Havas Group Launches 'Control Tower' For Programmatic Trading

Havas Group has announced the release of the Client Trading Solution (CTS), a programmatic solution offering clients visibility and control over their advertising campaigns.

The platforms allows clients to track media planning, partner negotiation, ad serving, setup, monitoring, optimization and reporting.

Clients can measure the quality of their campaigns using their own metrics including visibility, fraud control, brand safety, trading practices, costs, spending, products, formats, channels and countries.

Havas calls the client-facing platform, developed by data science firm MFG Labs, a “control tower” for programmatic trading.

“The platform gives brands full visibility on costs, investments, outcomes and ROI, across trading desks, DSPs, inventory, providers, marketplaces,” stated Dominique Delport, global managing director at Havas Group. “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.”

“It's transparent at a cost level,” Rafael Mirat, product manager at MFG Labs,  told Real-Time Daily. “You can see for all your campaigns a detailed view of cost including: agency fees, tech fees, partner fees, data cost, media cost (depending on partner level of transparency).”

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