SANTA BARBARA — Advertisers must reduce the number of ads to which they expose viewers on different devices if they want to avoid putting them off and turning them away.

That is the view of one ad agency exec searching for technology to reduce the frequency of ads.

They key, says Tim Spengler, the president of Dentsu Aegis Network’s M1 US, is to know enough about viewers that they are not exposed to the same ad multiple times over.

“There’s too many ads, and there’s too much frequency,” Spengler says.

“(It’s a) golden age of television from a content standpoint, but probably not from a viewer experience standpoint when it comes to the ad part of it.

“They expect more than they’ve ever expected before so we got to get relevance right. We’ve got to get the right ad to the right person and know how many times that person’s seen that ad and on how many platforms.

“Consumers today expect that relevance and if they don’t get it from brands because, ‘I’ve seen that at eight times a day, three times on my iPad, twice on my TV, and four times on my phone’ … then you don’t get me.”

M1 platform was developed by the Merkle agency prior to its acquisition by Dentsu in 2016. M1 now has an identity graph that comprises 95% of U.S. adults by way of personally identifiable information codes.

This video is from a series leading up to, and covering, the Xandr Relevance Conference in Santa Barbara.  This Beet.TV series is sponsored by Xandr.   Please visit this page to find more videos from the series.