The new Data Hub can also utilize previous ad history, such as ads already viewed from a specific advertiser.
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Sizmek provides a Programmatic Creative ad serving solution, where ads are assembled on-the-fly so that their design and content can be better tailored to specific audiences.
This week, the Austin, Texas-based company is launching a new Data Hub that integrates with data management platforms (DMPs) for the first time.
This means that Sizmek customers can now target these dynamically-assembled ads by DMP-delivered audience segments, which can be enhanced by previous ad history.
A segment of users who have previously visited sports content or sites, for instance, might be shown a different ad from a maker of trucks if they’ve been previously served an ad from that manufacturer, possibly creating a story sequence of several ads. Both the DMP-based audience segment and the use of ad history are new to Sizmek.
[Read the full article on MarTech Today.]
About The Author
Barry Levine covers marketing technology for Third Door Media. Previously, he covered this space as a Senior Writer for VentureBeat, and he has written about these and other tech subjects for such publications as CMSWire and NewsFactor. He founded and led the web site/unit at PBS station Thirteen/WNET; worked as an online Senior Producer/writer for Viacom; created a successful interactive game, PLAY IT BY EAR: The First CD Game; founded and led an independent film showcase, CENTER SCREEN, based at Harvard and M.I.T.; and served over five years as a consultant to the M.I.T. Media Lab. You can find him at LinkedIn, and on Twitter at xBarryLevine.