17 December 2024
Hamburg, 14. November 2024: smartclip, leading provider of adtech solutions across Europe, has introduced two new feature updates to its multi-layered identity management solution, the smart ID Hub. With these enhancements, publishers and broadcasters gain increased flexibility to finetune frequency capping and seamlessly onboard data sets via multiple IDs.
The smart ID Hub addresses the increasing challenges of signal loss and ID fragmentation in digital advertising by organising multiple identifiers into structured levels and hierarchies — rather than merging them and risking loss of scales. This approach allows for the flexible use of various ID types, ensuring reliable user identification, cross-device solutions, and improved campaign measurement. It provides broadcasters and publishers with effective tools to meet advertisers’ demand for precise targeting and measurement.
The newly introduced frequency capping feature for the smart ID Hub empowers publishers and broadcasters to tailor frequency management on their inventory to meet their specific needs and advertiser demands. The frequency of ad deliveries can be capped with a soft approach across multiple IDs and ID levels — user, user account, and household. In this case, multiple identifiers are leveraged and orchestrated in hierarchies. Publishers and broadcasters can also cap the frequency of ad deliveries based on particular ID types. This mode provides the opportunity to focus on selected ID types — such as household IDs — to further increase the quality of ad exposures.
Additionally, media owners are now able to onboard first-party data assets and valuable external data sources leveraging all IDs shared within an ad request. Through this new feature, publishers can seamlessly connect all incoming IDs with their targeting segments, ensuring efficient data integration. The intelligent ID recognition ensures the consideration of all connected targeting segments during the ad selection process.
Gloria Eichler, Chief Product Officer at smartclip, said:
“Media owners today face significant signal loss and ID fragmentation, all while working to meet rising advertiser demands for precision targeting — not to mention maintaining an ad experience that matches the premium quality of their content. We developed a solution that helps media owners overcome these challenges with our proprietary smart ID Hub.
Our latest features enable broadcasters and publishers to manage ad frequency, enhancing ad effectiveness by reducing overexposure, supporting sustainability goals by minimising ad waste, and protecting the viewing experience within premium content environments. Additionally, as media owners continue to face obstacles with external data sources, onboarding their valuable first-party data has never been more important. All in all, we are providing powerful tools to monetize at scale in today’s complex ID ecosystem.”
All smart ID Hub features are available for publishers and broadcasters managing their ad inventory on the smartx adserver.
About smartclip
smartclip is the adtech development unit of RTL Group — Europe’s leading free-to-air broadcaster group. Our proprietary advertising technology is custom-built for the needs of European broadcasters and publishers — enabling media owners to implement smarter monetisation strategies. We are committed to delivering the most innovative ad experiences spanning in-stream, out-stream, addressable TV, connected TV, audio, and gaming — ultimately empowering brands with true cross-screen storytelling opportunities on all devices.
Headquartered in Hamburg, smartclip has offices in Berlin, Munich, Düsseldorf, Cologne, Gütersloh, Amsterdam, and Paris. For more information: Please visit www.smartclip.tv and follow us on LinkedIn.
