Infectious Media has penned a deal with Screen6 that will see the independent agency incorporate the latter’s cross-device ID software into its media trading platform Impression Desk. The partnership will aim to better hone its campaigns for clients, which include adidas, John Lewis and Shop Direct.
By incorporating the two technology platforms, Infectious Media’s clients will be able to build audience segments based on variables such as age, language, time of day or local weather patterns in any market they require, and then target their media buys accordingly.
Scaling audiences and ad buys in new regions requires an understanding of each market’s nuances, as well as deep expertise in technology and data, according to Dan de Sybel, Infectious Media, chief technology officer, whom also said the partnership was key to the agency’s international expansion plans across North America and Asia.
“Other cross-device ID solutions are restricted to wherever their public graphs’ have critical mass. Our partnership with Screen6 means we can deploy in any market after only a couple of weeks of launching a campaign. This is now a powerful differentiator for Infectious Media and something our clients will hugely benefit from,” he added.
David de Jong, Screen6, chief executive officer, also said: “A consumer’s digital activities can span multiple devices throughout the day, so it is important for advertisers to be able to identify cross-device behaviour, leading to more effective campaigns and ad buying.”
The announcement of the tie-up comes the same week as research from Zenith Optimedia suggests that media consumption on mobile devices will rise to account for 26% of all media consumption in 2019, up from 19% in 2016.
Advertisers have historically struggled to accurately target audiences across screens in environments outside of the 'walled garden' environments due to difficulties with audience matching driven by the increasing redundancy of cookies on mobile devices.