Tremor Gets Real-Time
Video ad network Tremor Media on Thursday is expected to announce key improvements to its targeting products, including the use of real-time audience data.
"Our Acudeo technology is the differentiator which gives us two key benefits -- the ability to call multiple data providers simultaneously and the ability to get real-time updates," said Jason Glickman, CEO of Tremor Media.
"Calling multiple data providers simultaneously increases the chances of finding up-to-date audience data, which improves user coverage and reach," added Glickman. "Getting real-time updates from data sources ensures that we access the most current information, which improves targeting precision."
As part of its offering, Tremor on Thursday is also announcing a partnership with Quantcast as a provider of audience data. Quantcast analyzes the user behavior of over 220 million US Internet users, and anonymously segments the users based on attributes that are relevant to advertisers.
"Tremor Media's partnership with Quantcast broadens marketers' opportunities to reach audiences at scale -- a critically important development in the online video space," said Adam Gerber, chief marketing officer at Quantcast.
Tremor serves in-stream and in-banner video ads across a network of over 1,500 mid-tier and premium sites including WWE.com and WSJ.com. The company has increasingly sought TV ad dollars, which believes will increasingly migrate online.
The implementation of real-time audience targeting is designed to further validates the rationale for shifting TV dollars to online video because it allows advertisers to achieve more efficient reach with reduced waste.
"We believe this type of enhanced targeting will accelerate the shift in spending from TV to online video," says Randy Kilgore, Chief Revenue Officer at Tremor Media.
Likewise, late last year, Tremor partnered with digital media-verification company DoubleVerify, and now relies on its technology for increased accountability and transparency of video ad campaigns.
Last summer, Tremor co-founder and chief operating officer Andrew Reis and co-founder and Chief Strategy Officer Jesse Chenard left the company in a well-publicized management shake-up.
In turn, Mark Pinney, Tremor's then chief financial officer, assumed an expanded operational role as part of the restructuring. Pinney joined the company in 2008 after serving as head of business planning at AOL's Platform A and as CFO at behavioral targeting firm Tacoda.