Mediaocean Adds Agents for 'Connected' Advertising

Omnichannel ad group Mediaocean has unveiled NIVO AI, a suite of agents building on the Orchestrator 'superagent' launched by its subsidiary Innovid last year, and bringing together intelligence, orchestration and execution to promise 'a more connected way of running advertising'.

Innovid is the digital measurement specialist within Mediaocean. Orchestrator was launched in November, and acts as a connective layer across systems for media, planning, billing, CRM, data and analytics, bringing together human input, proprietary data, and external agents to create 'a fully interoperable, intelligent workflow.' NIVO supplements this with specialized agents automating core tasks within the process - executing across creative, delivery, measurement and optimisation. Mediaocean says the combination has delivered workflow efficiency gains of up to 90% compared to manual campaign setup, in pilot programs with a number of brand and agency clients.

The firm says the new combination allows campaigns to go live 'in minutes,' with briefs, emails and spreadsheets automatically transformed into ready-to-run execution. NIVO also enables teams to anticipate performance before budgets are spent and continuously optimise campaigns in-flight.

The suite now includes two Creative agents - Creative Generator and Predictive Scoring; four delivery agents - Campaign Trafficking, Campaign QA, Decisioning and Taxonomy; two measurement agents - Reporting and Creative Insights; and two optimise agents for in-flight adjustment - Creative Optimizer and Reach and Frequency.

Zvika Netter, who is now Chief Innovation Officer of Mediaocean as well as CEO of Innovid, comments, 'NIVO thinks, Orchestrator connects, and Agents act. The result is a virtuous cycle where campaigns launch faster, adapt in real time, and improve continuously.'

Web site: www.innovid.com/nivo .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.