Commentary

Agencies as Ad Networks

Highlighting how the line between agencies and ad networks are increasingly blurring, Ed Montes of Havas Digital discussed in the morning's second keynote the agency's creation of a virtual brand network for managing, planning and buying online inventory in a much more data-driven way, similar to an ad network or exchange. A key to that system is Havas' Artemis database management system, which has profiles of more than one-third of the global online population. As to who owns the data, Montes assured that the agency's clients own their data.

Montes said financial services and travel industry clients, more accustomed to working with data and performance-based advertising have been quicker to adopt the virtual brand network than brand-focused advertisers. Pricing for the service depends on individual clients.

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