Today we are celebrating a proud achievement at clypd – we were granted a key patent (9,924,210: COMPUTER SYSTEM AND METHOD FOR TARGETING CONTENT TO USERS VIA MULTIPLE TECHNOLOGY PLATFORMS), which outlines features for targeting advertising and entertainment content to people, whether they are watching on traditional television or on digital devices. Read More
eMarketer recently released a new report on “The Opportunity for OTT Advertising and Programmatic Connected TV.” In the report, eMarketer analyst Lauren Fisher discusses the future of programmatic connected TV and OTT advertising, including the main sources of inventory and the primary factors affecting growth. clypd CEO Joshua Summers is quoted in the report discussing the reasons for the growth as well as clypd’s involvement in the Advanced Target Standards Group (ATSG). eMarketer subscribers can read the full report here.
In addition, eMarketer also published the full interview between Joshua and Lauren. In the interview, Joshua discusses the progress made in advanced targeting and digital data sets in linear TV. eMarketer subscribers can read the full interview here.
When we started clypd in 2012, we were one of a very small group of companies singing the dream for data-driven, audience-optimized TV ad sales. We envisioned the future of TV advertising to be one in which marketers would seamlessly reach their target audience with efficiency and media company sales teams would be armed with tools to enable this audience-based approach while maximizing yield.
While we continue to belt out these same tunes five years later, we are now joined in by a chorus as the targeted linear TV vision becomes a reality. As quickly as these shifts are happening, there is a long way to go. Today’s announcement of our collaboration with Nielsen will have substantial impacts within the television advertising landscape. Read More
Recommendations Expand on Recently Published Guidelines
New York, NY, September 7, 2017 – The Advanced Target Standards Group (ATSG), a consortium of leading network TV programmers, along with CIMM’s Advanced TV Committee, working with clypd, today released an update on the achievements of the group since its inception one year ago.
“We set this group up as it was clear that for advanced audiences to be transacted in linear TV, some common standards and frameworks were essential” said Pete Doe, Chief Research Officer of clypd. “Since our first meeting in August 2016, the ATSG has grown from seven to twelve media owners, plus agency representation from CIMM’s Advanced TV Committee. We’re delighted with the momentum that this group has in building consensus around bringing advanced audiences to linear TV.”
Group participants include Disney|ABC, A+E, AMC Networks, Discovery Communications, Fox Networks Group, GSN, Scripps, The Weather Channel, 20th Television and CIMM, among others. Read More
We’re excited to share that clypd has been selected as a Promise Award winner for the 2017 MITX Awards! The categories in this year’s program showcase the disruptive marketing, creative, and emerging technologies happening in New England. The Promise Award is presented to a start-up company whose innovative solutions show promise to make a significant business impact.
Winners were announced in 24 categories at a sold-out event held on May 25th at Royale Boston. You can see the full list at the MITX Awards site.
Thank you MITX for the recognition and the clypd team for the hard work that allowed this to happen!
NEW YORK–(BUSINESS WIRE)–The Advanced Target Standards Group, a consortium of eight of the leading network TV programmers working with clypd, today announced a set of guidelines and best practices for the use of advanced targets in linear television advertising.
The acceleration by advertisers and agencies in the use of advanced data sources to bring more precision to national TV advertising has prompted leading television networks to address the complexities associated in moving beyond buying audiences strictly on an age and gender basis.
The Advanced Target Standards Group (ATSG) has been meeting regularly since August 2016 to address priority issues. Chaired by Pete Doe, Chief Research Officer at clypd, a sell-side platform for audience-based TV advertising, the members of the group have focused on a number of industry-related challenges including:
- Target definition and sizing
- Availability and suitability of advanced target data to enable campaign planning, activation and reporting
- Calculation methodologies that deliver transparent and accurate estimates
- Standardization across network groups
The ATSG has created guidelines for the use of advanced targets in linear TV and a detailed specification of calculation methodologies for managing advanced audience segments, to ensure marketplace consistency for buyers across media owners. The guidelines are available to be viewed at www.atsg.tv.
Some best practices include:
- National linear TV is a brand building medium: a suggested minimum advanced target size is 10 million (about 3% of the US).
- Age and gender targets are fairly consistent year-on-year but advanced target definitions (e.g. brand purchase, attitudes) may be less so. Any deal needs to consider the possible or probable inconsistency of any advanced audience target in size and composition.
