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Tag: DAN Programmatic

  • It is a machine learning- and neuroscience-based engine that promises new insights into the predicted performance of a creative

    DAN Programmatic launches ‘DAN Vision for Creative’

    By A Correspondent

     

    DAN Programmatic along with Amnet has announced the launch of DAN Vision for Creative, a machine learning- and neuroscience-based engine that delivers new insights into the predicted performance of a creative even before the creative has actually run.

     

    Commenting on the launch, Sidharth Rao, CEO and Co-Founder of Dentsu Webchutney said: “One of the biggest gamechangers in modern marketing is the use of data to better the decision making capabilities of professionals to yield better outcomes. Creativity without data is a shot in the dark. Even when a creative professional claims to follow his gut, he or she is in reality analysing data generated through experiences for a particular outcome. Having co-founded an agency that deploys new age solutions to solve common problems, ‘DAN Vision for Creative’ is just the right weapon to solve the age old creative problem of “Why are certain creatives performing better than the others?.” It is creating for us a unique differentiator by providing a justification or even starting points for our creative approach to deliver brand success.”

     

    Added Gautam Mehra, CEO of DAN Programmatic and Chief Data Officer (South Asia) at Dentsu Aegis Network: “Today, creative testing is about determining which creative is performing better for which audiences. This involves testing 100s of creatives. The byproduct of this is, lots of budgets invested into creative production, time spent to create them, marketing budget spent towards testing them and the time involved to get a confident decision. All of this deters most marketers from doing comprehensive creative testing. To top it all, even after this, all we get is which creative is performing better, and no clue on which element is influencing it to perform better or worse. By combining advanced AI techniques such as RNNs (recurrent neural networks), Computer Vision and NLP (Neuro-Linguistic Programming), we are now able to provide predictive intelligence for the creative even before it goes live. This shortens the creative testing cycle and saves on time and money for our clients. Additionally, DAN Vision for Creative provides clues to the “Why” of the creative; making the future creative cycle even more sharper and focussed,”.

     

     

  • It is an Artificial Intelligence (AI)-based insights engine for programmatic audience performance

    DAN Programmatic launches ‘DAN Explore for Programmatic’

    By A Correspondent

     

    DAN Programmatic has collaborated with Amnet, the network’s programmatic arm, to launch DAN Explore for Programmatic. It is an Artificial Intelligence-based insights engine for programmatic audience performance, which merges with their flagship insights engine – DAN Explore.

     

    Salil Shankar

    Commenting on the launch, Salil Shankar, Vice President – Amnet India said: “Despite the obvious benefits of the ecosystem, when it comes to programmatic advertising, the environment is mainly opaque. With the tech still being very much of a black-box, the lack of transparency still remains a major point of concern for publishers, brands and marketers. With its unique ability to provide more understanding to audience cohort performance, DAN Explore for Programmatic will be one step closer to our vision of making this ecosystem more transparent as well as providing us with the insight to sharpen our audience buys and set new performance benchmarks.”

     

    Added Gautam Mehra, CEO- DAN Programmatic & Chief Data Officer- South Asia, Dentsu Aegis Network: “Armed with the right algorithms, DAN Explore for Programmatic aims to become a translator in conversations by bringing trust between industry stakeholders in the programmatic space. With its unique access to data and proprietary logic frameworks, DAN Explore for Programmatic will help classify programmatic audiences accurately and reliably to analyse the performance of audience cohorts in line with marketing objectives based on thousands of real-time data points – forming a base for future planning and real time optimization of programmatic campaigns.”

     

     

  • It aims to empower agencies and clients to take more pre-emptive steps to maximize campaign performance

    DAN Programmatic launches predictive dashboard ‘Vision’

    By A Correspondent

     

    DAN Programmatic has launched ‘Vision’, a hyper-scaled machine-learning-based dashboard that provides reliable and high-quality forecasts on the performance of programmatic campaigns. It aims to empower agencies and clients to take more pre-emptive steps to maximize campaign performance.

     

    Shamsuddin Jasani

    Commenting on the launch, Shamsuddin Jasani, Exec Sponsor –  DAN Programmatic & Group MD, Isobar -South Asia said: “The biggest boon of the digitized media market is that it has given rise to a new resource – the data. This new resource is now actually enabling modern day marketers to make smarter decisions and provide justifications for certain market movements. ‘Vision’ is the first step in a journey of making the programmatic ecosystem a lot more known to us beyond the heavy duty algorithms that govern the space. It enables us to be more proactive in sharpening our programmatic performance by informing creative and placement strategies by revealing

     

    Gautam Mehra

    Added Gautam Mehra, CEO of DAN Programmatic & Chief Data Officer -South Asia, Dentsu Aegis Network: “The explosion of data, coupled with efficient compute and advanced tech advancements, has opened up the realm of marketing to all sorts of predictive analysis. The depth of data available virtually makes every single outcome capable of being modelled with a high degree of certainty. Through its advanced algorithms, ‘Vision’ enters a space of sifting through reams of data to unearth trends that serve as guidance, and in many cases a caution to where a campaign is likely headed. This, in turn, helps carve out a sufficient window for agencies and advertisers to react to upcoming trends and thus, capitalise on the knowledge for their gains.”