Sizmek's update enhances mobile programmatic offering

Sizmek has announced plans to embed Peer39, a pre-bid data provider for programmatic buying, into mobile programmatic ad platform 'StrikeAd', giving marketers increased access to web and mobile app data. While mobile ad spending is projected to be worth $100bn this year, the new update means ad companies will be able to improve audience targeting leading to reduced wastage, lowering costs for advertisers. StrikeAd will also now offer anti-fraud measures by including an offering for Uncertified Apps, allowing marketers to serve their ads directly to apps supported by Google Play and Apple Stores.

Sizmek, the open ad management company for multiscreen campaigns, today announced that clients can now access Peer39’s proprietary page-and app-level intelligence on StrikeAd, its mobile-first programmatic media solution.

Peer39 by Sizmek, the industry’s largest pre-bid data provider for programmatic buying, is now embedded into its mobile programmatic advertising platform, StrikeAd.

The announcement means that brand advertisers and trading desks now have access to enhanced web and mobile app data to improve audience targeting and deliver more relevant ads.

The company said the integration of its two advertising technology platforms ensures media buyers can deliver brand-safe, high quality placements for their programmatic mobile web and app ads, with greater relevance, reduced wastage and at scale. StrikeAd, bought by Sizmek last year, processes more than 100 billion ad requests daily.

Mobile ad spending is expected to reach $100 billion in 2016, and the rise in spend can make mobile ad fraud lucrative to bad actors. To combat this, StrikeAd is now pre-equipped with anti-fraud measures including a new offering for Uncertified Apps.

By targeting away from this category, marketers will avoid serving ads into the approximately 10 percent of total apps that are not certified by the Google Play or Apple Stores, contributing to a high incidence of fraud.

“Audiences are shifting to mobile with increasing frequency, so we’re always looking for tools that will enable us to execute our mobile programmatic ad buys with heightened targeting capabilities and decreased waste,” said Marco Rigon, global head of Mobext, mobile agency of Havas Group.

“Peer39 is a proven leader in contextual categorization, brand safety and fraud detection. Now that it is available through StrikeAd, marketers have yet another assurance that audiences are seeing relevant ads, and that those ads are being seen next to quality content.”

Peer39 ensures that marketers can efficiently purchase inventory across a deep taxonomy of vertical-specific categories, including industries such as travel, auto, apparel and retail. Peer39 also has one of the most robust app targeting solutions on the market, which organises inventory by app category, age advisory rating, app popularity, user ratings, language and more, to ensure that brands are providing a high value exchange with consumers.

When brands have a deeper understanding of context, from an individual user’s preferences to the environment where they consume information, it fuels more relevant experiences and the ability for advertisers to foster deeper relationships with important audiences.

“Consumers increasingly toggle between app and mobile web experiences, and StrikeAd’s clients want to be sure they can provide relevant, brand safe ad experiences within high-quality content that will engage consumers in both spheres,” said Mike Caprio, global VP and GM of programmatic at Sizmek.

“We are excited to roll out the most robust pre-bid contextual data offering in the market for our clients with Peer39, and having StrikeAd become the first mobile-only DSP shows our commitment to improving targeting and safety for mobile first buyers.”