Our top 5 priorities for Q4 2024

With major product releases, ground-breaking collaborations, and international expansion, 2024 has been a year of many wins for smartclip. But there is still a lot more to come, as we head into the final quarter of the year.

Here are our top five priorities for Q4 2024:

1. Expanding Our smart ID Hub Solution

Identity is one of the major topics in our industry today. Although Google shook the industry with their decision to keep supporting third-party cookies, alternative privacy-safe solutions are still highly important in solving the overarching challenge of signal loss and how we identify internet users. 

In Q4, we will expand the smart ID Hub — our solution to the issue of ID fragmentation. Within the smart ID Hub, we are creating an entirely new logic for managing IDs for the internet. First, we define seven different hierarchies of ID types, which can be logically differentiated for ad server decisions. Each ID works differently, so, our clients can differentiate campaign settings based on the type of ID, which will then determine how the ad server behaves. The concept of having a logical differentiation between IDs is completely new, and having an ad server that can support this concept is the true revolution. 

We will also address the challenge of enabling frequency capping without traditional identifiers like third-party cookies. One of the internet’s major sustainability issues is frequency wastage — showing ads repeatedly to users who have already seen them, which wastes energy and resources. Our ID concept will enhance ad decisioning and provide clients with better frequency control tools, directly tackling this problem.

2. Major Advances in Measurement & Reporting

We recently launched a new reporting UI that enables campaign managers to support campaign workflows more efficiently. Beyond optimising the user experience, we will integrate BEE reporting data from Realytics into the smartx platform in Q4. This will enable users to consolidate — and deduplicate — reporting and analytics across multiple TV distribution channels, showing both the reach in each channel and the overlap between them. Remarkably, this also includes linear TV. The platform will not only display impressions and reach figures but will also differentiate them by channel — a notable innovation in our industry.

3. Introducing SSP Orchestration

Although SSP orchestration typically increases the number of ad requests significantly, which can raise sustainability concerns, we understand the need for this product. Our industry is evolving and this often comes with certain complexities. Broadcasters, Connected TV platforms, and streamers are seeking to work with more SSPs to access international budgets and generate more ad revenue. 

By integrating an SSP orchestration solution directly into the smartx platform, with the built-in efficiency features of smartx, we ensure broadcasters and publishers can access unique demand and capitalise on every opportunity through a unified auction. As our solution centralises the ad decision on smartx, broadcasters and publishers maintain full control of their monetisation strategy.

4. Next-Level Collaboration with ProSieben’s Virtual Minds

A lot has happened since we announced the collaboration between RTL Deutschland ProSiebenSat.1 to create a holistic video advertising and technology solution that merges the worlds of linear TV and digital TV. We recently outlined the vision for this project and will share more details about our first integrations soon.

5. Expanding into the French Market

Our team in France is growing to better serve local broadcasters and publishers. We’re not just strengthening our presence in the French market but also enhancing our adtech stack with features tailored to meet the unique needs of French broadcasters and publishers. With a highly experienced team now in Paris, we are taking a significant step towards realising our ambitions in the region and will continue to cover more grounds there in Q4.

With the passion that drives our team, we’re optimistic about what’s to come. 

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