CTV advertising platform Annika® from Marketing Architects continues to evolve as streaming challenges grow more complex. The TV advertising agency shared insights into how its proprietary DSP has advanced since launching Connected TV capabilities in 2023.
During the past three years, there have been several advancements in Annika. The company’s inventory has almost doubled over the last year. Also, Annika now allows for the use of OTT inventory as well as international inventory.
The advertising of television through streaming has continued to grow. Advertisers have continued to experience various problems. They include problems such as wastage of frequency, inventory quality and limited sources of supply. That is why Marketing Architects came up with Annika.
“What we’ve built in Annika is a comprehensive system that challenges the assumptions baked into how most DSPs operate,” says Aaron Lange, Chief Technology Officer at Marketing Architects. “When we see frequency spiking at a specific IP or spend concentrating too heavily in one source, Annika responds instantly. That flexibility is only possible because we built her with performance accountability at the core. We aren’t constrained by the same infrastructure as other DSPs.”
Annika Enhances CTV Advertising Performance with Advanced Controls
Annika’s CTV ad platform is able to manage frequency effectively. The campaigns through streaming usually lead to some of the households being overexposed to many impressions. This leads to advertisers wasting the valuable budget spent on marketing. To solve this problem, Annika checks the exposure level using IPs. The platform then eliminates those overexposed households from the campaigns. This means that the advertiser can allocate reach more efficiently.
In addition, Annika provides a diversified inventory among streaming apps. The use of source level budget controls ensures that no single partner receives an excessive amount of funds. This is achieved while maintaining access to highly performing apps.
Beyond frequency and inventory management, Annika supports advanced campaign requirements. The DSP enables location-based targeting at the zip code level. It also supports individual budgets and customized creative assets.
“Streaming TV looks different today than it did just a few years ago,” adds Catherine Walstad, Chief Media Officer at Marketing Architects. “Viewing habits have shifted and the publisher landscape has changed. Annika’s designed to keep up with those changes by surfacing things most buyers aren’t looking for until they become a problem.”
Additionally, Annika has further increased the capability of supporting OTT campaigns beyond the US. With a shorter response time of just three milliseconds, it enables advertisers to make quick adjustments. This means that campaigns may be adjusted depending on the real-time performance data. In general, Annika is continuously improving the capabilities of the advertising technology of Marketing Architects. The platform enables linear TV, CTV, and OTT campaigns.
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News Source: Businesswire.com
