Native & Programmatic Advertising

Sizmek Unveils Server-Level Cross-DSP Frequency Capping to Address Cross Media Plan Optimization

Marketers are increasingly focusing at delivering impressions that inspire customers to engage and buy. Impressions are vital to building meaningful, long-lasting relationships with your customers. To help marketers achieve this, Sizmek has announced Cross-DSP Frequency Capping, the first iteration of their Cross Media Plan Optimization solution. The latest solution by the largest people-based creative optimization and data activation platform would enable agencies and advertisers to maintain ideal ad exposure for each user, across media plans.

Currently, Sizmek Cross-DSP Frequency Capping is available globally through Sizmek’s network and integrated partners.

Brands’ media plans contain several isolated IO plans and DSPs. Their data resulting from interactions between different technologies used by ad buyers fail to illustrate a holistic user-focused picture where frequency capping can be effective.

CMOs are Focus on Developing Precise Reach and Targeting Strategies

Dr. Mark Grether

Dr. Mark Grether, Executive Chairman at Sizmek, said, “The main problem our industry, and advertisers in particular, face today is that current tools only offer partial solutions to optimizing media campaigns. DMPs mostly integrate with DSPs one at a time, missing the connection between pre-bid inventory filtering and post-bid engagement as well as lacking access to campaign performance data. Also, Meta DSPs, as part of their core DNA, are not connected with the entire ecosystem. Cross-DSP Frequency Capping evolves how the market addresses this challenge, and helps advertisers maximize their return on ad spend, while enhancing customer experience.”

According to a 2016 report from Forrester on attribution, decision makers are driven by the need for a more precise reach strategy (75%), more effective targeting (71%), and adjusting media spend across channels (67%).

Sizmek

As an independent ad server, Sizmek is uniquely positioned to alleviate wasted ad spend and delivery inefficiencies—particularly as it can serve as the central hub for pre- and post-bid data aggregation. As a result, ad buyers using Sizmek can successfully manage frequency capping across their entire media plan based on creative engagement data found only at the server level, including ad clicks, ad views and impressions.

The Cross-DSP Frequency Capping solution showcases Sizmek’s commitment to reduce fragmented media buys, and offers a first step for advertisers to optimize campaigns across multiple IOs and DSPs. This provides advertisers with the ability to engage relevant and interested users across their entire media plan, ensuring ad spend is utilized efficiently. Furthermore, Sizmek’s Cross-DSP Frequency Capping solution ensures ad buyers have the tools they need to effectively manage budgets through the use of timely engagement data including flexible viewability measurements, completion of video, and converted users.

Frequency Capping is the Basis for Establishing Real Optimization

Robert Horler, former US Chief Executive at Dentsu, said, “With Sizmek’s Cross-DSP Frequency Capping tool, we’ll be able to deliver campaigns to the right people, determine which are most effective, and redirect our advertising dollars to increase ROI and improve brand engagement.  Especially when Frequency Capping is the basis for establishing real optimization against user engagement within a media plan, industry leaders need to be able to recognize the same users across different platforms—this ensures we aren’t wasting our clients’ ad spend by buying the same user multiple times, which also creates an annoying customer experience.”

Currently, Sizmek creates impressions that inspire through its people-based creative optimization platform. Sizmek provides powerful, integrated solutions so creative and data work together, optimizing campaigns across all media.

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