Demand for more granular control over media placements and audience reach is intensifying, pushing the concept of supply-side curation to the forefront.
This requires a new level of cooperation, according to one agency executive who argues for an “algorithm era” built on true interoperability.
The goal is to ensure that all parties have a hand in shaping how automated systems operate, balancing efficiency with the crucial, long-term need for brand equity, said Kevin Weigand, VP, partnerships, video and audio lead, investment solutions, dentsu media US, in this video interview with Beet.TV.
Navigating the algorithm era
Dentsu has begun briefing its partners on a framework designed to foster a more collaborative and transparent automated marketplace. The initiative reflects a broader push within the company, which last year partnered with Microsoft to deploy advanced Azure OpenAI technologies across its operations, aiming to accelerate the development of AI-powered client solutions. The focus is on ensuring a shared responsibility for how advertising decisions are made.
“What we’ve gone out to the market and really briefed our partners on is something that we’re calling the algorithm era and truly being interoperable with us and with the full marketplace,” Weigand said. This means working with tech partners, supply-side platforms, and clients to ensure “we all have a hand in shaping what the algorithms do, how we utilize them, and make sure it’s not a race to the bottom or a race to short-term performance.”
The ultimate objective is to harness the power of AI without sacrificing strategic brand-building. “Ensuring that long-term brand equity and performance are always front and center for our clients’ needs” is the priority, he added. Dentsu says AI has become a central force in media, requiring brands to master “algorithmic storytelling” to connect with consumers.
Applying curation to FAST and sports
The rapid growth of FAST channels provides a key testing ground for this curated, programmatic approach. With viewership in the U.S. having surpassed 100 million in 2023, according to eMarketer, advertisers are keen to tap into this engaged audience.
“From a FAST standpoint, the viewership’s definitely there,” Weigand said. He noted that programmatic buying offers numerous opportunities for advertisers to reach these viewers in a structured way, whether through “setting up multi-pub bundles, utilizing agency curated deals, setting up one-to-one deals with these fast channels.”
As media plans are optimized, investment will naturally follow performance. “If efficiencies produce results, then we’re going to continue to utilize them.”
