• by Alex Weprin , May 22, 2018

The programmatic video advertising platform Tremor Video DSP is partnering with location intelligence and measurement firm Cuebiq to launch what they say is the first geo-behavioral targeting solution for over-the-top video devices.

The new solution, Proximity Plus, will provide precise targeting on connected TV devices, leveraging data gleaned from Cuebiq’s location database.

Put another way, the company will try to connect brands with consumers that have used or are likely to use their product in the future.

“For example, a marketer looking to reach business travelers can connect with frequenters of specific hotel chains, or a gaming company can reach viewers who recently visited an electronics store, all delivered across high-quality content,” Abbey Thomas, CMO of Tremor Video DSP, tells Digital News Daily.

While mobile is of course a natural fit for location-based targeting, the new solution is geared toward content on TV screens, which also happen to be where consumers increasingly spend their time watching premium content. Of course, it will also work on any screen where consumers happen to be watching video.

MullenLowe Mediahub will be the first agency to execute on the feature, as part of a preferred partnership.

“The combination of the cluttered advertising market and the constantly shifting and fragmented cross-screen behaviors of consumers have made it increasingly difficult for brands to reach their audiences in new and differentiated ways that have an impact,” Thomas says. “Adding the addressability of digital to the new canvas of CTV, where the viewing environment is full-screen, sound on, fully viewable and non-fraudulent, will almost certainly drive incremental lift in brand awareness, consumer engagement and sales impact.”