Fiksu Unveils its New Self-Serve CTV Marketing platform
As connected TV (CTV) viewership continues to rise amid the lockdown, advertisers and adtech platforms are taking note. In a race to grab a larger share of the advertising pie, adtech solution providers have come up with new offerings and enhanced capabilities. Over the past few weeks, we’ve seen a number of adtech platforms announceOpens a new window new launches, partnerships, and features that are aimed at improving the deliverability, measurability, and accuracy of advertising in the CTV ecosystem.
Yesterday, Fiksu, the programmatic media buying platform, became the latest player to unveilOpens a new window its self-serve CTV marketing platform, BidMind. The new platform builds on Fiksu’s expertise in data-driven targeting and segmentation, allowing advertisers to serve ads more effectively in the CTV environment.
BidMind leverages Fiksu’s advanced algorithms to deliver a measurable, fraud-free, and brand safe advertising experience.
One of the key concerns for advertisers in the CTV environment has been measurability; Fiksu says BidMind’s advanced reporting feature will help advertisers understand how their campaigns are performing across multiple devices. The new platform has also been designed to combat ad fraud and uses Pixalate’s ad fraud intelligence capabilities to guarantee fraud-free supply chains from trusted content providers.
“Years ago Fiksu pioneered the mobile advertising landscape with its unique machine-learning algorithm. Today, BidMind pioneers the CTV environment with an even better approach – a combination of experience and innovation. We have enriched our team with data scientists, ad ops, developers, a sales team of industry veterans, this is how BidMind was born. Our goal is to spearhead the transition into the CTV environment through establishing meaningful connections between brands and their audiences,†says Anna Kuzmenko, COO at Fiksu.
Why Transparency Has Become the Holy Grail of CTV Advertising
Ironically, at a time when the CTV industry has witnessed rapid innovation in the way advertisers target consumers, there is also a growing concern around the trust deficit in advertising supply chains. With adtech getting more crowded, standards around transparency are yet to catch up.
According to Pixelate’s CTVOpens a new window Supply Chain Intelligence Report, global OTT/CTV ad volume grew by 66 percent in the first half of 2019, while CTV apps in the same period increased by 100 percent. However, a study by ISBA shows that approximately 15 percent of all ad spend is untraceable.
Also Read: 9 Essential Tips to Optimize Connected TV Advertising SpendsOpens a new window
Solutions like Fiksu’s BidMind are helping in bringing some transparency to what has long been a complex and opaque process. And transparency will likely continue to be a competitive differentiator for CTV platforms unless the industry embraces a common set of standards.