MUMBAI: Digital agency Marmalade Digital has developed a digital platform called Demand Side Platform. This new platform offers transparent automated media buying across multiple sources in real-time.

Marmalade DSP is designed to be a media buying platform that offers value beyond impressions and clicks to its advertisers, the company said. It is programmed to learn on-the-go as to what performs best for the advertiser to help him earn every relevant impression for least possible cost to maximise performance. Adhering to IAB standards, the platform is built with a system audit that disbars all inventories that has adult content, negative incidences, sensitive topics or related to gambling.

Marmalade Digital founder and chief executive officer Hemant Kumar said, "Our goal is to be the digital partner, which provides smart media buying insights and optimisation to agencies, enabling them to focus more on client strategy, brand building and less on execution of media plan."

Through the platform, the advertiser will now be able to know what exactly in a campaign worked for it and how the performance can be improved as opposed to only knowing whether a campaign performed well or not.