for effective solutions to their business challenges, fast and smart execution, and improved campaign engagement, attention, and overall performance. We are not looking for shooting stars, instead we target long-term strategic partnerships with clients.

How is the company positioned in the Romanian market? 

As mentioned, EKN is part of a global martech company, with a presence in over 22 countries. EKN Romania’s first approach will be Audience, Curation & Media Technology Partner for Agencies:

1. Curated Media
2. Omnichannel Programmatic
3. Social Media Activation

We offer a Performance & Audience Platform for Agencies on three very clear pillars:

1. CURATION → Proprietary Audiences & Premium Supply

What we sell:

* Proprietary and vertical audiences
* Curated PMPs and Deals
* Verified premium inventory
* Data activation

So about positioning, in a nutshell, I would say that we help agencies buy programmatic better with curated audiences and inventory. Strategic level.

2. ILLUMIN → Omnichannel DSP

Illumin is a DSP that allows agencies to plan and activate programmatic and omnichannel campaigns from a single platform.

Positioning: we provide agencies with an advanced DSP to manage full-funnel and omnichannel campaigns.

Technological level.

3. BIDDEO → Social & Video Activation

Biddeo can be presented as a solution dedicated to social media and video activation on platforms like YouTube, TikTok, Meta, and LinkedIn.

Positioning: we extend audiences and media strategies to social media.

Execution level.

This approach allows us to sell each product singularly or pack 360 campaign among omnichannel activities, with curated audience and social allowing us to go fast towards a direct proposal or quotation

What are the main opportunities the Romanian market is offering?

The Romanian programmatic industry offers several opportunities, including:

1. Market Growth: With a growing digital advertising sector, there’s increasing demand for programmatic advertising solutions.

2. Talent Pool: Romania boasts a strong talent pool in tech and data analytics, making it a great place for innovative programmatic strategies.

3. Cost Efficiency: Lower operational costs compared to Western Europe allow for competitive pricing in services and advertising rates.

4. Ad Tech Startups: A burgeoning startup scene in ad tech is fostering innovation, providing new tools and platforms for programmatic buying.

5. Diverse Audience: Access to a diverse consumer base can enhance targeting capabilities and improve campaign effectiveness.

6. Partnerships: Opportunities for collaboration with local and international brands looking to leverage programmatic advertising.

7. Growth in Mobile and Video Ads: Increasing consumption of mobile and video content opens avenues for targeted ad placements.

All these factors make Romania an attractive hub for businesses looking to advance their programmatic advertising strategies and the perfect spot for EKN Solutions.

What do you offer differently than the competition?

We don’t really have a competition or at least we do not try to compete with anyone. It is a different approach, a different way of doing programmatic. We strongly believe that our omnichannel solutions, curated programmatic approach and high-impact formats can bring real added value to local brands and agencies. We are not coming to replace anything, but to help and improve, we come as extra layers of brand safety and cost efficiency, as our solutions are specially created for that.

We could spend many pages describing Curated, Illumin, and Biddeo, but the best way for agencies and clients to understand them is to test them through a few pilot campaigns. Moreover, test campaigns are risk free, they don’t need big commitments, no complicated contracts. Basically you can stay within your current campaigns.

Will all EKN’s solutions be available locally?

We started with the three pillars already mentioned and we’ll have the focus on them. Of course, we’ll adjust and adapt according to the market’s needs, and we’ll remain receptive to our agencies and clients. We think 360, so if applicable and useful for our clients and agencies objectives, we’ll introduce other solutions one by one. But it is too soon now to talk about all the solutions, we should probably get back to this question in a year or so 😊

What are the ones you are focusing on and why?

I’ve already mentioned the solutions we are currently focusing on and why, but I’ll insist a bit on the “why”: Curated Media, Illumin and Biddeo are not only efficient solutions, but also very easy-going ones.

Curation in programmatic advertising is the strategic process of selecting, filtering, and organizing advertising inventory (web/app ad spaces) carried out by a specialized team (“curator”). This team combines high‑quality inventory with advanced data to create targeted audience packages. Instead of buying generically on the Open Exchange, which can be chaotic and less transparent, curation creates a “Curated Garden” (Private Marketplace – PMP) that combines premium websites with specific audience segments, ensuring greater quality and relevance.

