Media agency Mediahub is working with programmatic technology provider Teads to create a platform first partnership, designed to offer an attention guaranteed buying model.
Mediahub's head of digital, Gerry Bowness, said attention has been a hot topic in the industry.
However, he believed it was time to give clients competitive advantage and provide better buying and trading methodologies that guarantee business results.
“We’ve done extensive work in the Attention space over the past 2 years, culminating in the creation of custom bidding algorithms to give our clients a competitive edge," said Bowness.
"These algorithms enabled us to optimise campaigns in real time, delivering outstanding results – but buying & trading methods haven’t evolved at the same pace so we set about to change that.
“Our attention guaranteed buying model will start to move us away from buying media on legacy metrics such as CPMs and CPCVs and provides our clients with a zero-risk buying model that will guarantee results."
Paul DaBell, Teads head of sales NSW & QLD, said providing creative solutions has always been part of their DNA.
"Partnering with Mediahub and developing a media buying solution that will genuinely benefit clients and grow their business is exactly what we are about," said DaBell.
"We’re delighted to enter this partnership with Gerry and his team and look forward to changing the face of media buying.”
Mediahub's executive director for APAC, Andrew Livingston, said he was excited to be at the forefront of the industry with this partnership with Teads.
"At Mediahub, driving digital innovation reinforces our challenger positioning," said Livingston.
Have something to say on this? Share your views in the comments section below. Or if you have a news story or tip-off, drop us a line at adnews@yaffa.com.au
Sign up to the AdNews newsletter, like us on Facebook or follow us on Twitter for breaking stories and campaigns throughout the day.