Dubai: Dentsu Aegis Network has launched its programmatic media buying platform — Amnet.
Programmatic buying is the act of bidding on media inventory in an automated way, and directly connecting a brand with its online customers. The launch will expand the Dentsu Aegis Network’s footprint into real-time bidding (RTB), one of the fastest categories within digital advertising.
The launch will now allow clients utilising Amnet to only pay for online advertising that targets a desired audience. “The smartest programmatic buyers may see return on investments improvements in the range of five to six times over traditional buying, because they pay only for the exact consumers that they want to reach, in contexts that work,” said Shakir Tharayil, director at Amnet.
The tool will be offered across digital display, video and mobile. “The auctions take place in milliseconds as advertisers bid on the right to show the consumer an ad immediately after they open an app or click to a new web page,” said Tharayil.