Sabio, the mobile data-powered CTV platform, has announced the launch of its Universal Frequency Pixel (UFP) to address problems like cross-platform transparency in the advertising industry. The UFP is currently being leveraged by global brands and gives advertisers the ability to control ad exposure across mobile and CTV publishers.
“Sabio is centered around bridging the gap between mobile and TV,” said Joao Machado, Senior Vice President Marketing at Sabio Inc. “We work to build solutions that answer real issues facing clients across the platforms, and help advertisers ensure their efforts are working together in lockstep.”
Sabio’s UFP is refreshed hourly, giving advertisers near real-time decision-making insight into frequency of ad exposure, thus reducing duplication, over-saturation, and potential consumer frustration, which has recently been exposed as a major pain point for the industry. The tool also helps partners avoid duplicated reach, ultimately serving impressions where they will have the most impact and thus preserving brand reputation and valuable ad dollars.
“CTV is becoming a more important platform for us yet the issue of duplication and wasted ad dollars present a problem, said Scott Bishoff, SVP Digitas North America.” Having a comprehensive solution like Sabio’s Universal Frequency Pixel creates the opportunity for more effective campaign management.”
“As an agency we are always looking for ways to control duplication and eliminate wasted ad dollars on behalf of our clients. We are very interested in testing a solution like a frequency pixel to help provide additional insight and control for our buys, said Autumn White, EVP, Managing partner at Horizon.”
The implementation of the UFP only requires a 1×1 and can be in java script or image. The UFP is completely customizable – the rate can be 10 per day or 1 per month. It captures the ad exposure and passes the device ID back to Sabio. At that point, Sabio will remove the ID from the campaign delivery during the time frame outlined in the beginning. “The simplicity of UFP gives advertisers a 360 degree view of what’s working, what’s not, and the option to adjust mid-campaign rather than having to wait until the numbers come in,” added Machado.