Sizmek (NASDAQ: SZMK), the open ad management company for advertisers, agencies and publishers worldwide, today announced the availability of seamlessly integrated advanced attribution that will enable marketers to determine true incremental value across all media investments. Built on Abakus Attribution technology, within the Sizmek MDX ad management platform, marketers will benefit from an intuitive dashboard that provides actionable recommendations for media optimization.
“Marketers want to understand the bigger picture and the relative role that each channel plays in driving awareness and sales. It is clear that the ‘last touch’ attribution model is neither accurate nor effective,” said Ricky Liversidge, CMO and Head of Product at Sizmek. “We wanted to deliver a transparent attribution solution that would provide marketers with a more accurate picture of their marketing investment in a simple dashboard that does not require a team of data scientists to set-up and decipher.”
Sizmek clients are able to quickly take advantage of the platform’s unique cross channel analytics capabilities. Advanced data attributes such as Sizmek’s viewability and engagement metrics are incorporated into the analysis and used to derive deeper insights. Marketers can consider the impact of engagement metrics in the marketing funnel and use viewable impression data for a more accurate understanding of media exposure. The solution requires no implementation of 3rd party pixels and is completely free of discrepancies. Until now, the complexity and cost of algorithmic attribution modeling has limited adoption to a small number of advertisers and agencies. With this integration, Sizmek is first in market to deliver attribution that works, at an affordable price – effectively “democratizing” best-in-market Advanced Attribution.
Unlike single event or multi-touch rules-based models that result in the arbitrary reallocation of credit and substandard media optimization, the Abakus technology leverages a unique and patented game theory methodology that calculates the incremental value of every online marketing event. This is done by computing the marginal value of every individual touchpoint relative to all combinations and orderings of the marketing elements being attributed.
“We have developed the Abakus Platform to use cooperative game theory to provide the most accurate attribution possible, by evaluating the true incremental value of all media elements in a marketing campaign,” said Alex Saldanha, CEO of Abakus. “The deep integration with Sizmek streamlines advertisers’ ability to quickly access actionable insights that help optimize their campaign performance holistically and at multiple levels of granularity of the media elements.”
The advanced attribution dashboard will be available within the Sizmek MDX platform in December 2014.
Sizmek Inc. (NASDAQ: SZMK) fuels digital advertising campaigns for advertisers, agencies and publishers around the world with cutting-edge technology to engage audiences across any screen. For the last 15 years, the open ad management business that is now Sizmek has proudly pioneered industry firsts in digital, including rich media, video and online targeted advertising across channels. Sizmek’s open ad management stack, Sizmek MDX, delivers the most creative and impactful multiscreen digital campaigns, across mobile, display, rich media, video and social, all powered by an unrivaled data platform. With New York City as a center of operations, Sizmek connects over 13,000 advertisers and over 5,000 agencies to audiences, serving more than 1.5 trillion impressions a year. Sizmek operates on the ground in 48 countries with a team of over 850 employees. For more information visit www.sizmek.com
Abakus is a marketing attribution and optimization company. Abakus provides easy to use and powerful software built on game-theory that explains what marketing activity is driving sales, and why. Brands and advertising agencies leverage actionable recommendations, delivered in real-time, to increase sales and efficiency. Abakus is headquartered in Emeryville, CA. To learn more visit www.abakus.me.