SSI and DMAi Launch Next Level Online Ad Optimization Solution

-- Measures Viewability and Provides Consumer Feedback --


SHELTON, Conn., Aug. 29, 2017 -- Through an exclusive partnership with the DMA Institute, an advanced technology innovator in the analysis of digital ad performance, SSI’s Campaign Optimizer provides a new level of optimization for the entire digital ad experience. Campaign Optimizer validates and measures ad viewability and provides connection with panel member consumers about their recall. This enables follow-up actions such as store visitation or product purchases in order to quantify behaviors and results and, in turn, redirect campaign investments based on consumer feedback.

The key differentiator is SSI’s ability to engage with the audience cross device so advertisers understand the impact ads have on a brand’s perception and affinity. SSI brings the largest, most diverse and global first-party data assets to better understand the “why” from consumers. With this dashboard solution, the SSI Campaign Optimizer offers data scientists, media researchers, market researchers, and marketers a reliable and actionable view of online accountability and data to generate research insights.

“Campaign Optimizer addresses the three pillars of online media accountability: viewability, reach and impact,” said Bob Fawson, chief product officer at SSI. “Through our partnership with DMAi, SSI is measuring how long the ad was actually in the visible browser window, what device the exposure was on, how long the person has been exposed and how many times they’ve been exposed to the ad. The Campaign Optimizer then matches the panelist cookies with the advertising tag (tracking pixel information) in order to connect the panelist to the ad(s) they have been exposed to cross device. This is also possible in-app within select countries.”

Available in 40 countries, the Campaign Optimizer uses the latest Audit Bureau of Circulations’ certified technology to collect precise data about how campaigns interact with an audience across the primary modes: online web, mobile web, in-app and video.  Survey responses and location data collected from SSI’s audience drive insights such as brand impact, feedback about the ad, visitation lift, brick-and-mortar purchase lift and online purchase lift.  And by gauging viewability, a metric to measure whether an ad has been sufficiently viewed, in contrast to a served impression that has been delivered to the page but may not have been seen, provides a level of knowledge not available elsewhere.“SSI knows exactly which respondents have been exposed to which ads and for how long and on which device.  An advantage of this is that we have hard facts about the ad’s exposure to that particular respondent, which is invaluable information for fielding and interpreting their survey responses about the campaign or brand,” explained Fawson.

Running a campaign using SSI Campaign Optimizer allows a marketer to adjust on the fly using real-time dashboards to see viewability and reach performance. Featured on the dashboard are key metrics about ad performance including viewability, time on page, time in view, and reach, along with the demographic profile of the actual audience. Understanding how various placements, channels, even URLs score on these key metrics helps to make specific and data-driven optimizations. Finally, by connecting with panelists who saw the ads, marketers can collect direct data on the brand lift and other metrics.  Ultimately, this always on, always available tool allows the marketer to shift their budgets quickly and optimize their campaigns.

“By tagging real people on scale, we can support online advertisers and agencies to optimize the full potential of online campaign exposure, reach and effect,” said Theng Vogels, founder, DMAi. “The thousands of campaigns we run clearly demonstrates the need to optimize all relevant drivers of online success, not only viewability.”

To learn more about Campaign Optimizer click here

About DMA Institute

DMA institute has been working with Partners to maximize their return on digital spend since 2013. We do this by using our proprietary technology to measure and collect data to report and provide insights about the consumers reached, whether or not their ads have been in view, and ultimately, whether the advertising spend was efficient. 

We are a leading independent technology, whereby brands worldwide use our business intelligence and objective insights to drive additional returns. More specifically, this unique technology allows marketers to follow the digital footprint of the consumers from seeing the ad to the final conversions being the click to buy or visit. DMAi services are compatible with major ad management networks and the technology has been accredited by ABC.

About SSI

Celebrating 40 years in business, SSI is the premier global provider of data solutions and technology for consumer and business-to-business survey research. SSI reaches participants in 90+ sample countries via internet, telephone, mobile/wireless and mixed-access offerings. SSI staff operates from 40 offices and remote staff in more than 20 countries, offering sample, data collection, CATI, questionnaire design consultation, programming and hosting, online custom reporting and data processing. SSI's employees serve more than 3,500 customers worldwide.  Visit SSI at

#     #     #


Jason Kannon
Kannon Public Relations