"PMG has taken a swing at one of the knottiest pasts of modern media buying: CTV. The independent agency has built its own buying platform, pulling a crucial layer of programmatic machinery in-house as marketers grow louder about the opacity and nebulous plumbing that define CTV. The platform, called Alli Buyer Cloud, sits inside PMG's broader operating system Alli. It's currently in alpha testing with three clients and the agency is intentionally taking its time."
"It's a reaction to what CTV has become: fragmented supply, dubious sellers and platform rules that force agencies to choose between scale and clarity. PMG got tired of that trade off, said Paladino. So they built their own alternative. "With the CTV ecosystem getting more fragmented, we were struggling to find a platform that gave us the efficiency, control and transparency that we wanted so we decided to build it ourselves," said Paladino."
PMG created Alli Buyer Cloud to bring a crucial layer of CTV programmatic buying in-house. The platform sits inside the agency's Alli operating system and is currently in alpha with three clients. The agency is A/B testing to prove clear fee reductions and performance improvements before broader rollout next year. The move responds to fragmented supply, dubious sellers and platform rules that force trade-offs between scale and clarity. Alli Buyer Cloud functions like a DSP by tapping ad servers such as Magnite's SpringServe and Comcast's FreeWheel and also routes into Google's buying platform for YouTube inventory. Amazon remains an accessible endpoint for external buying platforms.
Read at Digiday
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