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.