MERCADEO Versión en español
Mindshare Develops ANNA To Move Clients From Programmatic To Progammable Media
Liz Unamo| 19 de septiembre de 2017
Mindshare lleva sus clientes de la era medios programáticos a los programables con ANNA
Mindshare, the global media agency network that is part of WPP, has developed ANNA, the global media agency world’s first programmable approach to DSP and DCO control and is launching the offering with partners AppNexus and Jivox.ANNA is a combination of people, process and technology that creates code that programs DSPs and DCOs as opposed to humans manually configuring them and moves Mindshare clients from the era of ‘programmatic’ media into an era of ‘programmable’ media.Adam Ray, Global Chief Innovation Officer at Mindshare FAST, said: ‘This one change from human-based DSP/DCO configuration to an integrated code-based DSP/DCO configuration will have profound implications for the industry. What’s beautiful about ANNA is not only the automation of the legwork associated with campaign configuration through the DSP/DCO but also that it enables new levels of complexity to be easily included in the design of both the media and creative elements of the campaign – something previously out of reach of manual configuration.” “This in turn leads to new and significant opportunities in how clients choose to communicate with their audiences and frees up the human element to spend more time ‘upstream’ with the data, uncovering insights, turning these into strategic actions and providing the rules that can be re-coded through ANNA directly back into both the DSP and DCO technology at the same time. The introduction of the AppNexus Programmable Bidder and the Jivox DCO decision engine allows ANNA to deliver unprecedented scale globally for our clients” said Ray.
