Buy-side advertising platform Sizmek wants to raise the bar for transparency in the programmatic industry by promising “total transparency” for advertisers across its platform.

To help agencies and advertisers gain a clearer understanding of campaign performance and cost, Sizmek is offering transparent pricing across its media, creative, data, technology, and service related costs.

Sizmek’s “year of transparency” initiative aims to give agencies and advertisers increased visibility, control and performance over their media planning and buying.

The move is a response to criticism of hidden pricing and selective access to campaign insights within the programmatic industry.

“The industry has spoken and Sizmek has listened and reacted,” said Mark Grether, CEO of Sizmek.

“Agencies and advertisers are demanding greater visibility and control. They want their partners to move away from black box practices which hide true campaign costs and weaken confidence that media investments impact results.”

A recent study from the World Federation of Advertisers (WFA) found that 90 per cent of advertisers review programmatic ad contracts specifically looking for providers who offer greater transparency.

The study further revealed by offering greater transparency into the fully loaded cost of a media plan, agencies felt they could better evaluate and communicate ROI to their clients.

Sizmek’s transparency initiative will extend to providing more detail about how the company’s AI-powered recommendations work.

“There’s no question that agencies and advertisers value AI-driven insights, but they want full visibility in the process. That’s why we’ve decided to lead the industry with AI-powered recommendations for traders and AI-powered optimization across the entire media plan offered with full transparency,” Grether said.

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