Publicis-owned agency DigitasLBI, for example, during its digital NewFront rolled out a series of publisher and vendor relationships to improve its real-time offerings.
The agency developed a Brand Content Index in conjunction with the content measurement and distribution vendor SimpleReach to measure client campaign performance against SimpleReach’s anonymized publisher metrics.
Although the tool is exclusive to Digitas and its clients at present, the content index will be opened up for wider release later this year following the in-house beta.
Likewise, independent media agency Horizon Media along with Butler, Shine, Stern & Partners invested some $3.5 million in predictive social intelligence tool BlabPredicts to get more predictive about media-buying based on trending social and broadcast content.
“We know we’re not a technology company at our core, but what we do have is over 100 brands in our portfolio, relationships with thousands of publishers online and offline and independent clout in the marketplace, so we do move quickly in different ways,” said Taylor Valentine, SVP of social media strategy at Horizon Media.
What's happening at Horizon is growing across the agency space. Havas Media Labs, for instance, was created to foster such data, tech and content partnerships.