"The whole idea is we are canvassing the entirety of the media marketplace and basically saying, 'hey, media marketplace partners, you are being invited in to integrate with Horizon's central brain', which will become the elevated orchestration and intelligence layer."
"What Horizon is actually arguing is more specific - a system updating those allocations in real-time based on live performance signals across connected programmatic pipes rather than a media plan that's essentially set in stone before the first impressions clears."
Horizon Media is creating an orchestration and intelligence layer called Horizon OS, which integrates various media marketplace partners into a central command center. This system aims to optimize ad spending in real-time based on live performance signals, moving away from traditional static media plans. Horizon has sent RFIs to over 200 potential partners, narrowing down to a pilot group for integration. The initiative seeks to streamline operations and improve transparency in ad spending, addressing previous shortcomings in agency trading desks.
Read at Digiday
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