December19, a leading independent media planning and buying agency, is set to redefine the programmatic advertising landscape with the launch of Optix, a groundbreaking solution designed to address key industry challenges. By focusing on transparency, advanced targeting, and sustainability, Optix is poised to set a new standard in advertising effectiveness while maintaining responsibility.
Introducing Optix
Optix is engineered to overcome common barriers in programmatic advertising by prioritising transparency and integrating advanced targeting capabilities. With an increasing demand for cost-effective and efficient advertising solutions, Optix simplifies programmatic activation through a comprehensive full-funnel approach. This innovation ensures maximum effectiveness while supporting ethical and responsible practices. Optix provides a streamlined, user-friendly platform for clients to manage and optimise their campaigns, significantly reducing unnecessary complexity.
As a certified B Corp business, December19 remains dedicated to the highest standards of social and environmental performance. The agency’s commitment to accountability, sustainability, and transparency is reflected in Optix, marking a significant leap towards more responsible advertising solutions. With this launch, December19 reinforces its status as an industry leader committed to the evolving needs of clients, while prioritising social responsibility.
Industry Response
Harriet Kingaby, co-founder of the Conscious Ad Network, commented on December19’s forward-thinking approach: “December19 has long been a leader in promoting innovative advertising practices. Optix is a testament to their dedication to transparency, efficiency, and sustainability, providing tangible value to both brands and society.”
In line with recent studies highlighting the issues of transparency in the programmatic supply chain, including the ANA report (Dec 2023) and ISBA’s study (Jan 2023), Optix ensures that over 65% of the revenue spent will directly benefit media owners, addressing long-standing concerns about the proportion of advertiser spend reaching publishers. This focus on improving supply chain dynamics is a key differentiator for Optix, positioning it as an essential solution in today’s complex digital advertising environment.
Ashleigh Soppet, Senior Content Manager at MHR, added, “Optix represents a major breakthrough in overcoming the challenges of programmatic advertising. Our previous successes with December19’s solutions have been outstanding, and we are confident that Optix will enhance our ability to optimise campaigns and drive meaningful engagement with our audience.”
Key Features of Optix:
- Transparency: Provides complete visibility into campaign spend and performance, ensuring clients understand exactly how their money is being used.
- Advanced Targeting: Utilises both cookie-based and cookie-less data to ensure precision in reaching the right audience at the optimal time.
- Multi-Channel Reach: Enables seamless ad delivery across a range of platforms and devices, ensuring maximum reach and engagement.
- Full-Funnel Approach: Captures the entire customer journey, from awareness to conversion, enhancing the overall effectiveness of advertising strategies.
- Social & Environmental Performance: Prioritises sustainable technologies, powered by renewable energy, and partners with suppliers committed to low carbon footprints or B Corp certification.
Client Feedback
Karen Walker, Head of Demand Generation at Biffa, remarked, “The ‘What Iff’ campaign delivered excellent results, and we’re excited to leverage Optix to build on that success. We believe the new features will further elevate our marketing efforts and enhance our audience engagement. Optix’s holistic approach gives us the tools to continue driving our success even further.”
A New Era in Programmatic Advertising
David Lucy, Managing Director at December19, concludes: “Optix represents the next phase in programmatic advertising. Our focus on transparency and advanced targeting sets a new benchmark for the industry. Optix not only delivers exceptional results for clients but also reflects our commitment to our B Corp values, promoting responsible advertising practices that benefit both brands and the wider community.”
