Digital advertising campaign technology specialist Sizmek has confirmed the availability of Sizmek Audience Suite, a tool that provides marketers with an integrated view of campaign performance measurements within the Sizmek MDX open ad management platform together with data from either of two leading measurement sources, comScore vCE or Nielsen Online Campaign Ratings. Sizmek is now making this data available with an integrated view of multi-channel campaign performance.
The GRP (gross ratings point) metric has underpinned television audience measurement for decades, and it provides online marketers with a valuable understanding of reach and frequency. Audience Suite overlays GRP data from either comScore vCE or Nielsen Online Campaign Ratings together with Sizmek’s MRC-accredited performance metrics including video completions, brand safety measures, and conversion data.
“Marketers are seeking a common currency by which they can measure campaigns. By integrating the GRP measurements of either comScore or Nielsen alongside other Sizmek performance metrics, digital marketers can now compare channels and results seamlessly,” said Andrew Bloom,Senior Vice President of Strategic Business Development at Sizmek. “This ability to easily merge demographic and ad server performance metrics such as video completion rate will be an enormous advantage for our platform users.”