Dentsu's Amplifi launches private programmatic exchange

James McGrath
By James McGrath | 7 July 2015
Data: keep it clean.

Dentsu Aegis' media investment arm Amplifi has launched a premium private programmatic exchange, which it says is an Australian first.

It has teamed up with the likes of mi9, Yahoo, News Corp, Fairfax, MCN, and Mediamotive to launch the exchange, named Camelot, which has been a year in the making.

It said the model allows Dentsu agencies Carat, Vizeum, and Dentsu Mitchells to retain control over ad decisions.

Clients will able to buy on a reserved and non-reserved basis, with Amplifi saying that the inventory was brand safe and had a high viewability score.

Dentsu agencies have already been plugged into the exchange, and Amplifi said aside from the core benefits of overlaying data, that the solution takes a lot of the grunt work out of booking for the agencies, allowing them to focus on other tasks.

Amplifi CEO Matt Crook said it was only one cog in the Amplifi machine.

“Camelot is one of a number of future facing initiatives Amplifi and our technology and media partners are co-developing to ensure our clients and our agencies maintain a two to three year lens on competitive advantage,” Crook said.

“Camelot in particular has been a year in the making and forms a key component of the Dentsu Aegis Network Digital 2020 vision.”

Private exchanges have been in vogue lately, with The Guardian spearheading a publisher-led solution back in March.

It teamed up with CNN International, the Financial Times, The Economist and Reuters, to launch a global programmatic private marketplace, named the Pangaea Alliance. It allows advertisers to buy  publishers' premium advertising inventory programmatically.

You can read more about Amplifi in the next print edition of AdNews, out on Friday. You can subscribe to the print edition or get an iPad subscription here.

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