Omnicom Media Group looks for more clarity on the role of AI in the auction process
With another Advertising Week well underway, Omnicom Media Group continues to work behind the scenes to address systemic issues around the more opaque processes in digital investment.
The Omnicom-owned media agency network already set its sights on the ad auction process, working in conjunction with a host of industry organizations and auction firms to help the beginning work to establish standards in the $600 billion ad auction marketplace. Now it’s drilling even deeper into auctions and how AI is applied, Digiday has learned.
OMG’s AI Buying Agent standardization initiative aims to ensure advertisers’ interests are kept in mind when platforms create their automated ad product algorithms, which are more autonomous in their decision-making. OMG’s self-described first-to-market initiative seeks to set standards by working with the major platforms — the ask is to get their help in doing a baseline assessment by filling out a questionnaire (sent in September), assess their level of compliance, and then accelerate and advance adoption and adherence.
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Source:: Digiday
