A Fully Transparent Programmatic Buying Solution? It's Possible!

Havas Media Group announces the launch of a revolutionary programmatic buying solution that gives clients full visibility and control over their campaigns: Client Trading Solution (CTS).

CTS is a fully transparent client-side control panel that displays all transactions, allowing clients to track and monitor programmatic buying across all campaigns in one place.

Dominique Delport, Global Managing Director at Havas Media Group, says:

– Considering that 75 percent of marketers say they are concerned about the level of transparency in automated solutions*, Client Trading Solution is an important breakthrough. For the first time, we have the ability to offer clients an innovative platform that gives brands full visibility into the costs, investments, results and ROI of all trading desks, DSP platforms, inventory, vendors and markets. Every advertiser using it can clearly see what stands behind all automated programmatic buying solutions, and total transparency allows us to work closely with clients to build the best strategies for their brands.

CTS acts as a control tower, offering clients full visibility into trading desks, DSPs and vendors. Clients are assured of high campaign quality while pursuing their own goals (viewability, fraud control, brand safety, costs, spend, products, formats, channels, countries, etc.). The platform provides excellent visibility into the workflow at every stage of a campaign — programmatic media planning, negotiations between partners, ad serving, campaign setup, monitoring, optimization and reporting — within a fully independent ecosystem that is available to all partners. The innovative product was developed by award-winning data scientists from MFG Labs.

Raphael Mirat, product manager at MFG Labs, explains:

– CTS truly delivers when clients care about controlling their programmatic buying activities. It gives them flexibility unmatched by any other solution when allocating budget across DSP platforms and trading desks, without having to give up oversight and reporting. For the first time, clients have access to all operations and the related data on a single platform, secure and efficient, based on infrastructure dedicated specifically for this purpose.

Havas Media Group is a pioneer in meta-programmatic architectures. Together with MFG Labs, the company launched the industry's first Meta-DSP platform in 2014, and the Meta Quality Barometer tool in 2015. CTS is the most advanced solution on the market, enabling clients to achieve full transparency in programmatic buying. Telefonica is already successfully using the platform. Technology partners and leading industry organizations have also given the tool positive reviews.

*(Report) The Transparency Opportunity: Metamarkets.com

The Client Trading Solution was developed by Havas Media Group's market-leading technology and mathematics entity — MFG Labs. CTS is already used by more than 200 traders to manage client campaigns through a single shared platform. The solution's rich ecosystem already includes features such as campaign parameter optimizers (developed by MFG Labs), DMP functionality and inventory quality assessment (developed by Artemis Alliance, Havas Media Group's data entity) and intelligent First Party data segmentation (developed by Constellation).

IAB (International Advertising Bureau) iab.com: As an industry, we are redoubling our efforts to ensure a high-quality advertising environment, meet advertisers' requirements and deliver value to internet users. Transparency is a fundamental requirement, so we welcome Havas Media Group's initiative, which will help us increase advertiser trust and investment levels and implement best practices across the market.

– MediaMath appreciates Havas Media Group's continued commitment to programmatic innovation — CTS is an important, standout achievement that will provide greater transparency, control and ROI to marketers – says Erich Wasserman, co-founder and chief client officer, MediaMath.

– Google is proud to take part in this initiative. Thanks to the integration of DBM into the Client Trading Solution from Havas Media Group, we can work more easily with both agencies and clients. This innovative solution allows the industry to focus on results in a more transparent and effective way – says James van Thiel, director of strategic partnerships for the EMEA region, Doubleclick by Google.