OMD Mudramax has launched Bingo, an outcome-based, AI-backed media buying tool focused on emerging brands and enterprise clients.
According to a release issued by the agency, Bingo can aid marketers achieve brand and sales goals by identifying platforms and optimising media spends in a transparent and open manner without human intervention.
OMD MudraMax labels Bingo as an Agency Trading Desk (ATD) that integrates DSPs such as Google Ads, Facebook and Yahoo, among others.
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.”
For the tool, two patents have been filed in India which are currently being examined.