What is it?
Havas Media selected Adnetik as its aggregated display buying platform. Adnetik’s platform, Audience Investment Management (AIM), is a Demand Side Platform (DSP) type technology that optimises across multiple sources of inventory, including Ad Exchanges, as well as direct from publishers. AIM focuses on meeting advertisers’ ROI goals, as opposed to maximising yield for publishers like traditional networks. It also utilises real-time bidding (RTB) technology to value each impression individually by incorporating multiple data sources to establish this value.
Adnetik is partnered with many premium ad-exchanges, including Right Media, Google AdX, Open X, Admeld, Rubicon, ContextWeb, AppNexus, Casale, Pubmatic, and AdBrite.
Why is it important?
The ability of Adnetik’s AIM platform to put a value on each and every impression, depending on how likely the user is to convert, brings a new dimension to display buying. By leveraging campaign, search, client, and third party data to value each impression individually, the platform ensures that only the impressions which are most likely to deliver conversions are bought in real-time.
AIM uses a machine learning algorithm that increases efficiency with both time and scale, so, in the long term, the platform allows Havas to see which placements are consistently driving conversions and will therefore be a key input into the planning stages of future campaigns.
Adnetik is not a network, which means it does not ‘own’ inventory, so there is no pressure to distribute ads across a particular publisher portfolio to maximise their own margins. This ensures our position as an agency is not compromised, unlike our competitors.
What is the offering?
Adnetik’s approach to real time bidding is very different to the approach of other DSPs. The company built its own technology to ensure that it works most effectively for their client base. Most agencies use off the shelf solutions developed in the US, which miss the intricacies of individual markets.
In addition, Adnetik is capable of incorporating first party data, which means we can custom-feed Artemis data into the algorithm so that Adnetik can make decisions based on an advertiser’s unique historical data, along with data from Adnetik’s own tags. Where relevant, we then feed third party data from the likes of BlueKai (and others) into to the system to increase targeting capabilities.
Where other platforms only focus on audience, AIM Index data has shown that it is equally important to ensure that the environment is of a high quality. AIM has indexed all websites seen within the exchanges and applies this intelligence on top of the audience learnings, giving the best of both worlds and an enhanced performance.
What is the benefit of Adnetik to you?
As Adnetik can plug into multiple inventory sources, it gives a previously unachievable scale to your display buys.
The impression level targeting is a shift away from the bulk display buying of inventory from networks. This minimising of wastage, and the ability to layer multiple data sources on top to provide increased granularity, allows Adnetik to ‘cherry pick’ only the impressions which are most likely to deliver a sale. The resulting increase in efficiency creates huge savings on your media spend.
The whole thing comes wrapped in brand safe technology, which ensures that your ads only appear where you would want them to and are kept away from inappropriate content.
Why Adnetik?
- Custom built DSP, rather than off-the-shelf technology
- AIM Index is a proprietary technology that allows us to target page content, as well as audience, to further improve performance
- Capable of seeing more impressions in the exchanges than any other technology
- No conflict of interest because Adnetik does not own any inventory
- Ability to integrate Artemis data into campaigns
- Out-performs all network buys to date.