Bingo, an outcome-based and AI-backed media buying tool for new brands and business clients, has been developed by OMD Mudramax, part of the DDB Mudra Group.
Bingo identifies platforms and optimizes media spending to help advertisers accomplish their brand and sales goals. The agency stated in a press release that this is done transparently and openly with no human intervention.
Bingo is an ATD (Agency Trading Desk) that unifies all channels, including downstream. However, this isn’t just restricted to media buying platforms like Google Ads, Facebook, Yahoo, and other demand-side platforms (DSPs).
Bingo operates as a centralized control layer that ensures that all other buying platforms are in sync to meet media objectives. Ready-made marketing application programming interfaces (APIs) connect the buying platforms, allowing audience and campaign data to flow in. This historical data is utilized to optimize campaigns, maximize performance, identify problems, and recommend changes overtime to keep the campaign on pace to meet its objectives.
Rammohan Sundaram, country head and managing partner – integrated media, DDB Mudra Group, said, “The ability to buy media in an optimised and agnostic manner by setting clear objectives is what this product intends to achieve. As an advertising agency, we are also looking at acting as technology enablers and partners for our clients. Media optimisation and transparency aren’t as esoteric as they sound but require technological intervention. We want to provide those capabilities to clients and marketers in the simplest manner.”
Abhishek Sharma, partner – digital and lead programmatic, DDB Mudra Group, added, “Merely talking about transparency in the ad tech ecosystem is not enough. The entire demand-supply chain is lopsided towards closed ecosystems, which aren’t exactly built in a manner to facilitate transparency, be that pricing or audience data. It’s time to wrest control and place it exactly where it belongs, with the advertiser in a ubiquitous manner. This product is a sincere step in the direction of demand-side innovation and transparency.”
