Eigentlich boomt das Werbegeschäft rund um Facebook, Twitter und Co. Umso überraschender die Nachricht, dass das Unternehmen Glow – eines der großen Plattformanbieter für die Steuerung und Optimierung von groß angelegten Facebook-Display Kampagnen – seine Niederlassung in Deutschland und wohl auch in einigen anderen Ländern wieder schließt. Gerade einmal fünf Monate hat es Glow in Hamburg ausgehalten. Am Hamburger Wetter soll es nicht liegen, vielmehr geht es darum, dass immer mehr große Advertiser direkt von London aus betreut werden sollen. Sogenannte „In Market Managed Teams“ würden dadurch obsolet. Wie aber Glow nun an neue Kunden in Deutschland kommen will, erschließt sich durch das offizielle Statement von CEO Damian Routley nicht.

"Glow has closed down its in-market support for the German market as part of our strategic focus on providing a SaaS solution, and scaling back our Managed Service offering. As social advertising has become an increasingly important channel more and more advertisers are bringing it in-house to gain more control. As such, they require a SaaS platform to save time and improve financial performance when managing social campaigns. Glow has become the go-to SaaS platform for many of Facebook and Twitter's largest scale advertisers globally. Due to this we have switched our focus from providing in-market managed support to providing a pure-play SaaS platform supported from our hubs in London, New York and Singapore. This enables us to increase our investment in product development and drive further innovation. We remain committed to the German market and will continue to support our German SaaS customers from London with a market leading SaaS platform for cross-social advertising to drive mobile app installs, reengagement and monetisation. We would like to thank Jens Bargmann and his team for their committed work and the successful development of Glow's presence in the German market."