This week we head to Germany to meet Paco Panconelli, MD at Quantcast Deutschland. Paco will be speaking at this year’s d3con in March; the first and largest German RTA industry event since 2011, which attracts more than 1000 participants from the leading agencies, publishers and service providers of the real time advertising industry. 


Paco Panconcelli

Job title and company:      

Managing Director Quantcast Deutschland.

In one sentence, how would you describe what the company does?

We offer digital advertising that rivals the performance and scale of search to advertisers who care first about conversions, through integrated targeting that combines machine learning and real-time bidding with the largest proprietary media consumption data set and broad support within the publisher community.

What are the company’s unique selling points?

Quantcast directly measures audiences spanning hundreds of millions of digital destinations across the globe. We provide publishers with a free and accurate way to better understand their digital audiences and get in-depth insights. We also offer Advertising that acts on real-time audience profiles. It works for all campaign needs and on all platforms the audience is on.

Within the last six months/year, what stands out as the company’s major milestones? 

For Germany the biggest milestone was to start our presence in this market and build a growing team to represent Quantcast and its products. We grew from two employees at the beginning of 2014 up to nine employees by the beginning of 2015 – and we are still looking for talented people. This helped us to establish our brand on the German market and drive our business.

Duration in current role:

Since October 2013.

Where are you based?

In Germany in Munich and Hamburg, worldwide in 7 countries and 14 cities.

Previous performance marketing-related companies you have worked at:

Overall I have 15 years of experience in the German online marketing industry. Previously to Quantcast I have been working at IDG Germany, AOL Germany, and CYQUEST.

What are your main job responsibilities?

I am responsible for the expansion of Quantcast in the German speaking region (Germany, Austria, Switzerland) and managing the business in those countries.

Take us through what you get up to on a typical working Monday: 

Every morning I go through our internal campaign dashboard and look at our campaigns to check how performance has improved and to monitor various KPIs that are relevant to our clients. I keep Mondays meeting-free for my team in order to allow them to kick the week off with full focus on our clients. I see as many clients as possible every day to better understand their needs in programmatic buying and to develop highly individualized campaign set-ups for each of them. Sounds pretty organized but trust me, there are enough ad-hoc calls, mails and meetings to keep my day exciting!

What top three websites can you be found browsing during your lunch hour?

I usually take a digital break at lunch and spend my time going out to get some food with my team.

What are your top three tips for someone looking to get their hands on a job like yours?

  1. Love and live the internet.
  2. Build a good international network as early as possible.
  3. Choose your headhunter wisely.

Career-wise, where do you see yourself in three years’ time?

In my current role with a much larger team and a much bigger share of voice within the DACH market.

Tell us one thing people at work don’t know about you?

I run a charity organization in Cuba, Viva Párraga.