ENGINE Rebrands as Big Village in Bid to Eliminate Silos in AdTech
The global advertising, technology, and data company ENGINE announced today that it has rebranded as Big Village in the U.S., Europe, and Australia. The company says the name reflects a renewed mission to eliminate siloed ways of industry thinking and reimagine what it means to be an integrated solutions firm in the current market. With this new rebrand, Big Village is bringing a full range of services under one roof, including adtech, media, insights, and creative experts.
Silos in adtech are nothing new, and the challenges they present have been well established. A number of adtech firms and media agencies have tried to fix the problem by partnering on initiatives over the last couple of years, but those partnerships still typically require brands to work with multiple solutions providers and integrate data into disconnected platforms. The end result is brands becoming frustrated with the limitations of even the most advanced adtech and martech tools, along with limitations in the way organizations take advantage of sophisticated solutions like end-to-end programmatic, audience targeting, and contextual messaging.
Can Big Village break down the barriers once and for all?
That’s the hope of Kasha Cacy, who’s served as Global Chief Executive Officer at ENGINE since 2018. As she moves into the same role at Big Village, Cacy says she’s on a mission to eliminate siloed ways of industry thinking by uniting advertising, media, technology, insights, and creative experts under one roof.
“The rebrand provides us with opportunities to fuse silos and bring about the best, and most integrated, problem solves for our clients. We truly believe our different perspectives is our difference,” Cacy says. “We aim to be seen as the roadmap for the future of the advertising industry, and with that, fully embody what it means to be an integrated solutions company.”
Despite the new name, many of the services Big Village offers will be similar to those previously provided by ENGINE. That includes end-to-end programmatic technology, an SSP, data platform and media trading desk, and a full creative shop with experience in social, digital, and traditional channels. Big Village is also providing clients with media experts trained to combine attitudinal consumer insights, audience targeting, media activation, and measurement.
For an agency to offer those solutions isn’t necessarily new, but Cacy sees Big Village’s differentiator as its ability to merge talent across different groups to help clients think more holistically about their strategies. Big Village’s ability to leverage strategic insights and behavioral data to show clients who they should target is another way the company plans to set itself apart within the broader adtech space.
“We’re at this very unique inflection point in the industry where — simply put — we can no longer afford to operate in silos,” Cacy says. “Today’s advertising challenges are too complicated. What we are doing at Big Village is paving the way forward for what it means to be a true, integrated solutions company.”
Going forward, Cacy says Big Village will also be partnering with outside technology solution companies on projects that enable its products to “dive even deeper into the types of results they’re able to generate.” For example, EMX by Big Village [the company’s end-to-end programmatic technology group] is partnering with Audigent, a data activation and identity company, to expand the first-party data capabilities of its Data Connected Marketplace.
“The beauty of the Big Village is that we are constantly looking to improve our offerings, our talent, and reach,” says Cacy, “And we’re doing it all under one roof.”
Stephanie Miles is a senior editor at Street Fight.