Mindshare, the global media agency network that is part of WPP, has developed ANNA, the global media agency world’s first programmable approach to DSP and DCO control and is launching the offering with partners AppNexus and Jivox.
ANNA is a combination of people, process and technology that creates code that programs DSPs and DCOs as opposed to humans manually configuring them and moves Mindshare clients from the era of ‘programmatic’ media into an era of ‘programmable’ media.
In practical terms a media planner that would have previously set up tens of targeting strategies per campaign through a web based DSP interface – setting variables such as audience types, bids, locations, times and contextual settings - can now use ANNA to create code that configures millions of buying strategies instantly. ANNA is built on top of AppNexus’ programmable platform to achieve this.
At the same time ANNA is also said to automate the loading of creative rules into the DCO system – which ties high definition media targeting to the precise and relevant creative served dynamically, in real time, to individual consumers across all devices and channels at unprecedented scale.
Adam Ray, global chief innovation officer at Mindshare FAST, said: “This one change from human-based DSP/DCO configuration to an integrated code-based DSP/DCO configuration will have profound implications for the industry. What’s beautiful about ANNA is not only the automation of the legwork associated with campaign configuration through the DSP/DCO but also that it enables new levels of complexity to be easily included in the design of both the media and creative elements of the campaign – something previously out of reach of manual configuration."
This in turn, he explained, leads to new and significant opportunities in how clients choose to communicate with their audiences and frees up the human element to spend more time upstream with the data, uncovering insights, turning these into strategic actions and providing the rules that can be re-coded through ANNA directly back into both the DSP and DCO technology at the same time.
"The introduction of the AppNexus Programmable Bidder and the Jivox DCO decision engine allows ANNA to deliver unprecedented scale globally for our clients," he added.