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Havas gives brands ‘full visibility’ with new programmatic platform

Havas Group has launched a “game-changing” programmatic platform that it claims will give clients “full transparency” over their campaigns.

“Game Changing”: Havas’ Dominique Delport

The Client Trading Solution (CTS) programme, which is being rolled out in Asia-Pacific, allows advertisers to track and monitor their programmatic buying, giving them “complete control”, the company has said.

Havas recently was at the centre of a brand safety storm after it pulled ads on Google and YouTube in the United Kingdom when some were found next to videos with “questionable or unsafe content”, such as terrorist propaganda.

Meanwhile, other media companies, such as Dentsu Japan, have found themselves caught up in a growing backlash over transparency related to spend and billings.

However, according to Havas’ global managing director Dominique Delport, the new tool will give advertisers “full visibility” on issues such as fraud, brand safety, trading practices and costs. 

He said: “For the first time, we have an offer that gives clients full visibility and control.

“This platform gives brands full visibility on costs, investments, outcomes and ROI, across trading desks, DSPs, inventory, providers, marketplaces. Any advertiser using it can see exactly what’s behind all programmatic solutions, with complete transparency allowing us to work hand-in-hand with our clients to build the best strategies for their business.”

Earlier this year, Marc Pritchard of Procter & Gamble – one of the world’s biggest ad spenders – slammed the “murky” media supply chain and publicly demanded more transparency from agencies.

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