In Anticipation of the Converged 2013 Upfront Season, Collider Introduces Digital Ratings Optimization Tool for Publishers
Leveraging Nielsen Online Campaign Ratings(TM), Collider Launches Predictive Solution to Bridge Publishers’ Precision Marketing Data and Nielsen Audience Verification
AUSTIN, Texas, April 16, 2013 /PRNewswire/ — Collider –a technology provider that maximizes cross-device media value for publishers–announced today that it has developed a predictive targeting solution that enables publishers to more efficiently deliver audience guaranteed campaigns as measured by Nielsen Online Campaign Ratings. This launch comes at a critical period for the digital video industry as this year’s television upfront season will mark the first time that a common currency has been available for both TV and online video, and comes on the heels of news that Nielsen is redefining its definition of television homes to include internet-only TV households.
“As the use of Nielsen Online Campaign Ratings grows, a predictive technology solution for the supply-side that allows publishers to more efficiently deliver against a advertiser’s target, as verified by Nielsen, is now critical,” said Bryan Jones, CEO of Collider. “Our marketplace observations suggest that almost 80% of RFPs now include a Nielsen Online Campaign Ratings element–and it’s likely to grow even higher.”
Collider notes, however, that since the introduction of third-party digital ratings, publishers have faced challenges stemming from a targeting and verification disconnect. In other words, publishers use first-party or third-party data to identify their audience and deliver targeted impressions to advertisers, yet for campaigns utilizing 3(rd) party-provider verification, a publisher’s performance is then measured by age/gender criteria from a different source. This could potentially lead to a different classification of a single impression by the publisher’s data and the ratings provider’s data–resulting in delivered impressions considered outside the advertiser’s target. This discrepancy is a source of immediate lost revenue, and also makes forecasting and inventory management extremely difficult.
“When publishers sell their inventory with audience guarantees, they don’t get paid for those impressions delivered out of demo, often resulting in wasted impressions, and lost dollars,” added Jones. “Initial testing of our new optimizer tool shows that a publisher can use about half the number of impressions to achieve their guaranteed impression delivery as verified by Nielsen Online Campaign Ratings. That type of inventory savings is game changing–particularly as we enter the time of year when the majority of television buys, and corresponding video buys, are planned and placed.”
“Nielsen is committed to providing tools and metrics that benefit the entire media ecosystem–growing the industry, helping our sell-side clients drive revenue and improving the services offered to the marketplace,” said Andrew Feigenson, Senior Vice President, Digital Client Service, Nielsen. “Companies like Collider are helping to enhance Nielsen Online Campaign Ratings’ role as a real value-driver for the supply-side of the equation.”
Collider delivers media optimization services to publishers and demand-side monetization sources by securely extending audience data to mobile, video and display platforms for targeted ads and campaigns. Collider addresses major obstacles in cross-platform advertising by helping companies identify formerly unknown audiences, target those audiences more efficiently, and monetize inventory and campaigns more effectively. Its patent-pending VAULT(TM) technology enables companies to transform previously siloed consumer data into rich user insights to create more valuable engagements with end customers. All Collider data aggregation is conducted in compliance with industry accepted privacy standards.
Collider is a wholly-owned subsidiary of Videology, Inc.
For more information, contact Michele Skettino at 917-653-0073, email@example.com