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BizReport : Advertising archives : August 31, 2016

Ad Roundup: Targeting key for video, digital products

In today's advertising roundup, two partnership and one new release that have targeting abilities at their core.

by Kristina Knight

First, video personalization hub IRIS.TV has partnered with Vemba to help publishers push more relevant, personalized content to viewers on both owned and external video sources. This, in turn, should help to maximize revenue from the content.

"Our proprietary prescriptive analytics enables publishers using the Vemba platform to make actionable decisions based on data-driven insight and provides real-time performance data to understand asset value and to maximize return on video syndication," says Field Garthwaite, CEO of IRIS.TV.

Meanwhile,Engage:BDR has announced plans to acquire MyDiveo. The acquisition will give Engage:BDR clients direct access to MyDiveo's ad inventory. MyDiveo is a global talent discovery platform and social network.

"Mydiveo's intelligent leadership, unique social platform offering and rapid growth have been impressive," stated Ted Dhanik, founder & CEO of engage:BDR. "We are excited to offer owned and operated access to the mydiveo brand, as well as contribute the resources needed to ensure its users enjoy the richest experience possible as the network scales and morphs to their needs."

And Geoscape has launched a new targeting platform called Audientivity; the new release is geared toward helping brands better connect with their digital consumers. It can be combined with Geoscape's cultural segmentation data, giving brands unprecedented abilities to target customers.

"Effective marketing programs are rooted in understanding the differences between individual consumers," said Cesar Melgoza, CEO and Founder of Geoscape. "We've built a business that's based on understanding cultural and personal nuances with our data and analytics platform. Audientivity takes our digital targeting technology to the next level. By connecting brands with specific high-growth consumers on their digital channel of choice, we can offer targeting services from conception to results in this rapidly changing advertising environment. This is the next wave in building relationships with New Mainstream consumers, and we're pleased to stand at the forefront of this new era in digital marketing."

Tags: advertising, advertising tools, Engage:BDR, Geoscape, IRIS.TV, targeted advertising

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