The Dentsu Aegis Network has launched its programmatic media buying platform Amnet in the region.
The move will expand the network’s footprint into real-time bidding (RTB), with Amnet to be offered to clients across 18 markets in the Middle East and North Africa.
Michael Nederlof, CEO of the Dentsu Aegis Network, Middle East and North Africa, said: “A new era of online display advertising has begun and automation will play a pivotal role. Amnet trading desk was created in response to the technology driven revolution in digital media buying. We are connecting with the leading media partners, websites and online platforms in the MENA region to provide numerous data driven display technologies to maximize value for our clients. This tool will be offered across digital display, video and mobile but it’s not going to be long when we see our primetime commercial breaks being traded through RTB in the near future.”
Shakir Tharayil, director of Amnet, added: “Our platform team uses data and technology to make informed decisions against the most valuable media impressions in order to deliver optimal results for our clients.”
Earlier this month the network also launched its Vizeum brand in the Middle East.