- There are many TV viewing data sets that can be used for advanced target deals. Most of these data sets do not have MRC accreditation, so buyer and seller need to be careful in understanding the pros and cons of the data source.
With regard to calculation methods, the group has aligned on approaches for calculating basic metrics for advanced targets, such as target population sizes, impressions and ratings, across a wide variety of data sources. While these are taken for granted when using standard demographics, advanced target data sets present different challenges including varying population sizes, data latency and classification completeness.
“Having a standard approach to measuring the performance of advanced targets across media owners is essential to make these deals work smoothly and at scale. Alignment among a group of industry leaders like this provides a meaningful step forward,” said Pete Doe, Chief Research Officer at clypd. “The goals of the group align with those of the OpenAP initiative announced recently – to make advanced audience buying and selling more accessible, consistent, and transparent for the entire industry. I’m excited to be a part of this consortium, helping to move the advertising ecosystem forward.”
The minute a co-op enters clypd’s (pronounced ‘clipped’) trendy Davis Square office space, it is clear they are not in for a typical experience. Clypd, a television advertising company, is officially in the business of innovating television advertising techniques to bring them up to the technological advancement present in digital and web-based ads. But their mission, especially when it comes to co-ops, goes so much further than that.
Andrei MacKenzie is a principle software engineer at clypd and has been the co-op coordinator since 2015. He does not hesitate to emphasize the joy and progress co-ops consistently bring to the company. “We see co-ops as peers in terms of the engineering drive to get [ahead technologically].”
Read the full article here.
Rivero will be tasked with building Clypd’s European presence, understanding how the company can best bring value to each market, and developing key relationships with different players in the industry.
Rivero was previously senior executive, digital technology and special projects at RTL Group, which led clypd’s Series B round of funding.
Read the full article here.
Clypd, an audience-based sales platform for TV advertising, on Thursday announced it had appointed Henry Rivero general manager of Europe. Rivero is tasked with building clypd’s presence in Europe.
Most recently, Rivero was senior executive, digital technology and special projects at RTL Group, which led clypd’s Series B round of funding. He was responsible for partnerships, standards, and innovation and helped develop RTL’s corporate strategy and investments in online video, media tech, and monetization.
Read the full article here.
Rivero joins clypd to help accelerate growth of the audience-based TV advertising platform
clypd, the audience-based sales platform for television advertising, today announced that Henry Rivero, has joined the company as General Manager of Europe.
Most recently, Rivero was Senior Executive, Digital Technology and Special Projects at RTL Group, which led clypd’s Series B round of funding. Rivero, drawing on his wealth of experience in the European TV and digital advertising technology markets will be tasked with building clypd’s European presence, understanding how the company can best bring value to each market, and developing key relationships with different players in the industry.
“For some time now, we have been eyeing the European broadcast markets as the next big milestone in the company’s growth plan. We have been waiting for the right opportunity and for the right leader to head up this considerable undertaking,” said Joshua Summers, co-founder and CEO at clypd. “Expanding our audience-based sales platform for TV advertising beyond the US is a strategic focus for us as our company continues to grow. Adding Henry to the team is a testament to our ability to attract top talent – we could not be more excited.”
“We are thrilled that Henry has joined the clypd team.” said Rhys Noelke, Senior Vice President, Strategy at RTL Group. “clypd has been actively engaged with RTL Group affiliates in Europe and we eagerly await clypd’s product launch in key European markets. RTL Group is committed to accelerate the company’s success.”
“As part of the team at RTL Group that led clypd’s Series B round of funding, I instantly recognized the value that the company was bringing to the TV advertising industry,” said Rivero. “The market opportunity is massive and I am convinced clypd is best-positioned to be the market leader when it comes to developing technology that supports audience-based sales for TV media owners. I’m looking forward to bringing clypd’s industry-leading expertise to the European television market.”
Rivero joins clypd from his previous position as Senior Executive, Digital Technology and Special Projects at RTL Group, where he was responsible for partnerships, standards, and innovation while being a key figure in the development of RTL Group’s corporate strategy and investments in online video, media tech, and monetization capabilities.
Recently, clypd announced the release of Optimize Private Marketplace (PMP), a suite of sales tools for media companies engaged in advanced audience sales transactions. Optimize PMP layers audience and yield optimization on top of traditional TV media sales strategies to enhance the way in which media companies transact with their agency and brand partners.