Verizon Media has rolled out a new tool for its DSP users to offer more transparency into the programmatic ad platform. The tool, said Verizon Media, is designed to give advertisers a comprehensive view of the programmatic landscape — showing reach and cost analysis by channel (display, CTV, DOOH, audio, etc.), ad format and exchange. It also provides forecasting insights.
“With today’s announcement, we are continuing to take a leadership role, bringing our DSP customers granular omnichannel intelligence at the auction level, giving them everything they need to understand how and where to best allocate budgets,” said Verizon Media’s chief business officer Iván Markman.
Why we should care
Advertisers have long been calling for more transparency from programmatic platforms and exchanges. With this feature, media buyers see granular reach and cost analysis for each channel, format and exchange and then forecasts based on those insights to inform their campaign strategy, creative and targeting optimizations.
“Adding Verizon Media’s capability to our own transparency tools allows us to understand deeper bidding insights at the auction level, ensuring that we are accessing the inventory through the optimal path. This level of DSP supply path flexibility should be the expectation moving forward,” said Omnicom Media Group’s EVP of global partnerships Steve Katelman.
More on the news
Verizon Media said future versions of its new transparency tool will include the ability to segment by device, video duration, video placement and domain.
Brand safety and ad fraud was the third biggest concern for advertisers (following data privacy and consistent measurement capabilities) according to a January report from Integral Ad Science.
Earlier this year, Verizon Media rolled out native mobile ad features for e-commerce advertisers and replaced its Flurry Ads platform with new Verizon Ads SDK.
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