Sizmek Inc., the world’s largest independent buy-side advertising platform will now offer full transparency across its AI-enabled platform. The decision is designed to empower and differentiate agencies and advertisers with increased visibility, control and performance over their media planning and buying.
To help agencies and advertisers gain a clearer understanding of AI-driven campaign performance and cost, Sizmek is offering transparent pricing across its media, creative, data, technology, and service related costs, a move the company hopes will set a new standard in an industry often criticized for its hidden pricing and selective access to campaign insights.
In the past, agencies and advertisers were forced to make difficult trade-offs between transparency, control and performance. Concerns about limited visibility into campaign pricing and ease of data access were cast aside in favor of the enhanced performance automated solutions afforded. Agencies either chose working with non-transparent providers who delivered impressive results or working with more transparent providers offering lesser results.
By combining Sizmek’s powerful AI-enabled media recommendations with greater control and transparency, agencies and advertisers no longer need to compromise campaign performance for visibility into true campaign cost.
Mark Grether, CEO of Sizmek, said: “The industry has spoken and Sizmek has listened and reacted. Agencies and advertisers are demanding greater visibility and control. They want their partners to move away from black box practices which hide true campaign costs and weaken confidence that media investments impact results. There’s no question that agencies and advertisers value AI-driven insights, but they want full visibility in the process. That’s why we’ve decided to lead the industry with AI-powered recommendations for traders and AI-powered optimization across the entire media plan offered with full transparency.”
A recent study from the World Federation of Advertisers (WFA) found that 90% of advertisers review programmatic ad contracts specifically looking for providers who offer greater transparency. The study further revealed by offering greater transparency into the fully loaded cost of a media plan, agencies felt they could better evaluate and communicate ROI to their clients.
Andrew Casale, President & CEO at Index Exchange, added: “With an increased emphasis on trust and transparency in our industry, having a clear view into overall costs drives confidence and demand. Every piece of the ecosystem has a role to play in ensuring transparency is the standard, and we’re proud to partner with Sizmek to help raise the programmatic bar together.”
“Everything we do as an ad tech company and collectively as an industry should be about achieving optimum results for advertisers and media agencies,” stated David Gosen, General Manager of EMEA. “There’s no point having access to all this data if we don’t share the knowledge and insights that will provide better understanding of the customer journey, improved performance, higher audience engagement and ROI. Total transparency is the answer and at Sizmek we’re taking bold steps to deliver this, empowering our clients with the visibility and control they need for success.”
It’s never been easy for agencies and advertisers to strike the right balance between the control they need, knowing what their true costs are, and getting big results. Sizmek is changing that—they’re making it easier for agencies to understand, use and benefit from AI to make better, more informed media decisions.
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