Sizmek to reduce ‘overcooking’ ad campaigns with frequency caps

Data management platform Sizmek has introduced a new tool to reduce the advertising expenditure “wastage” of when users are shown the same display ad over and over again

The ad tech firm has created a ‘frequency capping solution’ to allow advertisers and agencies to reduce fragmented media buys and prevent multiple demand-side platforms serving the same ads repeatedly to a user.

Currently advertisers tend to use multiple DSPs, data management platforms and ad servers to release and manage a campaign. However, this can lead to badly-targeted ads and repeated servings, which can “annoy” users, the company said.

Sizmek’s ‘frequency capping’ will be used on the company’s bidding data hub to manage ad clicks, ad views and impressions – and thereby prevent a brand buying the same user multiple times and wasting ad spend.

Although Sizmek currently works with most third-party DSPs, the company is understood to be in talks to integrate DSPs with its frequency capping solution.

Explaining the tool’s conception, a Sizmek spokesman said: “In short, it’s about helping the advertiser to achieve optimal frequency, and ensuring the ad experience is not harmful. With the explosion in tech platforms that can buy media impressions, and getting a more precise targeting strategy in place that doesn’t overcook the ad campaign.”

The tool has been released globally and will be available across Sizmek’s APAC markets including Singapore, Thailand, India, China and Japan. The company currently employs 60 people across the APAC region under the leadership of Xaxis Australia founder Kees de Jong.

Sizmek APAC regional GM Kees de Jong

Sizmek’s executive chairman Mark Grether said: “The main problem our industry, and advertisers in particular, face today is that current tools only offer partial solutions to optimising media campaigns.

“Data management platforms 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. Cross-DSP frequency capping evolves how the market addresses this challenge, and helps advertisers maximise their return on ad spend, while enhancing customer experience.”


Get the latest media and marketing industry news (and views) direct to your inbox.

Sign up to the free Mumbrella Asia newsletter now.



Sign up to our free daily update to get the latest in media and marketing