Active Agent Overview
What is Active Agent?
Active Agent is a demand-side platform (DSP) that provides marketers with direct access to Ad Exchanges and supply-side platforms (SSPs). It automates relationships and workflows for shopping, planning, and optimizing media across channels like addressable TV, digital audio, and digital out-of-home (DOOH), aiming to eliminate media wastage. The platform offers various bid strategies including bid factoring, dynamic buying, and pacing, along with tools for precise target audience definition. This enables efficient and automated media buying at scale.
Who it's for:
Active Agent is suited for marketers, agencies, and media buyers who need a DSP for automated, direct access to premium inventory across emerging and traditional digital channels like TV, audio, and DOOH.
Our verdict:
Active Agent is a competent DSP that effectively automates key buying processes and offers strategic flexibility, making it a practical choice for advertisers looking to streamline programmatic purchases across a diverse media landscape.
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