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Dentsu Aegis Network launches real-time bidding platform for the Mena region

March 18, 2014 2:47 pm

Global communications network Dentsu Aegis Network has launched its programmatic media buying platform, Amnet, in the Mena region.

Programmatic buying is the act of bidding on media inventory in an automated way, which directly connects a brand with its online customers. Amnet uses data and technology to deliver real-time bidding (RTB) decisions and will be available across 18 markets in the Mena region.

The platform now allows clients utilising Amnet to only pay for online advertising that targets a desired audience, by delivering the relevant message in the correct context and at the right time. This means the clients’ targets are focussed, wastage is reduced and conversion rates increase – all in real time.

“A new era of online display advertising has begun and automation will play a pivotal role. Amnet trading desk was created in response to the technology driven revolution in digital media buying. This tool will be offered across digital display, video and mobile, but it’s not going to be long until we see our primetime commercial breaks being traded through RTB in the near future,” says Michael Nederlof, CEO of Dentsu Aegis Network in the Middle East and North Africa.

The AMNET trading desk will be using analytics and data that can be sourced through Dentsu Aegis Network’s proprietary Amnet Audience Centre, whereby the client owns the data sourced for them.

Shakir Tharayil is the new director of Ament.