SOURCE: Digilant


September 12, 2012 09:00 ET

Digilant Selected by Underscore Marketing to Provide Increased Media-Buying Transparency

Leading Marketing Technology Company's Self-Service Platform Chosen by Cross-Platform Marketing Agency

BOSTON, MA--(Marketwire - Sep 12, 2012) - Digilant™, a leading independent marketing technology company, today announced that it was selected by Underscore Marketing, LLC, for its self-service media-buying technology. After an extensive vendor review process of more than a dozen competitors conducted by independent consultant and 20-year media veteran Matt Prohaska of Matt Prohaska Consulting, LLC, Digilant was chosen as the primary provider of media trading and targeting services. Prohaska and Underscore singled out Digilant for its exceptional transparency features and self-service capabilities. With Digilant's technology in place, Underscore's clients will benefit by being able to easily audit their media spending.

"Our search for a trading desk partner was thorough, as we wanted to ensure we provided our clients with transparency concerning costs and data collection practices," said Tom Hespos, founder and chief media officer of Underscore Marketing. "Digilant not only allows us to 'pull back the curtain' for our clients but the platform is dynamic enough to micro-target audiences that are specific to the wide range of accounts that we service -- including healthcare, consumer and B2B brands."

After keeping an eye on growing trends within the digital advertising industry, it became clear to Underscore that they needed to invest in media-buying technology that enabled data-driven real-time bidding on ad exchanges, while maintaining transparency for advertisers. After a five week request for proposal, Digilant emerged as being able to provide the most transparent solution on the market.

"Transparency was one of the leading variables we were seeking and we looked at several great companies during our comprehensive search," said Prohaska. "Digilant really went the extra mile to deliver top-notch customer service and provide a sophisticated look into their solid platform, making it the best choice for Underscore."

Underscore's priorities echo an industry-wide demand for transparency which recently came to a head when the Association of National Advertisers made a statement urging marketers to demand media-buying transparency. The statement was made after a study found that nearly one-third of U.S. marketers are aware of rebates and incentive payments from media companies to agencies that may not be reimbursed to the advertiser. Foreseeing the trend, Digilant created a fully auditable software system that allows customers to audit trading desks ensuring 100% transparency.

"It's unthinkable that agencies are still trading behind closed doors," said Edward Montes, CEO of Digilant. "In this rapidly growing industry, we know that an increasing amount of companies will be demanding media-trading transparency. Our innovative technology will allow Underscore to maximize their media investments while keeping their clients' best interests in mind."

Digilant combines deep marketing expertise with data derived from proprietary technology to provide clients with a uniquely informed strategic vantage point, as well as the tools to plan, execute, measure and optimize digital advertising campaigns. Underscore will be using the system first as a managed platform but plans to transition to the self-service solution after their campaigns are up and running successfully. Digilant boasts a 94% customer renewal rate; offices in six countries; highly sophisticated patent pending technology and a completely client-focused team.

About Digilant

Digilant is an independent marketing technology company that provides marketers with a platform to support the entire media buy -- from planning through execution, measurement and optimization -- with ultimate precision and transparency. Originally launched as Adnetik in 2009, Digilant is headquartered in the United States, with offices in Brazil, Mexico, the Netherlands, Spain and the United Kingdom. Digilant provides brand marketers and agencies with tools to achieve their goals, including brand-building, customer engagement, product introductions, competitive differentiation, direct response and demand generation. Digilant products are available as managed services or through a self-service interface. For more information, visit

Contact Information

  • Media contact:
    Laura Christo
    451 Marketing
    Email Contact