NEWS1 September 2017

SSI and DMAi launch ad optimisation solution

Media News North America Technology

US – Survey data and technology provider SSI has partnered with technology company DMA Institute to launch Campaign Optimizer, an ad viewability validation and measurement solution.

Viewability crop

Campaign Optimizer validates and measures ad viewability and provides connection with panel member consumers about their recall. This allows for measurement of follow-up actions such as store visitation or product purchase and to redirect campaign investments based on feedback.

“Campaign Optimizer addresses the three pillars of online media accountability: viewability, reach and impact,” said Bob Fawson, chief product officer at SSI.  

“Through our partnership with DMAi, SSI is measuring how long the ad was actually in the visible browser window, what device the exposure was on, how long the person has been exposed and how many times they’ve been exposed to the ad.  

"The Campaign Optimizer then matches the panellist cookies with the advertising tag (tracking pixel information) in order to connect the panellist to the ad(s) they have been exposed to cross device.  This is also possible in-app within select countries.”

The product is available in 40 countries.