According to Alexa, Austin-based Sizmek is the second largest ad server in the world, delivering and tracking consumer messages in more than 70 countries.
Now it’s aiming to be even bigger, with today’s announcement of a homegrown ad delivery and analytics platform intended to capture customer data across every digital platform.
The new tool is called MDX-NXT (pronounced “MDX Next”). The Austin-based ad tech company has been developing the tool for two years, during which it shored up its teams and technology with the acquisitions of Pointroll for audience targeting and DSP StrikeAd for a more robust mobile offering.
Sizmek also partnered with Tapad, a marketing tech firm whose software determines what device consumers are using to view a given ad, allowing clients to target the design and placement of those ads more intelligently.
Sizmek’s pitch to advertisers is that MDX-NXT allows them to go beyond merely establishing a brand presence on every digital media channel, instead optimizing their advertisements automatically for a variety of web site designs and mobile devices.
The company trades on tracking all of a consumer’s interaction with a brand on her path to purchase, allowing the brand to tweak its messaging to optimize every interaction.
Whether you think that level of monitoring and insight is a good thing depends on a few factors, but Sizmek is betting big that businesses will buy in.
“Brands that engage with customers across more digital channels convert leads far more than those with fewer touchpoints, but there is a real challenge to strategically manage those channels and personalize the experiences in a way that differentiates your offering,” CEO Neil Nguyen said in a statement.
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