Sizmek unveils revamped DSP

David Murphy
Grether: "Agencies want more control and efficiency"

Buy-side ad platform Sizmek has launched a revamped. AI-powered DSP (Demand-side Platform), with new screens and workflows designed to give added transparency, control, and efficiency.

In the past, the company says, advertisers and agencies have tended not to trust the black box approach that AI and machine learning seemed to be based on, and were wary of losing control over the decision-making process. Sizmek’s DSP enables buyers to retain full control over campaign execution and when to use AI (for instance whether to AI-optimize or manually allocate daily tactic budgets). The DSP designs data for discovery and provides transparency into key learnings with data-visualization reports that show how attributes contributed to campaign success over time. It offers clear insight into media, delivery, costs and campaign impact.

“The UI redesign was thoughtful, as all key features can be accessed quickly and let us edit and update specific items without additional clicks in sub-menus,” said Axel Jonuschies, managing partner, global trading - programmatic at GroupM. “The new UI gives us greater efficiencies, and reduces the frustration of a slow front-end; I’m sure it will be appreciated by all existing users of the Sizmek DSP."

Sizmek CEO Mark Grether said the company had listened to its clients feedback and worked with them to design the new DSP. “Agencies want more control and efficiency, and demand the offerings from technology partners strengthen their overall value proposition,” said Grether. “More than that, we often hear the misconception in our industry that AI can replace people. Our DSP and products are all about enabling our clients to make smarter decisions and differentiate themselves in the market. Our success is rooted in how we bring data, creative and media together, all powered by AI. The Sizmek DSP incorporates all of those offerings into one platform.”