Dentsu Programmatic has announced the launch of its strategic programmatic supply solution ‘Dentsu Curate’ in India. According to the company, Dentsu Curate enables advertisers to target premium and brand-safe inventory, allowing them to bring better performance leading to high operational efficiency for all campaigns, it claimed.
Dentsu Curate offers our clients assurance and trust in maximizing fraud-free, brand-safe, and viewable inventory, Divya Karani, chief executive officer, Southasia, media, Dentsu, said. Our ability to fulfill these assurances entails working with the right supply partners with solutions and value to ensure clean supply in building a marketplace for our advertisers, she added.
According to the company, Dentsu Curate is built on Dentsu international’s global clean supply initiative. It further claimed that 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, with industry-leading partnerships.
Advertisers have an opportunity to buy multiple DSPs (Demand Side Platforms) that are connected to several SSPs (Supply Side Platforms). This certainly gives them reach to all the channels and publishers in the region. However, reaching out to the addressable audiences on brand-safe publishers and avoiding unnecessary cost inflation is a challenge. Nonetheless, 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 we 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.
Commenting on the launch, Salil Shanker, chief operating officer, of Dentsu Programmatic added, 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.