TriVu Media Selects Videology as Its Technology Partner to Bring TV-style Contextual Targeting to Digital Video Advertisers
Partnership allows brands to identify and place ads within specific video content beyond the URL level utilizing real-time bidding (RTB) technology
New York, September 10, 2013— TriVu Media—the benchmark provider of broadcast-style advertising data for online video—announced today that it is working with Videology—a leading video advertising platform provider for advertisers, agencies and publishers—to bring TriVu's contextual video data to advertisers and agencies utilizing Videology's programmatic buying technology.
TriVu Media's TVm index provides source-independent, pre-bid visibility spanning a number of criteria important to video advertisers including type (player or rich media), player size, required viewer engagement (click-to-play or auto-play), ad clutter (number of calls/related ads within video), and, of course, actual video content. Advertisers can then optimize using any combination of these options, including pre-built optimizations for segments such as consumer packaged goods (CPG), automotive, shelter and entertainment.
"Content visibility has been the missing link in digital video for brand advertisers interested in extending their television campaigns across platforms," stated Paul Calento, Chief Executive Officer at TriVu Media. "Integrating TVm within the Videology solution takes the definition of transparency within video inventory to the next level. Now, as with television buys, advertisers can determine the scenarios that will work best for their advertising message based on actual video content, and not just site lists."
TVm data complements Videology's Xtract™ product suite, which provides a host of contextual targeting capabilities across PC and Mobile including page level content targeting, and is the natural fit for brand advertisers interesting in mimicking their television strategies in the digital video space.
"Our recent technology advancements have focused on enabling the holistic planning and buying of television and online video, and our partnership with TriVu Media is an important step forward in our quest to connect the dots for brand advertisers across screens," said Scott Ferber, Chairman and CEO, Videology.
In the initial roll out phase, several clients have already worked with Videology to leverage TVm data to ensure brand safety and enhance the ability to achieve brand objectives using video.
"There is a lot of video programming available from large video aggregators, as well as other smaller sources, that is perfectly aligned with our clients' objectives—and a significant amount that is not. TVm data allows us to tell the difference," said Nancy Mullahy, CEO at Integrated Media Solutions, a leading performance media agency focused on total media integration. "TriVu Media provides the first solution that we've seen that allows us to confidently tap into video-level, brand appropriate content at scale, and then replicate our buying strategy to optimize results using real-time bidding technology."
Videology expects TVm data to be available globally across markets in Europe and Asia in the coming weeks.
About TriVu Media
Videology (videologygroup.com) is an enterprise technology company for advertising and media companies. Its video platform allows brands, agencies and media companies to plan, serve, manage, and monitor video ad campaigns using features and specifications typical to TV, while taking advantage of the advanced targeting, optimization, and efficiencies of digital media. Videology's technology transforms the TV and digital experience so that a different ad—the right ad—will be shown to the desired consumer.