LS Digital, an independent digital marketing transformation company in India, has recently introduced CoMMeT, a technology service aimed at simplifying the complexities brands and advertising agencies encounter in the media buying, optimization, and measurement stages of programmatic marketing. CoMMeT aims to centralize and streamline the intricate process of media buying by leveraging both third-party tools and proprietary marketing technologies developed by LS Digital. This innovative service incorporates cutting-edge solutions, such as API integrations with advertising technologies, artificial intelligence (AI), and sophisticated measurement tools, to deliver data-driven insights.

Following a series of successful pilot runs in various sectors, including Banking and Finance, Health and Nutrition, Education, Food and Beverage, Pharmaceuticals, Jewellery, Fitness Equipment, Apparel, and E-commerce, CoMMeT is poised to redefine programmatic marketing. LS Digital outlines several advantages of utilizing CoMMeT for advertisers and marketers: it offers a unified dashboard for media consolidation across platforms, eliminates duplicate reach over different channels, identifies relevant audience segments, and provides insights into the branding’s performance impact through real-time reporting and analysis.

Moreover, CoMMeT amalgamates media buying, creative optimization, and measurement, all enhanced by AI and technology, promising a transformation in ad campaign management, enhanced audience engagement, and increased marketing campaign efficiencies. The technology enables stakeholders to make data-informed decisions swiftly, courtesy of comprehensive data visualizations, Big Query tools, and instant reports on audience metrics, frequency, and performance.

LS Digital also emphasized that CoMMeT grants access to elite third-party data and employs Dynamic Creative Optimization (DCO) technology to automate ad customization, broadening consumer appeal. Maanesh Vasudeo, the Senior Vice President of Media Operations at LS Digital, highlighted CoMMeT’s role in unifying various digital marketing products to deliver top-tier marketing solutions and streamline the programmatic marketing adoption for brands. He noted that this centralized system would allow marketers to gain deep insights into their campaigns through access to ad exchanges, media measurement platforms, and advanced creative optimization technologies, enhancing campaign efficiency through unique features like deduplicated reach and multi-audience optimization.