Product Update: Campaign Waste Analyser
Now Available Across All Operational Markets
We’re pleased to announce a new diagnostics tool is now available across all markets – one that gives agencies and advertisers a powerful way to understand and address waste in digital advertising campaigns, that can lead to more efficient budget allocation.
- What’s New: Quantify Campaign Waste – Fast, Fand No Integration Required
We now offer a simple but insightful tool: the ability to measure campaign waste caused by cookie duplication and frequency capping issues.
- No integration needed
- Built to reveal what’s really happening behind the scenes
Whether you’re running direct buys or programmatic campaigns, this gives you a transparent look at how your media budget is being spent – what’s being wasted and where it’s not!
- Why It Matters: A New Layer of Insight for Agencies and Brands
This tool opens a new layer of use case value for agencies and advertisers:
- See the real impact of cookie duplication and frequency mismanagement
- Identify waste that’s often underestimated or ignored
- Create space for smarter planning and more efficient media execution
For agencies, it’s a chance to offer incremental value to clients – helping them quantify inefficiencies and unlock better performance with the same budget.
- What It Enables: A Step Towards Smarter Campaigns
This capability isn’t just diagnostic – it’s catalytic.
Once waste is measured, advertisers and agencies are better positioned to:
- Explore campaign optimisation with Utiq’s trusted and consented identifier
- Test Utiq’s solutions for reducing frequency waste
- Transition into performance-based engagements that deliver proven efficiency gains
In short: this becomes a gateway to deeper optimisation, collaboration and stronger effectiveness.
- How It Activate: Simple Deal Setup via Equativ
Execution is straightforward and all handled by your local Utiq team, in partnership with Equativ. The client simply needs to accept the Deal from their DSP – simple and easy.
Note: This tool does not automatically update or optimise Utiq frequency capping. It purely filters via Utiq audiences to analyse exposure patterns and waste.
- New Reporting Available: Waste Insights in Power BI
To support this tool, we’ve built a dedicated Campaign Waste Analyser Power BI report:
- Based on the same logic as our A/B testing framework
- Designed to highlight waste from DSP frequency caps vs Utiq SSP capping
- Includes a slide reporting template ready for client presentations
Teams running A/B tests can now include this new visual to show the measurable difference that Utiq creates.
Why This Matters to Utiq
Helping the industry reduce waste isn’t just smart – it’s aligned with our mission.
By shining a light on duplication and inefficiency, we’re promoting a more transparent, responsible digital ecosystem – one that’s delivering respectful addressability and high-quality reach at scale.
For more details or to activate this use case in your market, reach out to your local Utiq contact or product lead.
