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BizReport : Advertising archives : September 13, 2016

Ad Roundup: 3 releases focused on analysis

In today's advertising roundup, three new releases to the digital space, all of which offer brands better insights into campaigns.

by Kristina Knight

First, Ooyala has released the Pulse tool which allows publishers and advertisers to manage programmatic and direct-sell ad inventory. The platform offers a unified view of inventories, seamlessly automated transactions and real time analysis.

"Our customers recognize that programmatic should not be an add-on to direct sales, but an integral part of core ad operations. It is where the market is headed, and Ooyala is ahead of the curve," said Ooyala General Manager of Ad Platforms, Scott Braley. "Now as a holistic platform supporting simultaneous direct and programmatic ad decisioning, Ooyala Pulse gives our customers the visibility and cross-channel decisioning they need to execute much more effective and lucrative team-wide selling strategies."

And, Unruly has launched a new measurement tool that is focused on emotion. The new Unruly EQ measures biometric data to determine viewers' engagement with video advertising and content. The new tool is part of a three way partnership between Unruly and analytics hubs Moodagent and Affective.

Unruly co-CEO Sarah Wood said, "Unruly EQ is the supercollider of digital video testing that smashes together data and emotions, sparking new insights that will help advertisers move the needle on brand and campaign performance. Forward-thinking marketers already appreciate the importance of emotional intelligence when it comes to video advertising. Authenticity, in particular, is very important to viewers, with 76% of consumers saying they lose trust when an ad feels inauthentic (source: Unruly Future Video Survey)."

Meanwhile, Collokia is launching in beta a new machine learning tool, geared toward helping software teams and developers better collaborate. The new offering includes search and context based display options that should help team members better understand the information presented to them.

"We know how increased knowledge sharing with one's colleagues can result in more effective project management, especially amongst software developers," said Pablo Brenner, co-founder and CEO of Collokia. "So we are thrilled about the beta launch of our new collaborative machine-learning platform, which employs cutting-edge machine learning and AI. We look forward to its commercial launch in the upcoming months."

Tags: advertising, advertising data, advertising tools, Collokia, data tools, Ooyala, Unruly

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