Oliver Group, the in-house specialist, is aiming to break media agencies’ grip on the programmatic market by launching a division which it claims will finally bring transparancy to digital media planning services.
Oliver Media will be headed up by ex-ComScore senior vice president Duncan Trigg (pictured, left), and will use real-time data insight to support the delivery of relevant content.
Trigg takes on the role of managing director. He will report directly in to global chief executive Simon Martin and work closely with UK chief executive Sharon Whale (pictured, right).
At ComScore, Trigg led the company’s advertising suite across all markets globally. He has also been an advisor to the Captify board for almost three years. Trigg has 19 years’ experience working in media and advertising, and is claimed to be an expert in programmatic; he has advised agencies and advertisers on bidding strategies, measurement and technology stacks.
Trigg’s CV includes MD and CEO roles at auction website Biddi.com and content verification company Project Sunblock respectively. He also co-founded Unanimis, a UK-based digital advertising network, specialising in branded and performance display advertising and was part of the founding team behind Open X.
Martin said: “One of the founding principles of Oliver is transparency, coupled with an ambition to help our clients do things better and faster – liberating the new within their businesses. Embedding a media buying function into our model adds a vital component for clients – it means they can take charge of the last step in delivering campaigns, and they can do that in real time with specialists that sit right next to them.
“Duncan lives and breathes media and programmatic, and he shares our vision of putting the power back into the hands of advertisers to understand what works, where their campaigns run and whether they’re actually seen. We’re looking forward to seeing what we can achieve together.”
Trigg added: “I’ve worked on all sides of advertising, including selling inventory and the marriage of the technology behind successful digital campaigns. I’ve seen first-hand the struggles clients face when it comes to transparency, especially when it comes to navigating the minefield of data provision and verification of delivery that programmatic now entails.
“Heading up Oliver Media gives me an opportunity to build a media buying division that truly joins the dots, planning and buying inventory, based on real-time data to create content that works, while sitting right next to the client.”
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