Curated is a service designed for large agencies, independent agencies, and AI clients that have direct access to DSPs such as DV360, Xandr, Adform, Illumin, Amazon DSP, MediaMath, StackAdapt, The Trade Desk, etc.

Illumin is a programmatic advertising buying platform with a strategic and analytical focus on the customer journey. It stands out for its consumer-centric approach.

Advantages:

• Visual planning – uses a drag-and-drop canvas to design the user journey
• Omnichannel – display, video, CTV, audio, DOOH, native
• AI technology
• Advanced targeting – allows targeting and mapping audiences based on actions taken during the journey

Agencies and clients can use both managed or co-self.

Biddeo is a company specialized in digital video advertising, an AI-driven marketing platform focused on YouTube and Social Media. Biddeo designs, manages, and optimizes video campaigns on YouTube, Meta, TikTok, and Connected TV (CTV).

BidGenius – technology based on performance optimization.

LAILA – AI technology for Brand Suitability, designed to ensure brand safety in video campaigns.

• Lower costs – CPV and CPM
• High performance – VTR and ROI
• Brand safety
• Coverage

What are your main business goals for this year?

Our vision is to grow steadily and show our solutions to a specific target. Entering a new market is always an exciting moment, but one that we approach with consistency and with strong, strategic insight. EKN’s main objective for this year is to establish a strong presence in Romania and become a key partner for omnichannel and programmatic campaigns. The company aims to build strategic partnerships with media agencies and direct clients, expand the use of advanced channels such as Connected TV, Gaming, Audio, and Programmatic Digital Out Of Home, and introduce its curated marketplace approach and high-impact advertising formats to the Romanian market.

What do you believe drives change in the future and how do you intend to be a part of it?

I believe the biggest drivers of change in programmatic advertising will be the shift toward privacy-first advertising, advances in AI, and the growing demand for measurable business outcomes. As third-party cookies disappear and regulations evolve, the industry is moving toward first-party data, contextual targeting, and more transparent measurement solutions. At the same time, AI is transforming campaign optimization, audience discovery, bidding strategies, and creative personalization.

We intend to be part of this change by helping advertisers and publishers use data more effectively, improving campaign performance through technology, and staying at the forefront of emerging trends in ad tech. Our goal is to bridge the gap between business objectives and technological innovation, ensuring that advertising remains both effective for brands and respectful of consumer privacy. By continuously learning and adapting, EKN can contribute to building more efficient, transparent, and intelligent programmatic ecosystems.

How would you characterize the local industry right now?

The Romanian programmatic advertising industry is a fast-growing, highly technical market, very dynamic and competitive. Moreover, the industry thrives on deep AdTech expertise, high internet penetration, and strong mobile usage. The sector is heavily supported by local digital agencies, international holding companies, and publisher-side private marketplaces. As the industry’s players are getting increasingly educated and technologically driven, sharing my expertise and EKN’s solutions will give me a great deal of happiness, knowing that we are part of growing and further developing it.

The Romanian market is also evolving rapidly, with many brands and agencies looking for partners that can offer omnichannel strategies, advanced measurement solutions, cookieless targeting capabilities, and greater control over media quality and inventory.

It is always good to be part of a market that strives for better ideas, creativity and solutions and know that you are a driver, but someone sitting on the benches and watching. At the same time, in an industry that is still developing it is a place to put our mark on and to make a change, which is also something that we are interested in.

What are the main lessons you learned during your career so far and are helping you on this new path?

I would end this with a joke and say “yes”, but I guest you want a more detailed answer. I won’t talk about lessons, because my experience says that any lesson is applied to its specific situation, but doesn’t necessarily go with another one.  So, the key is to adapt.

But what is helping me is perseverance, combined with resilience, a bit of ambition. You know what is very funny? I don’t know if I like challenges or the challenges are following me. With very few exceptions, my entire career I’ve been launching new things on the Romanian market.  Every time is different, still always the same… is an opened and closed market at the same time, clients always want new things, yet are always reluctant to try, to test new things. You know when you’re starting your career and the employer asks you for experience? I feel a bit similar each time I’m launching something. I guess that’s why what is helping me is resilience and the power to adapt.