Verizon Media Announces New Omnichannel Insights Tool
Verizon Media announced a new omnichannel insights tool for its demand side platform (DSP). Powered by machine learning, the new tool is designed to give advertisers clarity on their omnichannel programmatic ecosystem, with robust performance insights and optimization recommendations for each channel, ad format and exchange.
“At Verizon Media, trust and transparency are more than just buzzwords,” said Iván Markman, Chief Business Officer at Verizon Media. “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.”
The new transparency tool delivers a 360-degree view of a DSP customer’s omnichannel programmatic environment, with robust audience reach and cost analyses broken down by channel (e.g., display, CTV, DOOH, audio, etc.), ad format (e.g., video, native, etc.) and exchange. Buyers can drill down to understand how each channel, format and exchange is performing on their behalf, while providing forecasts to shape campaign strategy, creative and targeting. In future versions Verizon Media said it expects to allow segmentation by device, video duration, video placement, and domain.
“Increasing transparency within the programmatic ecosystem must be an industry-wide priority, bringing agencies and tech partners together to drive better outcomes for clients,” said Steve Katelman, EVP, Global Partnerships at Omnicom Media Group. “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.”