Dentsu Aegis launches premium publisher private exchange Camelot

Major advertising group Dentsu Aegis has announced a premium publisher private exchange called Camelot.

The announcement: 

Dentsu Aegis Network’s specialist media management and partnership division Amplifi, today announces the launch of Camelot – a custom premium publisher private exchange.

Developed by Amplifi and the first of its kind in Australia, Camelot gives Dentsu Aegis Network guaranteed access to premium inventory programmatically, from the likes of mi9, Yahoo, NewsCorp, Fairfax, MCN, and Mediamotive.

It also enables them to overlay data to increase the value of the inventory for its clients.

Camelot is a ground-breaking development, enabling Dentsu Aegis Network’s trading team and media agencies to lean further into the programmatic space. Compared to other “programmatic premium” or “programmatic direct” offerings, DAN’s approach guarantees that the agency retains control over the ad decisions, which vastly improves marketer ROI.

Camelot enables DAN to fulfil brand, audience, and performance campaigns on both a reserved and non-reserved basis across Australia’s largest publishers, something no other marketplace can offer. It also increases campaign efficiency by overlaying digital media, which is brand safe and has a high viewability score, with verified client-owned data.

Carat, Vizeum and Dentsu Mitchells have begun using the exchange and are already collecting strong insights which are being applied to optimise the supply for clients during campaign period.

Outside the core benefits of overlaying data to one supply side, Camelot helps drive automation of workflow.

It removes the manual process of booking media and allows Dentsu Aegis Network’s planning and buying teams to focus on the creation of holistic, integrated campaigns.

Dentsu Aegis Network’s CEO of Amplifi and Performance, Matt Crook said, “Camelot is one of a number of future facing initiatives Amplifi and our technology and media partners are co-developing to ensure our clients and our agencies maintain a two to three year lens on competitive advantage.

Camelot in particular has been a year in the making and forms a key component of the Dentsu Aegis Network Digital 2020 vision.”

Speaking of their use of Camelot, Carat’s CEO, Simon Ryan said, “This is a really exciting time as we take advantage of programmatic technology through the introduction of Camelot and the continued use of the open exchange to drive better business outcomes for our clients. We are already sharing the benefits of this platform with clients and are looking forward to sharing some of the success stories in the near future.”


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