OMG's Council on Accountability and
Standards (CASA) Continues to Turn Up the Heat on
Transparency and Safety During Advertising Week
NEW
YORK, Oct. 17, 2023 /PRNewswire/ -- Omnicom
Media Group (OMG), the media services division of Omnicom Group
Inc. (NYSE: OMC) has launched an SSP Standardization Initiative to
drive practices and capabilities that will increase advertiser ROI
and brand safety for SSP investment by enabling buyers to curate
premium inventory at scale.
The standards were developed by OMG's Council on Accountability
and Standards in Advertising (CASA) - a collaboration of OMG
agencies, clients and media partners committed to enhancing quality
control and transparency for advertisers across CTV, retail, social
and SSP channels - and are organized around four core
advertiser rights and partner capability pillars.
"Revelations about the prevalence of Made for Advertising (MFA)
sites siphoning spend from legitimate publishers left advertisers
questioning if their supply is working as hard as it should," says
OMG Managing Director for Digital Activation Ryan Eusanio. "Understanding that the biggest
gains in value – and best alignment with brand values - can
be achieved from better supply curation, CASA has been engaging
with six of the major SSPs to establish the capabilities needed to
enable buyers to curate premium inventory at scale."
Just four months after the SSP Standardization Initiative was
launched, all six partners are enabled on at least half of the
CASA-recommended capabilities, with multiple platforms approaching
90 percent enablement.
"CASA provides a clear framework for what is important to
Omnicom to deliver higher value for their advertisers. Our tools
fit well with CASA by providing them the ability to curate
inventory and to layer audience data on the sell side at a very
granular level," says Adam Soroca,
Chief Product Officer at Magnite, the world's largest independent
sell-side advertising platform. "Coalescing around CASA drives
greater collaboration between the buy and sell side, bringing more
clarity and confidence in the process. By working closely with
OMG's CASA, Magnite is creating more transparent supply paths that
advertisers can transact through while benefiting from our
preferred supply relationships and advanced features."
"The work coming out of OMG's CASA SSP initiative has
positive implications way beyond the US market, with buyers all
over the world able to leverage the enhanced reporting capabilities
that OMG are establishing with leading SSPs," says Mike Zaneis, President and CEO of Trustworthy
Accountability Group (TAG), the leading global initiative fighting
to stop criminal activity and increase trust and
transparency in digital advertising. "We see this initiative
as very complimentary to the work we are carrying out at Tag
Trustnet."
Today's announcement is the second in a series of Advertising
Week reports from OMG revealing the advances in advertiser control
and seller transparency that the CASA initiative is enabling across
social, SSP, retail and CTV channels.
About Omnicom Media Group
Omnicom Media Group (OMG), the media services division of
Omnicom Group Inc. (NYSE: OMC), delivers transformational
experiences for consumers, clients and talent. Powered by the
Omni marketing orchestration system, OMG connects best -in-class
capabilities that enable our full-service media agencies OMD,
PHD and Hearts & Science to deliver more relevant and
actionable consumer experiences; more productive and
proactive client experiences; and more collaborative and
rewarding talent experiences for the more than 23,000 people
serving the world's leading brands in OMG agencies around the
globe.
About Magnite
We're Magnite (NASDAQ: MGNI), the world's largest independent
sell-side advertising company. Publishers use our technology to
monetize their content across all screens and formats including
CTV, online video, display, and audio. The world's leading agencies
and brands trust our platform to access brand-safe, high-quality ad
inventory and execute billions of advertising transactions each
month. Anchored in bustling New York
City, sunny Los Angeles,
mile-high Denver, historic
London, colorful Singapore, and down under in Sydney, Magnite has offices across
North America, EMEA, LATAM, and
APAC.
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SOURCE Omnicom Media Group