The goal, said Cass, is to eventually create more of a cross-platform view of a client’s display ad creative, biddable search and video campaigns. Assembly’s tech stable consists of technologies developed by TargetCast (which MDC Partners acquired in 2012), including campaign reporting tool BrandScoreCard and TargetDCV, the backbone of Dynamic Creative Versioning, which is out of beta and in use by clients.
One of the benefits of aligning multiple versions of creative with programmatic media executions is less waste and more relevancy, Cass said. For instance, if a direct-response advertiser in retail typically drove performance through a certain subset of publishers, but has since experienced pricing pressures, swapping out creative around a place, product or message could help yield a better result.
“Typically you would have rejected that media, but in this case, it’s ‘keep the media’ but evaluate different pieces of commercial persuasion, which work for the same space size,” he added.
MDC Partners increased its revenue by 13.2% to $326.9 million in the third quarter, and Assembly, according to MDC Chairman Miles Nadal, is tasked with integrating discrete pieces of the media business with the technology side. Varick Media Management's stack was built over the course of eight years, and the agency has in the last eight months executed about four internal mergers.
Cass called it "challenging" to unite four agencies with different skillsets and specialities, and to "go from three people sitting in a room to 450 in five different offices," but said the speed in which the mergers were executed have been motivating.