Amplifi Launches Custom Publisher Programmatic Exchange

Amplifi Launches Custom Publisher Programmatic Exchange
SHARE
THIS



Dentsu Aegis Network’s specialist media management and partnership division Amplifi, has announced the launch of Camelot – a custom premium publisher private exchange.

Developed by Amplifi and the first of its kind in Australia, Camelot gives Dentsu Aegis Network (DAN) guaranteed access to premium inventory programmatically, from the likes of mi9, Yahoo, NewsCorp, Fairfax, MCN, and Mediamotive.  It also enables them to overlay data to increase the value of the inventory for its clients.

Camelot is a ground-breaking development, enabling Dentsu Aegis Network’s trading team and media agencies to lean further into the programmatic space. Compared to other “programmatic premium” or “programmatic direct” offerings, DAN’s approach guarantees that the agency retains control over the ad decisions, which vastly improves marketer ROI.

Camelot enables DAN to fulfil brand, audience, and performance campaigns on both a reserved and non-reserved basis across Australia’s largest publishers, something no other marketplace can offer. It also increases campaign efficiency by overlaying digital media, which is brand safe and has a high viewability score, with verified client-owned data.

Carat, Vizeum and Dentsu Mitchells have begun using the exchange and are already collecting strong insights which are being applied to optimise the supply for clients during campaign period.

Outside the core benefits of overlaying data to one supply side, Camelot helps drive automation of workflow. It removes the manual process of booking media and allows Dentsu Aegis Network’s planning and buying teams to focus on the creation of holistic, integrated campaigns.

Dentsu Aegis Network’s CEO of Amplifi and performance, Matt Crook said, “Camelot is one of a number of future facing initiatives Amplifi and our technology and media partners are co-developing to ensure our clients and our agencies maintain a two to three year lens on competitive advantage. Camelot in particular has been a year in the making and forms a key component of the Dentsu Aegis Network Digital 2020 vision.”

Speaking of its use of Camelot, Carat’s CEO, Simon Ryan said, “This is a really exciting time as we take advantage of programmatic technology through the introduction of Camelot and the continued use of the open exchange to drive better business outcomes for our clients. We are already sharing the benefits of this platform with clients and are looking forward to sharing some of the success stories in the near future.”

Please login with linkedin to comment

Adshel always appointment Exclusive Exponential Interactive

Latest News

Bangkok Thailand - August 31 2017 Facebook App on iPhone with computer laptop background closeup male hand hold social network on smart device concept.
  • Media
  • Opinion

Young Australians Will Abandon Facebook If It Doesn’t Do More To Combat Hate Speech

In this guest post, founders of The Daily Aus Sam Koslowski and Zara Seidler discuss why in order to stay in the game and keep its user, social media giant Facebook needs to do more to combat hate speech… For young Australians, Facebook is on the decline. Unless the platform better responds to its user’s […]

Opinion

by B&T Magazine

B&T Magazine
Baskin-Robbins Australia Awarded For Stranger Things Campaign
  • Media

Baskin-Robbins Australia Awarded For Stranger Things Campaign

A brave move has paid dividends for Baskin-Robbins Australia who recently announced they won the award for Best Digital Initiative at last week’s QSR Media Awards. Baskin-Robbins Australia’s Master Licensee, Palm Oasis Ventures took a risk in launching a digital winter campaign targeting a new millennial and Gen Z demographic when it partnered with Netflix to launch season 3 of the streaming giant’s most popular show, the sci-fi horror series, Stranger Things.

TikTok Turns On Trump (Again)
  • Media

TikTok Turns On Trump (Again)

TikTok has turned on Trump once again. As yet, no one brave enough to speculate it's the work of the Chinese government.

SAN FRANCISCO, CA JULY 1, 2018: Entrance to Adobe San Francisco office location in historic Baker and Hamilton warehouse
  • Media

Convert Digital Awarded Adobe’s Magento Gold Status

Leading eCommerce website development agency, Convert Digital, has achieved the coveted Magento Gold Status from Adobe. This accomplishment has been reached following the agency’s continuing work with the Magento 2 platform - platform that is incredibly robust and offers unrivalled flexibility and scalability.

Influencers Raise $95k For Starlight Children’s Foundation In Do-Good Campaign Via Born Bred Talent
  • Campaigns

Influencers Raise $95k For Starlight Children’s Foundation In Do-Good Campaign Via Born Bred Talent

Influencer marketing agency Born Bred Talent has partnered with the Starlight Children’s Foundation to mobilise their talent roster and support the Stream Raiser campaign, contributing over $95k in donations thanks to virtual fundraising efforts.  With a combined reach of 6.2 million across Instagram, TikTok and Twitch, 9 Australian influencers contributed 76% of the $124k raised […]

UNICEF Set To Launch ClickforCovid Relief Gaming Stream
  • Advertising

UNICEF Set To Launch ClickforCovid Relief Gaming Stream

In 2020, the ‘new wave’ of youth consumers have inspired the world with their activism and fundraising, so eGEN is proud to have partnered with UNICEF, Loserfruit and friends to help gamers fight COVID and help the world’s most vulnerable children. The world’s most famous strawberry will be joined by her Click crew for a […]

Silverbullet Achieves Adobe Audience Manager Specialisation
  • Media

Silverbullet Achieves Adobe Audience Manager Specialisation

Silverbullet Data Services Group (Silverbullet), has become one of only four businesses globally to achieve Adobe Specialisation in EMEA for Adobe Audience Manager. Adobe Specialised Partners are acknowledged as the most skilled technical practitioners throughout the global partner ecosystem. Specialisations are earned after organisations achieve a level of certified expertise in an Adobe solution and […]

Businesswoman hand connecting jigsaw puzzle, Business solutions, success and strategy concept
  • Technology

General Mills Partners With Zyper To Build Virtual Superfan Communities

Food company General Mills has partnered with Zyper, a marketing platform that connects brands with their superfans, to build virtual fan communities for General Mills’ brands. As part of the agreement, General Mills will use Zyper’s software to initially identify the Betty Crocker and Fibre One brands’ top one per cent of fans on social […]

Facebook Pledges $500,000 To Group Admins Across Australia
  • Technology

Facebook Pledges $500,000 To Group Admins Across Australia

Facebook is continuing its Facebook Australia Groups Impact Fund, today announcing $500,000 in funding for the program. The grant was originally designated for bushfire recovery groups, however, has now been extended to local communities across the country who might be facing hardship. Facebook said it is on the lookout for groups that have a positive […]