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clypd in the News

MITX Recognizes clypd with the 2017 Promise Award

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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!

clypd-led Standards Group Releases Advanced Audience Targeting Guidelines for Linear TV Advertising

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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.”

CCIS and clypd – A Co-Op Collaboration Where Everyone Wins

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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.

RTL digital exec joins TV ad company Clypd

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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 Appoints Henry Rivero GM Of Europe To Help Expand Its Global Presence

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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.

clypd Expands International Presence, Hires Industry Leader Henry Rivero as GM of Europe

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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.

 

Audience-Based Buying, Selling, And Targeting Requires Advanced Data

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There’s a lot of talk about audience-based buying, selling, and targeting. Advertisers are looking for the right audiences, and audiences are considerably more complex than merely accounting for demographics and age. Audiences are comprised of people — and people have specific interests and passions, behaviors and preferences. We’re complex creatures.

Technology companies have thought up all sorts of algorithms and predictive tools to figure us out, mostly to better understand how we spend our time, and the things that motivate us to spend our money. These companies are busy collecting, synthesizing, and analyzing data on our online behaviors and habits. There’s a considerable amount of data on us. Facebook, in particular, has a lot of it.

Read the full article here.

Clypd Brings Enhanced Private Market Targeting Tools to TV Networks

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As I wrote last week and previously, the TV industry is in a race to data enable its ad inventory to retain its value relative to online video alternatives and platforms like Facebook and Google that provide audience data at huge scale. Many technology providers are innovating to provide the software tools necessary for the TV industry to make this transition and the latest example is from clypd, which yesterday introduced Optimize Private Marketplace (PMP), which adds to existing features in clypd’s linear TV PMP offering.

Optimize PMP gives TV networks the ability to enhance audience and yield optimization when dealing with agencies and advertisers. Specifically, Optimize PMP provides (1) multi-goal scheduling to create schedules for a variety of performance goals such as age/gender and advanced audience targets, (2) yield optimization algorithms for campaign delivery within pre-set parameters and (3) an API for campaign management and proposal negotiation.

Read the full article here.

Clypd Rolls Out Enhanced Private Ad Platform for TV Upfronts

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Programmatic advertising specialist clypd has introduced the Optimize Private Marketplace (PMP), a suite of new and enhanced ad sales tools tailored for TV’s upfront market.

The company said its new offering builds on clypd’s existing linear TV private marketplace platform, and includes elements and features such as data onboarding, yield-optimized and audience-focused scheduling, and proposal generation.

Read the full article here.

Clypd Delivers New Private Marketplace Sales Tools

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Clypd, an audience-based sales platform for TV advertising, on Tuesday announced the release of Optimize Private Marketplace (PMP), a set of private marketplace sales tools for media companies.

The tools build on clypd’s existing linear TV private marketplace offering and are designed to help media companies increase their yield and enable audience-focused sales transactions.

Read the full article here.