dentsu Programmatic launches dentsu Curate in India

Mumbai: dentsu Programmatic has launched its strategic programmatic supply solution, dentsu Curate, in India. A first-of-its-kind service in the market, dentsu Curate enables advertisers to target premium and brand-safe inventory, allowing them to achieve better performance and high operational efficiency for all campaigns. It also aims to improve media quality by consolidating supply and involving deeper integrations with tech platforms and data partners.

It is pertinent to note here that dentsu Curate, which was first introduced in APAC, is built on dentsu International’s global clean supply initiative. The programmatic supply solution guides advertisers in buying digital inventory across media on behalf of dentsu X, Carat, and iProspect in a brand-safe and fraud-free environment through robust evaluation mechanisms, with industry-leading partnerships offering high-quality premium supply coupled with supply path optimisation modelling.

For instance, today, advertisers have the opportunity to buy multiple DSPs (demand-side platforms) that are connected to several SSPs (supply-side platforms). This certainly gives them access to all the channels and publishers in the region. However, reaching out to the addressable audiences at brand-safe publishers while avoiding unnecessary cost inflation is a challenge. Nonetheless, through dentsu Curate, clients can once again get control by building up their own bespoke marketplace across display, mobile, CTV, DOOH, and native. India’s fragmented landscape in OTT and growing CTV are due to this solution, which allows us to curate across publishers but drive a certain campaign objective of video or viewability. It allows them the flexibility to have control over their inventory via multiple parameters (third-party audiences, context, inventory type, etc.).

Speaking on the launch, dentsu South Asia chief executive officer of media Divya Karani said, "dentsu Curate offers our clients assurance and trust in maximising fraud-free, brand-safe, and viewable inventory. dentsu’s ability to fulfil these assurances entails working with the right supply partners with robust solutions and value to ensure clean supply while building a marketplace for our advertisers."

Commenting on the launch, dentsu Programmatic chief operating officer Salil Shanker added, "At dentsu, we are committed to investing our brand dollars to deliver maximum efficiency and efficacy whilst safeguarding brand legacy. With the launch of dentsu Curate, we are equipped to help enable great value and outcomes for our clients and support a fair marketplace."

"It is all about finding the right mixture of quality publishers and partners that align with our defined quality KPIs. Our inventory superiority mechanism is used to analyse the quality of a publisher across a variety of our trusted partners. With dentsu Curate we safeguard transparency in the overall media operations," commented Amplifi India president Saagar Sethi.

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