Havas launches new demand side platform

Affiperf, Havas’ programmatic pure player, has launched the “Affiperf Meta DSP” solution to offer brands the opportunity to operate seamlessly across multiple demand side platforms with one single point of contact.The Affiperf Meta DSP is powered by proprietary algorithms that offer clients fluid digitalisation, optimisation and addressability across formats. This ability to collate results and information into one unified marketing statistic marks the end to complexity in this critical area, said the company.The initial roll out of the Affiperf Meta DSP includes accessibility to over 102 markets. Affiperf will continue to develop the product in the coming months to increase the number of DSP platforms that can be analysed at the same time.The new platforms aims to offer ways to unify data sets across multiple platforms. It aggregates multiple assets using their APIs, data inventory, features and algorithms from a number of DSPs. It then uses modelling and decision engines to allow traders to recommend wider, more sophisticated strategic options and monitor them.Pierre-Louis Lions, MFG Labs co-founder said : “Thanks to three years of extensive R & D we have been able to bring technical neutrality to the conception, implementation and optimisation of campaigns. This works both in the real-time bidding process as well as the design for even more integrated approaches that will enable us before the end of the year, to start managing our Affiperf Meta DSP solution for online and offline data and media."Dominique Delport, global managing director, Havas Media Group and chairman of Havas Media Group France and UK added that in today’s world, media is code and digital campaigns are like software. The idea behind programmatic when it first started was to secure instant contact between traders and brands that would enable clients to benefit from an infinite number of connections with consumers in real-time."The explosion of data and the significant rise in the number of DSPs on the market has meant that this promise of programmatic was lost to complexity and silos. AffiperfMeta DSP disrupts the market with the creation of one single tool that enables our clients to optimise choice across multiple platforms. As a result, our industry can finally take programmatic buying to the next level to help brands generate more tailored, more effective and more meaningful connections with people. This is programmatic without compromise.”