Brings Power of Dynamic Creative Optimization to Brand Advertisers
NEW YORK – Collective, a full service provider of media and technology solutions for display and video advertising, announced that it has acquired Tumri, the leading provider of dynamic creative optimization and personalization solutions for advertisers and agencies. The deal closed for an undisclosed amount.
Just months after the acquisition of video ad platform and services company Oggifinogi, the transaction further empowers Collective’s end-to-end audience buying solutions for brand advertisers by enabling the delivery of massively customized creative content at scale.
“A lot of companies can deliver impressions. At Collective, we help brand advertisers turn that impression into an expression,” said Joe Apprendi, CEO, Collective. “Tumri gives us the capability to target the right audience with the right messaging and ad format, dynamically based on data intelligence.”
Apprendi maintains that most optimization to date has focused on the ‘who’, which represents the data piece, and the ‘where’ –the ad environment– while not enough emphasis has been placed on optimization of the creative, the ‘what’. Further, the delivery of creative content leads to interaction rates that are over ten times the interaction rates of the campaign control group.
The acquisition strengthens Collective’s ability to manage the entire ad delivery process, enhancing audience buying, optimization and overall ad efficacy while adding much greater cost efficiencies for advertisers.
“DCO has been largely relegated to the direct and ecommerce channels, but its application can have spectacular results for brand advertisers as well. The combination of Tumri and Oggifinogi provides a rich, video-enabled canvas through which brands can connect with consumers across the entire spectrum of online display advertising,” Apprendi added.
Tumri powers dynamic marketing campaigns for many of the world’s most prominent brands including Nike, HP and Travelocity among others, who leverage the platform to cross-sell and up-sell a catalog of products and services based on a user’s actual site browse or action, driving maximum relevancy and ROI.
“Collective’s evolution as a business has brought incredible market opportunities across the entire display ecosystem,” said Hari Menon, CEO, Tumri. “Combining Collective’s AMP audience buying platform with intelligent ad versioning has created a powerful tool for advertisers, allowing them to engage with consumers with exact using the right creative.” Luma Partners advised Tumri on the transaction.
Continued Platform Development
Tumri’s deep engineering expertise in data-driven marketing platforms, ad serving optimization and analytics will be applied to Collective’s own AMP® Data and Media Management Platform technology roadmap. The combined engineering operation will greatly enhance and accelerate AMP product development, enabling Collective to release new features and functionality to both buy-side and sell-side customers using AMP.
Collective helps brand advertisers connect and engage with target audiences across display, video and social media. Collective’s industry expertise provides a strategic advantage to its clients by leveraging proprietary audience modeling, insights and ad effectiveness metrics. Our flagship products, Collective Display and Collective Video®, are powered by AMP®, our market-proven data and media management platform. Collective is headquartered in New York with offices in Atlanta, Boston, Chicago, Dallas, Detroit, Los Angeles, San Francisco and London. Collective’s investors include Accel Partners®, Greycroft Partners and iNovia Capital. For more information, please visit www.collective.com.
Tumri is the leading provider of dynamic creative optimization and personalization solutions for advertisers and agencies. The Tumri Ensemble platform combines next-generation ad-serving with dynamic creative production to enable real-time 1:1 personalized marketing at scale. With Tumri, marketers can effectively cross-sell and up-sell a catalog of products or services to their consumers based on a user’s actual site browse or action, driving maximum relevancy and ROI. Marketers also benefit from a powerful auto-optimization engine and dynamic creative reports that allows for a more accurate and timely view of campaign metrics. Tumri powers dynamic marketing campaigns for many of the world’s most prominent brands including Nike, HP and Travelocity among others. To date, Tumri has executed more campaigns, served more impressions and created more distinct dynamic creative experiences than anyone in the space.