Havas Group announced the launch of Client Trading Solution (CTS), a programmatic solution that gives clients complete visibility and control over its campaigns. CTS is a client-facing, fully transparent control tower displaying all programmatic trading, allowing clients to track and monitor their programmatic buying in one place.
Dominique Delport, Global Managing Director, Havas Group said, âWhen you consider that 75 per cent of marketers say that they are concerned by the level of transparency in programmatic, CTS is a significant breakthrough. For the first time, we have an offer that gives clients full visibility and control. This innovative platform gives brands full visibility on costs, investments, outcomes and ROI, across trading desks, DSPs, inventory, providers, marketplaces. Any advertiser using it can see exactly whatâs behind all programmatic solutions with complete transparency, allowing us to work hand-in- hand with our clients to build the best strategies for their business.â
CTS acts as a control tower, offering clients complete visibility across trading desks, DSPs and providers. Clients can ensure the quality of their campaigns across their own objectives (visibility, fraud control, brand safety, trading practices, costs, spending, products, formats, channels, countries, etc). The platform delivers exceptional visibility of digital workflow at every stage of the campaign â programmatic media planning, partner negotiation, adserving, campaign setup, monitoring, optimisation and reporting â within a fully independent, technology agnostic ecosystem that is open to all partners. The innovative product was developed by award-winning data scientists, MFG labs.
Raphael Mirat, Product Manager, MFG Labs explains, âCTS complements Havas Groupâs programmatic offer. It really shines when clients want both power and control, as it gives them unprecedented flexibility to allocate budget across DSPs and trading desks, without sacrificing anything on supervision and reporting. For the first time, clients have all their trading operations and related data in a single platform, secure and efficient, built on a dedicated infrastructure.â
Havas Group is has been dealing with meta programmatic solutions for a long time. Together with MFG Labs, Havas Group launched the industryâs very first Meta-DSP in 2014 and the media Quality Barometer in 2015. CTS is the most advanced solution on the market allowing full programmatic transparency for clients. The platform has already been used successfully by Telefonica and has received endorsements from both Telefonica, tech partners and leading industry bodies.
CTS was developed by Havas Groupâs leading tech and math entity MFG Labs. CTS is already being used by traders to manage campaigns for clients via one central, shared platform. Its rich product ecosystem already includes optional features such as Campaign Parameter Optimizers (powered by MFG Labs), DMP Capabilities and Inventory Quality Assessment (powered by Artemis Alliance, Havas Groupâs data capacity) and Smart First-party Segments (powered by Constellation).
âCTS provides us the control and transparency that we need in the programmatic environment. It is very useful having the visibility in real-time on the strategies and the optimisation process implemented in each campaign,â said Cesar Alonso, Head of Digital, Telefonica Spain.
âAs an industry we are redoubling our efforts to deliver a quality advertising environment, meet advertiser demands and create value for users. Transparency is a core requirement and we welcome this initiative from Havas Group which will help to increase advertiser confidence and investment and drive best practice across the market,â said Townsend Feehan, Chief Executive Officer, IAB Europe (International Advertising Bureau) iab.com.
âThe complexity of the digital ecosystem continues to drive a range of challenges and opportunities for advertisers and their agencies. Identifying new ways to improve media efficiency and effectiveness remains crucial, but increasingly market transparency is equally key. We believe innovative technical solutions like Havas Groupâs CTS programmatic platform are essential to keep moving the industry in the right direction,â said Jon Chase, Chairman, Media Agencies Council, The EACA (European Association of Communications Agencies) eaca.eu.
âMediaMath applauds Havasâ continued commitment to programmatic innovation â CTS is an important and differentiated achievement that will deliver increased transparency, control and ROI to digital marketers,â said Erich Wasserman, Co-Founder & Head of Key Accounts, MediaMath.
âGoogle is proud to be part of this initiative. With the integration of DBM into Havasâ Client Trading Solution, it is now much easier for us to collaborate together with both agencies and clients. This innovative solution delivers a more efficient and transparent way for the industry to focus on results,â said James van Thiel Director, Strategic Partnerships EMEA, Doubleclick by Google.