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. At last week’s Digiday Programmatic Marketing Summit, PMG’s head of programmatic Doug Paladino said the priority is to demonstrate clear fee reductions and performance improvements before opening access more widely available next year.
“We’re A/B testing now, making sure it’s driving better performance for them [the three clients],” said Paladino.
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