Dentsu Aegis Network launches its real time bidding platform for Middle East and North Africa

March 18, 2014 1:27 pm

Dentsu Aegis Network, the first truly global communications network for the digital age, has announced the launch of its programmatic media buying platform – Amnet.

Programmatic buying, which is the act of bidding on media inventory in an automated way, directly connects a brand with its online customers, will expand the Dentsu Aegis Network’s footprint into real-time bidding (RTB), one of the fastest-growing segments of digital advertising.

The launch will now allow clients utilising Amnet to only pay for online advertising that targets a desired audience by delivering the relevant message in the right context and at the right time. This means their target gets focussed, wastage reduced and conversion rates increase- all in real time.

This announcement comes at a time when the RTB model of buying ad inventory is slated to grow at a burgeoning rate over the next few years in the region.

Amnet will now offer its clients across 18 markets in MENA the buying power and insight to connect with customers. One of the key factors contributing to this market growth is the need for improved return on investment and need for higher ad buying efficiency.

Speaking about the launch, Michael Nederlof, Chief Executive Officer of Dentsu Aegis Network, Middle East and North Africa, said, “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. We are connecting with the leading media partners, websites and online platforms in the MENA region to provide numerous data driven display technologies to maximize value for our clients. This tool will be offered across digital display, video and mobile but it’s not going to be long when we see our primetime commercial breaks being traded through RTB in the near future.”

Echoing Michael’s opinion, Shakir Tharayil, Director of Amnet, said, “The auctions take place in milliseconds as advertisers bid on the right to show the consumer an ad immediately after they open an app or click to a new web page. Our platform team uses data and technology to make informed decisions against the most valuable media impressions in order to deliver optimal results for our clients.”

The AMNET trading desk will be using their advanced 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.

“The smartest programmatic buyers may see ROI improvements in the range of five to six times over traditional buying, because they pay only for the exact consumers that they want to reach, in contexts that work,” added Shakir Tharayil.


Jenifer Pinto-Suares
Communications Consultant
Limelight Middle East
Tel: +971 50 9428251