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Tag: DAN Explore

  • DAN Programmatic launches AI-powered audience insights engine ‘DAN Explore for Programmatic’

    DAN Programmatic launches AI-powered audience insights engine ‘DAN Explore for Programmatic’

    MUMBAI: DAN Programmatic, empowered by the data sciences division of Dentsu Aegis Network, has collaborated with AMNET, the network’s programmatic arm, to launch ‘DAN Explore for Programmatic’. It is an Artificial Intelligence-based insight engine for programmatic audience performance, which merges with its flagship insights Engine – DAN Explore.

    Despite being one of the fastest-growing components of digital media investments, the programmatic advertising ecosystem is still plagued with the common challenges – that of transparency. With a view to address these mounting concerns and to provide insight into the performance of programmatic audience segments for better buying and optimisation prospects for clients and the agency, DAN Explore for Programmatic endeavours to take cutting-edge AI algorithms and statistical modelling to the programmatic environment. It represents audience performance for programmatic cohorts in line with campaign and brand objectives.

     Commenting on the launch, Amnet India vice president Salil Shankar says, “Despite the obvious benefits of the ecosystem, when it comes to programmatic advertising, the environment is mainly opaque. With the tech still being very much of a black-box, the lack of transparency still remains a major point of concern for publishers, brands and marketers. With its unique ability to provide more understanding to audience cohort performance, DAN Explore for Programmatic will be one step closer to our vision of making this ecosystem more transparent as well as providing us with the insight to sharpen our audience buys and set new performance benchmarks.”

    Keeping true to its motto for providing actionable insights, the data sciences division of the network aims to connect DAN Explore for Programmatic with its proprietary insights engine (DAN Explore) and audience activation layer (DAN Planner).

    “Armed with the right algorithms, DAN Explore for Programmatic aims to become a translator in conversations by bringing trust between industry stakeholders in the programmatic space. With its unique access to data and proprietary logic frameworks, DAN Explore for Programmatic will help classify programmatic audiences accurately and reliably to analyse the performance of audience cohorts in line with marketing objectives based on thousands of real-time data points – forming a base for future planning and real-time optimization of programmatic campaigns,” adds DAN Programmatic CEO & Dentsu Aegis Network chief data officer- south Asia Gautam Mehra.

  • DAN India launches proprietary tool ‘DAN Explore’

    DAN India launches proprietary tool ‘DAN Explore’

    MUMBAI: Dentsu Aegis Network’s science team has launched its first proprietary tool ‘DAN Explore’ which captures the trend of changing audience behaviour and understands the nuance of various consumer cohorts across media touchpoints, backed by behavioural triggers and psychographic understanding. 

    Dan Explore will be the first tool in the market which examines the difference in media consumption habits across TV, digital, out of home, mobile and other touchpoints in the consumer’s  journey.  And it will also help marketers combat the challenge to determine when, where and how best to reach their audiences.

    Dentsu Aegis Network South Asia chief data officer Gautam Mehra says, “With data and smartphone prices being more ubiquitous, India has seen a distortion in the traditional path to purchase of the digitised consumer. While traditionally there have been challenges in brands understanding nuances in audience traits of the various subsets of their consumers, the growing needs of clients and brand strategists alike have inspired us to probe further in assuming ways to extracting these rich insights.”

    “The influence of sophisticated techniques like artificial intelligence, on the backbone of heightened processing capabilities has now made deeper understanding of audiences across various touchpoints very real. Through our access of deep rooted APIs with our partners in traditional and new media and our proprietary data sources, we have endeavored to decode audience behaviours across various platforms to capture a unified audience view to solve brand challenges,” he added.

    Commenting on the same, Dentsu Brand Agencies South Asia group executive and strategy officer Narayan Devanathan said, “There have been two ‘fights’ in the communications business one that’s been around for a couple of decades now and the other of more recent making. The first is between media and creative. The separation of these two components has resulted in a gap in how a media planner sees the audience and how a brand planner sees the consumer. The second is between big data and creative. What we seem to have forgotten in all these ‘fights’ is that everything we do is in the interest of best matching consumers and brands. What that requires is a connecting of the dots so that we understand people as people not only as consumers of media or brands. DAN Explore opens up countless ways to connect the dots precisely because it collects all kinds of dots about people and their lives. From passion points to brand and media consumption, from offline to online behavior, from individual to group affinities. In doing so, it does what data is supposed to do in the first place – help explore and find unexpected, inspiring insight.”

    The tool is also integrated with Dentsu’s proprietary data sources like SVG Columbus’ app inventory and M1 Panel.    

    The aim of DAN Explore is to paint a much more detailed and nuanced portrait of consumers than has been available to date. The tool is not only meant to bolster media and communication strategies for the network’s clients but also to inspire creative themes.