IP-video ad management platform provider Videoplaza has enhanced its core Karbon sell side solution to address what it believes is a shift towards audience-based advertising trading.
Karbon 2 is claimed to be able to maximise the ever increasing amount of information around IP content, and is designed to allow media owners to capitalise on audience data and drive revenues by selling audience segments that can be targeted across different devices.
The company is adamant that consumer data – encompassing location, interest and demographics – can provide media owners with the capacity to sell highly relevant audience segments to advertisers. Yet it asserts that many media owners today fail to capitalise on consumer IP data.
Videoplaza believes strongly that using this audience data to sell segments is key for media owners to get maximum value from their audiences.
The aim of the launch is to put media owners back in greater control of their audiences, said Sorosh Tavakoli, CEO of Videoplaza. “We predict that audience buying will be 30% of total IP video ad spend by 2015, equating to a value of €2 billion in the US and Europe,” he argued. “Karbon 2 allows video publishers and broadcasters to sell in this way, demonstrating the value of audiences to advertisers who are, as a result, able to target consumers more precisely and effectively.”
Indeed Videoplaza is confident that Karbon 2 will enable media owners to grow their advertising revenues across multiple devices through its unique dynamic cross-device audience targeting and will help them learn and improve performance through flexible, real-time reporting.
New audience management tools provide for so-called ‘cookieless’ cross-device targeting based upon audience segmentation making party audience data monetisable to drive higher CPMs, and greater sell-through by being able to target non-endemic advertisers. The product also includes real-time reporting and business intelligence tools capable of producing report combinations which can be shared with external users such as advertisers, and built using the latest big data technologies.
As part of the launch, Videoplaza is also introducing the Karbon Data Alliance, a global network of partners, including Nugg.Ad, Bluekai, Enreach, Eyeota and Meetrics, providing access to regional audience data, analysis, and segmentation to the company’s global customer base.