Creative optimization company, Tumri, announced in a release today what it calls a new cloud-based, “real-time marketing analytics solution” with the goal of simplifying “campaign launch and reduce time-to-value for the most common types of dynamic creative marketing campaigns.” Read the release.
AdExchanger discussed the announcement with Tumri CEO Calvin Lui.
AdExchanger.com: It would seem that Tumri could use these new tools to create its own demand-side platform. How much longer until you pull the trigger on the Tumri DSP?
CL: At a high level, Tumri’s mission is to provide marketers with a dynamic marketing platform that offers the following capabilities:
- Deeper marketing insights
- End-to-end, real-time decisioning
- Efficient execution
Today, Tumri is mainly known for our dynamic creative optimization technology. But we’ve also been asked to, and have delivered, media buying and optimization services for some of our clients. Media buying and optimization has not been our core competency, but for certain clients it is critical that we tightly integrate their media and creative optimization to accomplish their goals. So, we can offer a combined offering if an advertiser wants such an option.
In our view, though, a demand side platform (DSP) is just one of the components of the end-game in “next generation” display advertising. Current discussions about DSPs revolve mostly around data-driven, real-time access to media inventory via exchanges and real-time bidding (RTB) environments. In addition to exchange and RTB executions, however, we believe that the long term solution will continue to need a way to marry analytics and thought processes across contract media buys, too. Dynamic creative works across all media executions and is a critical part of the end-game, as well.
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