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Demand-side platform Sizmek has forged a new partnership with advertising marketplace Sublime in an effort to improve both audience targeting and their media inventories.

In doing so both parties will integrate their respective platforms in order to offer advertisers access to a broader suite of resources to produce more creative and less intrusive campaigns.

Sizmek has invested heavily in AI to improve data enablement, creative optimisation and media execution – all of which will now dovetail with Sublime’s own network of ad units operating in a brand safe and targeted environment.

Andrew Buckman, Sublime’s managing director EMEA, added: “By integrating with Sizmek’s AI technology, our leading platform will empower marketers to target audiences even more efficiently – resulting in enhanced engagement and improved business outcomes. This is essential at a time when consumers are increasingly demanding and their requirements are constantly evolving.”

Both parties claim that their combined offer can resolve many of the issues facing marketers in terms of brand safety, intrusiveness and targeting with 38% of marketers admitting they have run ads on harmful or unsafe websites.