Adap.tv's New Technology Could Draw TV Crowd to Online Video
Adap.tv last week announced
In-Target Audience Optimization, a technology that allows advertisers to deliver ads to the right demographics with the help of Nielsen Online Campaign Ratings and comScore Validated Campaign
Essentials.
Perhaps most importantly, Toby Gabriner, president, Adap.tv, believes that In-Target Audience Optimization will draw advertisers in from TV. He says that there is now a "currency that can attract the TV buyers into [the online video] world." The technology allows for TV-like targeting from sellers and more targeted audiences for buyers.
Gabriner also says there's an important connect to be made between the new technology, the draw of TV advertisers, and programmatic buying. "It really helps to demonstrate the power of programmatic, which is starting to really gain traction as a buying and selling mechanism," he said.
The new technology could draw TV advertisers to online video because it's now a more familiar model. "Historically, there has been a challenge around the currency that they should be using. This helps to solve for that," Gabriner said. In addition, Gabriner says that the TV community can optimize effectively in the digital space, something that isn't possible when they buy TV.
Using benchmarked data from their partnership with Nielsen and comScore, Gabriner says Adap.tv can give accurate forecasts "before the first impression." If those expectations are not met, it alerts the people behind the process in real-time so that optimization can start to occur, something people in the TV world often have to wait weeks for.
In beta, ad delivery saw a 30% boost when using In-Target Audience Optimization. That's a promising number, and if the floodgates open and TV advertisers make their way online, there will be a massive increase in dollars spent on online video. The RTB process will heat up and the "little guy" will have to get extra creative. It hasn't happened yet, but if the "power of programmatic" - as Gabriner put it - is strong enough to pull TV advertisers online, it's powerful enough to do anything.
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