Starcom MediaVest Group Canada has inked a deal with Brightroll, a technology company focused on online video, to gain access to its programmatic video-buying platform.
The media agency said it will drive efficiency in online video campaigns by using Brightroll’s platform for programmatic trading, audience targeting, optimization and performance measurement. Using an all-in-one solution helps reduce the “tech tax” generated by paying different partners for each of these services.
Except in cases where clients have pre-existing deals with other platforms, Brightroll will be used for all video campaigns, SMG said.
“Brightroll brings thorough knowledge of the industry and their platform is equipped with advanced tools to help optimize all aspects of our digital video advertising campaigns,” said Jeff Thibodeau, senior vice-president of digital media at SMG Canada, in a release.
The Brightroll buying platform can access a wide range of inventory sources, including open and private exchanges, video ad networks, and direct integrations with preferred publishers. Using the platform, SMG plans to centralize and coordinate campaigns across various preferred inventory sources.
SMG also plans to onboard first-party data from clients and third-party data from technology partners to improve campaign targeting and performance. SMG will begin as a managed client, meaning Brightroll will make trades on the agency’s behalf, but once SMG traders have been trained on the platform they will transition to using Brightroll’s DSP on a self-service basis and make trades in-house, Thibodeau said.
