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Havas develops CTS transparent client facing programmatic solution
MUMBAI: Client Trading Solution (CTS) – a game-changing programmatic solution that gives clients complete visibility and control over their campaigns – has been launched by meta programmatic solutions pioneer Havas Group to act as a control tower, offering clients complete visibility across trading desks, DSPs and providers.
Clients can ensure the quality of their campaigns across their own objectives (visibility, fraud control, brand safety, trading practices, costs, spending, products, formats, channels, countries, etc). The platform delivers exceptional visibility of digital workflow at every stage of the campaign – programmatic media planning, partner negotiation, ad-serving, campaign setup, monitoring, optimisation and reporting – within a fully independent, technology agnostic ecosystem that is open to all partners. The innovative product was developed by award winning data scientists, MFG labs.
Havas group global managing director Dominique Delport said, “Client Trading Solution is a significant breakthrough. For the first time, we have an offer that gives clients full visibility and control. This innovative, platform gives brands full visibility on costs, investments, outcomes and ROI, across trading desks, DSPs, inventory, providers, marketplaces. Any advertiser using it can see exactly what’s behind all programmatic solutions, with complete transparency allowing us to work hand-in-hand with our clients to build the best strategies for their business.”
MFG Labs product manager Raphael Mirat said, “CTS complements Havas Group’s programmatic offer. It really shines when clients want both power and control, as it gives them unprecedented flexibility to allocate budget across DSPs and trading desks, without sacrificing anything on supervision and reporting. For the first time, clients have all their trading operations and related data in a single platform, secure and efficient, built on a dedicated infrastructure.”
Together with MFG Labs, Havas Group launched the industry’s very first Meta-DSP in 2014 and the Media Quality Barometer in 2015. CTS is the most advanced solution on the market allowing full programmatic transparency for clients. The platform has already been used successfully by Telefonica and has received endorsements from Telefonica, tech partners and leading industry bodies.
Client Trading Solution was developed by Havas Group’s leading tech and math entity MFG Labs. CTS is already being used by traders to manage campaigns for clients via one central, shared platform. Its rich product ecosystem already includes optional features such as Campaign Parameter Optimizers (powered by MFG Labs), DMP Capabilities and Inventory Quality Assessment (powered by Artemis Alliance, Havas Group’s data capacity) and Smart First-party Segments (powered by Constellation).
“MediaMath has applauded Havas’ continued commitment to programmatic innovation — CTS is an important and differentiated achievement that will deliver increased transparency, control and ROI to digital marketers.”, added MediaMath co-founder and head of key accounts Erich Wasserman.
Strategic Partnerships EMEA Doubleclick by Google director James van Thiel said, “Google is proud to be part of this initiative. With the integration of DBM into Havas’ Client Trading Solution, it is now much easier for us to collaborate together with both agencies and clients. This innovative solution delivers a more efficient and transparent way for the industry to focus on results.”
MAM
Hyphen launches sunscreen campaign featuring Kriti Sanon as SPF Police
Campaign drives SPF habit; Blinkit tie-up enables instant sunscreen delivery.
MUMBAI: No SPF, no mercy Kriti Sanon is out patrolling your skincare routine. Hyphen has rolled out a new campaign film starring its Co-Founder and Chief Customer Officer Kriti Sanon, who steps into a playful alter ego as the brand’s “SPF Police”, turning sunscreen reminders into a full-blown public service announcement with a wink. The campaign kicked off with a cheeky social media tease suggesting Sanon had “stepped down” from her role, sparking chatter online before the brand revealed the twist: she hasn’t gone anywhere, she has simply taken on an additional avatar, one dedicated to ensuring people do not skip sunscreen.
The film leans into humour to drive home a serious point. In a slice-of-life setting, Sanon intercepts a gym-goer about to step out without sunscreen, promptly handing over Hyphen’s ‘All I Need Sunscreen’, which arrives instantly via Blinkit. The message is clear: forgetting SPF is no longer a valid excuse when it can be delivered in minutes.
Beyond the laughs, the campaign taps into a well-known gap in everyday skincare habits. Sunscreen, despite being one of the most recommended steps, is often the most ignored. By gamifying the reminder through an “SPF Police” persona, Hyphen aims to turn a routine into a reflex.
The multi-stage rollout from intrigue-led teasers to the final film has been designed to spark conversation while embedding the brand into daily behaviour. It also spotlights Hyphen’s quick commerce partnership with Blinkit, positioning accessibility as a key enabler of consistency.
Sanon, who remains closely involved in product development and brand strategy, noted that the idea stemmed from a simple insight: skincare works best when it is easy, habitual and hard to ignore. The campaign reflects that philosophy equal parts science, storytelling and a nudge you cannot quite escape.
The film is now live across Hyphen and Blinkit’s digital platforms, with further activations expected to extend the campaign’s reach and perhaps keep the SPF Police on duty a little longer.
