The Havas Group has developed a new tool which looks to give its clients a complete view of a programmatic buy, from where ads are going to how much they are spending.
Called the ‘Client Trading Solution (CTS)’, it’s not a way to trade programmatically, rather it's being pitched as a “client facing, fully transparent control tower displaying all programmatic trading".
“When you consider that 75% of marketers say that they are concerned by the level of transparency in programmatic, Client Trading Solution is a significant breakthrough,” explained Dominique Delport, global managing director, Havas Group, who launched it at the IAB's Interact conference in Amsterdam today (23 May).
“This innovative, platform gives brands full visibility on costs, investments, outcomes and ROI, across trading desks, DSPs, inventory, providers, marketplaces. Any advertiser using it can see exactly what’s behind all programmatic solutions, with complete transparency allowing us to work hand-in-hand with our clients to build the best strategies for their business.”
And it isn't just for those clients using Havas' own trading desk to execute buys. It is "fully independent, technology agnostic" and can integrate with demand-side-platforms such as MediaMath, DoubleClick Bid Manager, Criteo, and AppNexus.
It comes after a challenging few months for agencies and advertisers. Havas was the only advertising groups to halt spend with Google on behalf of its clients when it emerged that ads were appearing next to ‘unsafe’ content.
Just weeks before, Marc Pritchard, the top marketer at Procter & Gamble – one of the world’s biggest ad spenders – called out the “murky” media supply chain and demanded more transparency from agencies.
With CTS, Havas will be hoping to appease the likes of Pritchard by giving them visibility of every stage of a campaign – be it programmatic media planning, partner negotiation, adserving, campaign setup, monitoring, optimisation and/or reporting.
The platform has been tested by Telefonica Spain. Its head of digital, Cesar Alonso, said: “CTS provides us the control and transparency that we need in the programmatic environment. It is very useful having the visibility in real-time on the strategies and the optimisation process implemented in each campaign.”
Meanwhile, James van Thiel, director, strategic partnerships EMEA Google’ said that DoubleClick integration is making it “much easier” to collaborate with both agencies and clients.
“This innovative solution delivers a more efficient and transparent way for the industry to focus on results,” Thiel said.