Sizmek, the largest people-based creative optimization and data activation platform delivering impressions that inspire, today announced Cross-DSP Frequency Capping, the first iteration of their Cross Media Plan Optimization solution that enables agencies and advertisers to maintain ideal ad exposure for each user, across media plans.
Brands’ media plans contain several isolated IO plans and DSPs, and the data resulting from interactions between different technologies used by ad buyers fails to illustrate a holistic user-focused picture where frequency capping can be effective. 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%). 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.
“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,” said Robert Horler, former U.S. Chief Executive at Dentsu. “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.”
“The main problem our industry, and advertisers in particular, face today is that current tools only offer partial solutions to optimizing media campaigns,” said Mark Grether, Executive Chairman at Sizmek. “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.”
Sizmek Cross-DSP Frequency Capping is available globally through Sizmek’s network and integrated partners.
Sizmek creates impressions that inspire through its people-based creative optimization platform. In the digital world, creating impressions that inspire is vital to building meaningful, long-lasting relationships with your customers. Sizmek provides powerful, integrated solutions so creative and data work together, optimizing campaigns across all media. When your messages resonate, your impact amplifies, and your business reaches new heights. Sizmek operates its platform in more than 70 countries, with local offices providing award-winning service throughout North America, EMEA, LATAM, and APAC, and connecting more than 20,000 advertisers and 3,600 agencies to audiences around the world, serving over 2.3 trillion impressions each year.