Havas Media began the process of consolidating its partners this past February and as a result, more revenue is now flowing to owned and operated publishers in the most direct way. As such, Havas Media saw US ad spend with SpotX publishers increase by 217 percent since the first week of February through the last week of March.
Between brands bringing media buying in-house and demand partners wanting more visibility, we see consolidation as the next evolution of the advertising industry, said Mike Evans, VP, strategic accounts, SpotX. Buyers shouldn't need to partner with a cornucopia of different SSPs when one trusted partner can utilize those resources to provide more value and transparency on its owned and operated platforms over aggregators.
Advertisers will no longer tolerate practices such as the adtech tax and are increasingly demanding greater transparency into the programmatic ecosystem. Through advocacy from the ANA and 4As, SSPs will need to demonstrate that pricing and practices across the full range of the supply chain are transparent and fair in order to maintain and grow the confidence of clients in programmatic buying. Havas Media recognizes this importance and through its partnership with SpotX, will be able to highlight the benefits of transparency to its clients, as well as collaborate to promote industry transparency practices.
At Havas, working with trusted partners that can offer full transparency is something we not only promise our clients but is also a crucial component to our success, said Andrew Goode, EVP, head of programmatic, Havas Media North America. With SpotX as our trusted programmatic video partner, we are able to gain access to an unprecedented amount of brand-safe inventory and focus our advertising budget to open meaningful dialogues with those top tier media owners so we can ultimately take a proactive approach with our clients around premium media and data.
For more information about SpotX and its brand-safe offerings, visit www.spotx.tv.