• by Ray Schultz , July 5, 2025

Media company Assembly has unveiled a tool that it says will help advertisers achieve smarter, more responsible programmatic ad buying. 

The new solution, Assembly Control, is rolling out this month, with global support from Assembly’s hubs in New York, London, Singapore and Dubai. The firm seeks 75% client adoption globally by the end of 2025.

The goal is to ensure that advertisers “show up in the right places, with the right partners, while delivering better business outcomes,” says Matt Adams, global chief operations officer at Assembly.

In theory, the product will steer programmatic buys to reputable publishers.

Assembly claims that Assembly Control provides:

• More strategic inventory selection
• Reduction of brand safety and suitability risks across publishers, apps, and environments
• Protection from fraudulent or non-compliant partners
• Tiered controls based on an advertiser's safety and suitability strategies
• Inclusion list of publishers and sellers

The firm cites statistics showing that programmatic accounts for over 90% of digital display ad spend in the U.S. 

"Programmatic advertising remains one of the most effective but complex channels for brands today," Adams says.