The7Stars unveils 'game-changing' programmatic tool

Independent media agency the7stars has launched what it claims is the UK’s first fully managed, transparent, programmatic omnichannel trading model, with clients Sofology, Avanti, and Sandals already witnessing “game-changing results”.

Designed to bring disruption and change to the marketplace, Prospero consolidates all programmatic supply, both inventory and data, into a single platform, while giving visibility and control across the entire programmatic ecosystem, both demand and supply side. It also has a focus on premium publisher and privacy first data.

The7stars claims that by breaking down the programmatic supply chain and enabling the optimisation of each stage, Prospero can reduce the proportion of a brand’s media budget being spent on technology, data, and management fees that are not adding incremental value to media campaigns.

As a result, a greater portion of the media budget is invested with premium publishers, leading to better results for brands, the agency insists.

Launch clients have seen, on average, an increase in working media spend of 20-25% compared to the latest ISBA/PwC benchmarks.

Powered by Hawk’s omni-channel technology, Prospero delivers inventory across connected TV, digital out-of-home, digital audio, digital video, digital display, and in-game.

The7stars digital lead Rhys Williams said: “Many advertisers are rightly concerned about the state of transparency in the programmatic supply chain. Whilst the latest UK ISBA/PwC study showed some progress has been made, it was telling to see that still just 65p in every pound spent on programmatic actually ends up being spent on working media.

“Prospero aims to provide advertisers with insights and confidence to make informed decisions over supply path optimisation. Understanding fee structures is essential when it comes to measuring campaign effectiveness and optimising strategies.”