Unique capacity to build profiles in markets without traditional data
London – Videology – one of the world’s largest video advertising platforms – announced a partnership with AddThis that allows Videology to find specific audiences at scale, even in markets where conventional data is scarce or unavailable.
The agreement provides Videology with the capacity to create profiles based on consumer interest and inferred demographics. AddThis tools are found on over 14 million sites worldwide, driving a massive pool of behavioral data that provides consumer insights for individual publishers and advertisers, and allows advertising platforms to deliver against these segments.
Propriety insights, merged with AddThis data, give Videology the unique ability to create consumer segments for both standard target groups and bespoke audiences for advertisers, then activate and optimize against these segments. Moreover, Videology has the capacity to provide this level of granular targeting in virtually any market thanks to AddThis’s worldwide behavioral data which includes view, search, URL and inferred metadata based on more than 100 billion page loads a month.
The data is currently live in US, Canada, France, Italy, Spain and the Netherlands, and is being introduced in Russia, Australia, Southeast Asia, Latin America and the UK. Other markets will follow as Videology’s global presence continues to expand.
Videology has already begun using the information to create specific segments for campaigns and also to identify consumers who might be in the market for specific products, such as a new TV, or car. For instance, in the US and Canada, AddThis’s extensive standard taxonomy is fully integrated into the Videology Campaign EngineSM, allowing platform users to plan and execute campaigns against AddThis audiences, such as Small Business, Auto and Gaming segments.
In Spain, as another example, Videology has been using the data to create wider audience segments such as female luxury, male luxury, and female by age range and education, an incredibly valuable tool in a market where finding enough data to maximise the opportunity of targeted video can be a challenge.
“In many countries there aren’t established data providers and sourcing the data required to enable precise targeting at scale is all but impossible. This agreement gives us the ability to instantly create segments and categories around the world,” said Catherine Hallam, Director, Product, Data Strategy & Analytics at Videology. “As a result, we’re helping to solve a perennial problem in programmatic buying and helping marketers across the globe make smarter decisions.”
“AddThis data reflects consumer interest across the open Web around the world,” said Mike McGowan, Senior Vice President of Business Development and General Counsel for AddThis. “Our partnership with Videology is a great example of the value created when AddThis data is integrated with today’s leading advertising platforms.”
Videology (videologygroup.com) is one of the world’s largest video advertising platforms. By simplifying big data, we empower marketers and media companies to make smarter advertising decisions to fully harness the value of their audience across screens. Our math and science-based technology enables our customers to manage, measure and optimize digital video and TV advertising to achieve the best results in the converging media landscape.
Videology, Inc., is a privately-held, venture-backed company, whose investors include Catalyst Investors, Comcast Ventures, NEA, Pinnacle Ventures, and Valhalla Partners. Videology is headquartered in Baltimore, MD, with key offices in New York, Austin, Toronto, London, Paris, Madrid, Singapore, Sydney, Tokyo and sales teams across North America.
For more information, contact Michele Skettino at [email protected] or 917-653-0073.
AddThis personalizes the web with powerful, easy-to-use content engagement tools, APIs and services. Ranked #1 by comScore in distributed content and reaching over 1.6 billion monthly uniques, AddThis’ tools are used on over 14 million sites worldwide to power social sharing, increase engagement, boost traffic and provide behavioral insights. Our proprietary technology processes more than 300 terabytes of data daily allowing AddThis to provide brands with sophisticated audience models and web-wide consumer insights that enhance paid, earned and owned media strategies.