Havas Media Group India has announced the launch of Converged – an identity-based planning and buying platform that aims to keep the audience and consumer behaviour at the centre of the media process.
Converged has been launched keeping in mind a cookieless future and an increased focus on data privacy.
According to a statement, Converged enables the creation of addressable audience segments based on first, second or third party data and helps in generating audience insights. It can integrate disparate data sources from client's homegrown tech stacks into a single, easy-to-use system making that data available and accessible for media executions.
Havas India has collaborated with Eyeota, a data partner to global enterprises, and is planning on working with additional data providers to bring in further depth and insights.
Mohit Joshi, CEO, Havas Media Group India, said, “Volatility and change are the new normal, at least for the next few years, and to make sure we are able to seamlessly navigate these uncertainties, we need to be future-ready. Converged is our solution for brands to continue to serve meaningful content to consumers throughout the customer journey and enable them to measure success against all metrics. The fundamental goal of this collaborative approach is to ensure that both the agency and client work in a data driven culture, where data sits at the heart of strategic and investment decision making.”
Rohan Chincholi, head – digital services, India, Havas Media, said, “Leveraging Converged to help generate consumer insights and reach them throughout their journey has proven to be of great value to our clients. We’re excited to continue to launch with new clients and additional data sources to drive even more meaningful media experiences for consumers.”
