The technology of the adtech company adnomaly is now being used for campaigns via the demand-side platform The Trade Desk. The Düsseldorf-based company’s technical solution aims to prevent misconfigurations in purchasing tools for paid social and programmatic environments. Publicis Media stands out as a first mover, having insisted—after an extensive testing phase—that quality assurance for its programmatic campaigns should be conducted not only on existing platforms but also on The Trade Desk.
adnomaly detects anomalies in campaigns and sends alerts when, for example, an unusually high advertising budget is being spent. This can happen when ad account managers make punctuation errors—such as misplaced periods or commas—during the campaign setup on the demand-side platform (DSP). In extreme cases, €50,000 could unintentionally turn into €5 million, flowing unnoticed into the advertising ecosystem. Since 2021, the company has been protecting media budgets for agencies, brands, and freelancers. After its founding in Düsseldorf, adnomaly initially focused on the Meta DSP, followed by TikTok’s DSP and Google’s DV360.
Christian Waurich, Managing Director of Publicis Media
Publicis had already been using the tool for social networks and Google’s DSP. “As a result, additional Publicis-specific requirements emerged for the adnomaly technology, which were implemented very quickly at all times,” explains Christian Waurich, Managing Director of Publicis Media. Integrating The Trade Desk’s DSP was a prerequisite for the overarching partnership. Campaign setups outside of DV360 are significantly more complex, Waurich explains. “DV360 is largely YouTube-only or at least has an extremely strong YouTube focus—meaning just one inventory source and only Google’s own data. In TTD, the setups are much more diversified due to the variety of formats, channels, and external data sources used,” the agency expert continues.
Max von Weber, adnomaly
The team in Düsseldorf is excited about the endorsement from the originally French advertising giant. “The partnership with Publicis Media is a significant step for us,” says Max von Weber, founder and CEO of adnomaly. “We are proud to support Publicis Media in the future with our software for anomaly detection in campaign setups.” On the agency side, Christian Waurich is confident they have made the right choice. “With adnomaly, we have gained an innovative partner who helps us consistently and sustainably uphold our high standards for campaign quality.”
Adzine. “Adnomaly dockt mit Publicis an The Trade Desk an.” Adzine, December 2024, https://www.adzine.de/2024/12/adnomaly-dockt-mit-publicis-an-the-trade-desk-an/.