Programmatic advertising has revolutionized digital marketing, accounting for over 90% of display ad spend in the United States. However, this rapid growth hasn’t come without challenges. Issues like ad fraud, placements next to inappropriate content, and lack of control over where ads appear have put many brands’ reputations at risk. To tackle these problems, Assembly, the media agency under the Stagwell Group, has introduced Assembly Control — a cutting-edge platform designed to change the way brands manage programmatic campaigns.
What Is Assembly Control?
Launched in July 2025, Assembly Control gives advertisers unprecedented control over their programmatic ad placements. Its core mission is to ensure ads appear in brand-safe environments aligned with company values, while also optimizing campaign performance.
The platform features:
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Proprietary inventory categorization to prioritize high-value, brand-safe placements.
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Customizable safety controls allowing advertisers to select risk levels.
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Advanced fraud detection technology blocking invalid traffic and fraudulent partners.
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Curated inclusion lists of trusted publishers.
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Machine learning-powered real-time campaign optimization.
Integrated with Assembly’s global operating system, STAGE, Assembly Control is built for rapid scalability with the goal of adoption by 75% of clients worldwide by the end of 2025.
Why Assembly Control Matters in Programmatic Advertising
The programmatic advertising market is enormous — valued at over $100 billion. Despite its size, challenges such as fraud and brand safety continue to plague advertisers. Assembly Control addresses these pain points, offering a solution that balances safety with performance, a combination highly sought after in today’s digital advertising landscape.
While competitors like The Trade Desk and Publicis Groupe offer similar solutions, Assembly’s proprietary, agency-driven approach offers a personalized touch that could attract advertisers seeking tailored campaign management.
Impact for Advertisers and Investors
For advertisers, Assembly Control means more reliable placements and better campaign ROI. For investors, although Stagwell is privately held, the platform’s success could influence publicly traded ad tech companies and even lead to acquisition interest from major players like Google or Meta.
