India – Dentsu Programmatic has announced the launch of ‘Dentsu Curate’, a strategic programmatic supply solution, in India. Said solution enables advertisers to target premium and brand-safe inventory, allowing them to bring better performance leading to high operational efficiency for all campaigns.
In addition, the solution aims to improve media quality by consolidating supply and involving deeper integrations with tech platforms and data partners.
Dentsu Curate 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.
This is done through robust evaluation mechanisms, with industry-leading partnerships offering high-quality premium supply coupled with supply path optimisation modelling.
Speaking on the launch, Divya Karani, South Asia chief executive officer for media at dentsu 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 in building a marketplace for our advertisers.”
Through Dentsu Curate, clients can once again get control by building up their bespoke marketplace across Display, Mobile, CTV, DOOH, and native. India’s fragmented landscape in OTT and growing CTV as with this solution they can curate across publishers but drive a certain campaign objective of video or viewability. It allows them the flexibility to have control across their inventory via multiple parameters such as third-party audiences, context, inventory type, among others.
Salil Shanker, chief operating officer at Dentsu Programmatic said, “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.”
Meanwhile, Saagar Sethi, president at Amplifi India commented, “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 on the overall media operations.”
