4C Adds Display, Search Campaign Management To Programmatic Product

Data science and media tech company 4C announced new capabilities for its TV Synced Ads product at CES yesterday.

The product, a complement to the company's social offerings, is a self-service portal that lets 4C clients sync campaigns programmatically across TV, digital and mobile.

Users can "trigger ads within seconds of TV occurrences and choose any time duration for ads to run," according to 4C.

TV Synced Ads, powered by Teletrax, was built into the 4C Social Ads platform in September 2015. Yesterday's announcement adds display and search campaign management for TV syncing.

Lance Neuhauser, CEO of 4C, said in an email that ads could be triggered when a certain program airs or even during live TV moments, like when a touchdown is scored or Best Picture is awarded at the Oscars. 

By syncing digital ads with TV ads, Neuhauser said, advertisers have the ability to capitalize on more detailed targeting to be able to deliver a precise message to a particular consumer segment. What are some applications for the syncing function?

Here are some uses, according to 4C's site. Users can pair ads across screens (surrounding customers); "conquest" competitors by syncing ads with theirs; capitalize on live event moments; and continuously run second-screen ads targeted to specific TV programs or audience blocks. 

4C is integrated with Google AdWords and demand-side platforms (DSPs) including AppNexus, DoubleClick Bid Manager and Adform. The company is based in Chicago and has offices in the U.S., U.K., the Netherlands, Germany, Hong Kong, India and Singapore.

The company acquired Teletrax, a TV analytics firm, last year.

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