Havas’ data management and analytics platform Artemis will essentially plug in to ONE and take advantage of “intelligence from our targeting algorithms and all of the various inventory sources we plug in to,” according to Gabriner. “Artemis [as a data] investment is paying off for them and you can think of us as the activation layer.”
The company last week made all AOL UK reserve inventory biddable through AOL’s buying platform, illustrating its commitment to a bold proclamation it made last fall to automate all reserved inventory. Programmatic, Gabriner said, is becoming a “primary way” in which buyers and sellers transact with one another, citing 50 new private marketplace instances the company forged in the first half of the year alone.
For Havas, the deal is the latest maneuver in an intensifying agency arms race around programmatic initiatives. Others are also gearing up, though in different ways.
Those new to the trading desk phenomena, like Harmelin Media, cut direct-vendor deals to construct in-house media-buying outfits. Others, such as independent agency Horizon Media, roll out dedicated programmatic divisions after several years’ time of test-and-learn.