TidalTV Partners With Eyeview To Enhance Ad Targeting
- by Gavin O'Malley @mp_gavin, May 5, 2011
"Advertisers have been asking for a way to connect with consumers that builds on the unique capabilities of digital and video," said Mark McKee, vice president, marketing at TidalTV. With the deal, he added: "TidalTV can now customize creative to ensure relevance when a video is served."
Eyeview's technology offers viewers personalized video experiences based on specific real-time data feeds, customizing advertising creative for local weather conditions, geolocation, current deals and prices, demographics and other user information.
Agency partners include Mediacom, Horizon Media and Hayworth Marketing + Media.
Baltimore-based TidalTV offers video advertising, optimization and yield management services to clients. Its AdOSTM technology uses relevant data to improve ad delivery.
Launched in late 2007, the company has aggressively raised capital to establish itself as a player in the online video business with its one-to-one ad "decisioning" technology.
TidalTV is competing for a share of a vastly expanding and competitive market. Indeed, eMarketer estimates that by 2015, 76% of Web users -- or 195.5 million people -- will be watching online video each month. In the same period, the research firm predicts online video advertising spending will surge from $1.97 billion to $5.71 billion.
TidalTV has been described as an outgrowth of Advertising.com, which its chairman and CEO Scott Ferber founded with his brother before selling the company to AOL in 2004. Ad.com is best known for facilitating the targeting of banner and display advertising.
In late March, the company raised about $30 million from existing investors, including New Enterprise Associates, Comcast Interactive Capital and Valhalla Partners.
