Wednesday, February 28, 2024
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    Omnicom Media Group maps its own path to avoid the potholes of programmatic

    The problems with investing media dollars through programmatic means are well documented, the most recent example being the ANA’s study released in December. Still, despite these issues, the marketing and media worlds continue to invest more and more via programmatic means. Why is that? 

    One media agency network, Omnicom Media Group (OMG), argues it’s just a matter of paying attention to the problems and being more careful in how you invest your clients’ dollars programmatically. By using its own standards, as well as those of the ANA, OMG delivered results for its clients that it said outperformed the averages the ANA study revealed. 

    Under the umbrella of its Council on Accountability and Standards in Advertising (CASA), last fall OMG formed an initiative that aimed to standardize and align the buy and sell sides of programmatic investment. Led by Ryan Eusanio, managing director of digital activation, OMG is working with six major SSPs to help align their common interests, including Magnite, Index Exchange, Google Ad Manager, Pubmatic, Freewheel and Microsoft’s Xandr. 

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