Open ad management company Sizmek has announced a partnership with technology company Screen6 to integrate its cross-device solution into the Sizmek Open Ad Management platform.

The integration will enable clients around the world to target their customers across devices at massive scale, and to more comprehensively measure which points along the customer journey drive better campaign results.

Screen6 was selected as a result of a comprehensive test of multiple, market-leading companies by Sizmek. They were the only company assessed that covers APAC, EMEA, and Latin America where mobile adoption is particularly high. The integration of Screen6 technology into Sizmek’s Device Intelligence framework will complement Sizmek’s existing data sets that help identify users more accurately, giving clients the added ability to consistently identify users across all of their devices, including those on which cookies are not supported.

The partnership will add an additional level of measurement and targeting to Sizmek’s end-to-end ad management offering for global advertisers, agencies, publishers and trading desks, building on its foundation of both home-grown and partner technologies.

“One of the biggest challenges for advertisers today is to engage consumers regardless of their location or their device of choice,” said Dominique Delport, global manager director of Havas Media Group. “Over the years, our partnership with Sizmek has helped us effectively manage and optimize campaigns through their deep integration within our Artemis Alliance platform. Artemis Alliance is Havas Group’s certified global data capacity that manages 100 per cent of our digital and mobile campaigns.

“With the integration of Screen6, Sizmek becomes a key asset to us as we implement our vision of cross-channel/cross-device marketing and engage consumers on a truly global scale. With the additional insights into the consumer’s path-to-purchase these platforms provide, we are able to better drive business for our clients.”

The new cross-device capabilities will eventually be integrated into all of Sizmek’s product offerings including reporting, attribution, targeting, mobile media buying, and future Sizmek data products. The open nature of Sizmek’s platform provides the necessary framework for effective cross-device capabilities.

“True cross-device ad measurement and targeting has been elusive, especially on a global basis,” said Neil Nguyen, president and CEO, Sizmek. “The problem has been exacerbated by large industry players’ ‘walled garden’ approach that casts blind spots all across a customer’s journey and device use. The integration of Screen6, which will bring comprehensive and consistent measurement capabilities both across devices and within the same device, will address one of the most fundamental needs of our clients today and bring them closer to their customers.”

“It’s very difficult for advertisers to really understand how to optimize their spend without a complete picture of each of their customers,” said David de Jong, CEO and co-founder, Screen6. “We’re very excited that Sizmek, in its assessment of many leading cross-device vendors, recognized how Screen6 can connect the dots of user behavior—with the highest accuracy, reach and privacy compliance—to help clients measure and connect with their audiences most effectively.”