By Toby Gabriner, CEO of Adap.tv and ONE by AOL
One would only have to look at the quality of content rolled out at this year’s Digital Content NewFronts and the TV Upfronts to understand that the future of video is TV and digital, not just one or the other. Digital video content is looking more and more like TV, and TV planning and measurement is looking more and more like digital video. The lines are quickly blurring.
As viewers continue to migrate across more screens and platforms – whether it is a PC, a smartphone, a tablet, a TV connected to an Xbox, or broadcast and cable TV – the ability for marketers to reach, engage and measure advertising against those audiences has become more challenging, even more so when considering the silos separating TV and digital advertising.
To address this issue, Adap.tv announced the addition of linear television to its programmatic buying platform earlier this year, providing marketers the best of both TV and digital – the ability to transact against traditional age/gender demographics, and automatically optimize ad spend using customized, more precise audience segments – across all screens.
Today, AOL is taking another important step forward in continuing to build its platform capabilities around TV and digital video by bringing PrecisionDemand into the family.
Integrated into Adap.tv’s programmatic buying and selling platforms and, eventually, ONE by AOL, PrecisionDemand will be a key component of our advanced TV targeting, attribution and optimization technology available in the market.
For customers, this means a new and robust methodology that connects consumer purchases back to specific TV ad buys, not just the usual media mix modeling that is used today. Marketers can see the true value and have a deeper understanding of their TV and cable ad commitments beyond traditional age/gender metrics, such as the effect advertising against specific dayparts or networks has on consumer purchases.
More specifically, customers will be able to:
- Onboard first-party advertiser data, auto-enrich with more than 400 attributes, anonymize and cluster to create a highly customized target profile;
- Score TV media assets, such as programs or airings, to produce targeted media datasets customized to that target profile;
- Automatically generate a targeted media buy plan and execute that plan via a programmatic TV marketplace or through direct sales channels
- Integrate advertiser data and measure the response to media, feeding results back into scoring and media planning for optimization.
The advent of new screens and viewing platforms has necessitated automation technologies that can effectively use data to better plan, reach and measure those fragmented audiences and tie publishers’ and marketers’ efforts across TV and digital together.
With PrecisionDemand now on board at AOL, we are greatly accelerating our efforts in creating the platforms needed to manage today’s multiscreen video world, through Adap.tv today, and soon through ONE by AOL. The opportunity here is immense; we at AOL have built and collected the assets to take advantage of it, and I am excited by the challenge of unlocking our potential.