Telaria makes connection for addressable connected TV ads | Ad Tech | News | Rapid TV News
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Ad yield optimisation platform provider Telaria has launched Audience Connect, what it describes as its ‘comprehensive’ addressable connected TV solution for publishers and marketers.

telaria 20 august 2018The platform — comprising Addressable Connect, Contextual Connect and Performance Connect modules — is designed to drive better audience accuracy and performance for video advertisers and make it easy for marketers to deliver on-target campaigns on connected TV, over-the-top (OTT), mobile and desktops. It is also said to make it easy for marketers to deliver on-target campaigns, spanning multiple addressable criteria, to best leverage the scale and quality of Telaria’s premium publishers.

Audience Connect aims to ensure marketers’ messages successfully reach the right viewer in the right context based on three key-ways buyers want to connect with viewers; specifically, via first-and third-party data sources, contextual data and campaign performance metrics.

Addressable Connect enables advertisers to target desired audiences using first-party addressable publisher demographics, verified audience data from leading third-party sources and Telaria-verified platform data. Contextual Connect is designed to allow advertisers to reach viewers through show-level, genre, and device targeting, in addition to whitelist and blacklist preferences. Performance Connect addresses meeting campaign goals or exceeding KPIs by buying against viewability, completion rate, eCPM and CTR.

“With linear addressability opportunities declining as cord-cutters and cord-nevers swell, television buyers need a scalable solution to reach their desired audiences,” explained Telaria chief product officer Paige Bilins. “We are providing a real alternative while solving the issue of wasted impressions by using an array of rich data to deliver the right message to the right person at the right time – at scale.”

Audience Connect is available through Telaria’s DSP partners via custom-built private marketplace packages (PMPs).