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BizReport : Advertising : June 19, 2014


Data, programmatic buying at heart of 3 new offerings

Look for new targeting and buying options from three new offerings in the online and television spaces. Here are the details:

by Kristina Knight

First, clypd is launching a programmatic ad API for television. The platform will work alongside existing platform like BrightRoll, DataXu and Google/Doubleclick Bid Manager; it will launch with ad content from Cox Media, Suddenlink and other inventory creators.

"The television advertising industry has existed for more than 70 years, giving it a long time to evolve from its analog roots into an extremely complicated business and technical environment," said Joel Melby, Chief Technology Officer at clypd. "The ways in which television advertising works are fundamentally different from the world of digital advertising. This API presents television advertising in a way that takes into consideration the expectations of automated demand platforms, giving all TV advertising stakeholders the ability to speak a common language."

Meanwhile, Treasure Data has launched a flexible cloud data solution which gives brands the ability to collect, store and analyze data in near-real-time. Using the platform marketers can use both scheduled and ad hoc SQL data queries and integrate to existing infrastructures.

"Ad tech companies are constantly challenged to collect and use the massive data volumes created rapidly from so many sources today. To stand out amongst competition, Treasure Data customers rely on the scale and efficiency at which our service can collect and process the huge datasets quickly. By offloading data processing to Treasure Data, ad tech companies can focus more resources on developing market-differentiating technologies and features," said Hiro Yoshikawa, CEO of Treasure Data.

Finally Targeted Victory and The Data Trust are partnering for a voter data platform. Through the partnership Targeted Victory will integrate political data inventory from The Data Trust into their Audience Exchange; this will allow for hyper targeted audience segmentation abilities.

"The Data Trust's partnership with Targeted Victory is a first step towards making the same high quality data used by our partners for offline targeting available for their online ad targeting as well," said John DeStefano, president of The Data Trust. "This announcement is also a significant advancement towards achieving our 2014 goal of creating a common data platform from which all right of center campaigns and organizations can make strategic decisions."

Image via Shutterstock

Tags: advertising, advertising data, advertising tools, clypd, data collection tools, Targeted Victory, The Data Trust, Treasure Data










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