Havas delivers first fully transparent client facing programmatic solution

Client Trading Solution (CTS). CTS is a client facing, fully transparent control tower displaying all programmatic trading, allowing clients to track and monitor their programmatic buying in one place.
Dominique Delport, global managing director, Havas Group, said: “When you consider that 75 percent of marketers say that they are concerned by the level of transparency in programmatic, Client Trading Solution is a significant breakthrough. For the first time, we have an offer that gives clients full visibility and control. This innovative platform gives brands full visibility on costs, investments, outcomes and ROI, across trading desks, DSPs, inventory, providers, marketplaces. Any advertiser using it can see exactly what’s behind all programmatic solutions, with complete transparency allowing us to work hand-in-hand with our clients to build the best strategies for their business.”
CTS acts as a control tower, offering clients complete visibility across trading desks, DSPs and providers. Clients can ensure the quality of their campaigns across their own objectives (visibility, fraud control, brand safety, trading practices, costs, spending, products, formats, channels, countries, etc).
The platform delivers visibility of digital workflow at every stage of the campaign — programmatic media planning, partner negotiation, adserving, campaign setup, monitoring, optimization and reporting — within a fully independent, technology agnostic ecosystem that is open to all partners. The product was developed by award-winning data scientists, MFG labs.
Raphael Mirat, product manager, MFG Labs, said: “CTS complements Havas Group’s programmatic offer. It really shines when clients want both power and control, as it gives them unprecedented flexibility to allocate budget across DSPs and trading desks, without sacrificing anything on supervision and reporting. For the first time, clients have all their trading operations and related data in a single platform, secure and efficient, built on a dedicated infrastructure.”
CTS is already being used by traders to manage campaigns for clients via one central, shared platform. Its product ecosystem includes optional features such as Campaign Parameter Optimizers (powered by MFG Labs), DMP Capabilities and Inventory Quality Assessment (powered by Artemis Alliance, Havas Group’s data capacity) and Smart First-party Segments (powered by Constellation).

Source: Arab News