clypd in the News

Clypd Co-Founder Doug Hurd Talks Programmatic Television

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How long until programmatic advertising in television will become the norm, across agencies and media companies?

Growth predictions for programmatic TV is very much dependent on the definition of programmatic advertising for television. At clypd, we focus on two core components—activating advanced data sets and automating the transactional workflow. In TV, some of the digital concepts (real-time bidding and open exchanges, for example) are less pronounced and the focus is instead on data-driven TV transactions that are facilitated through sophisticated software platforms. This is increasingly becoming the norm as media owners and media buyers work together to increase the use of advanced data in their transactions.

Read the full Q+A here.

Walking the Data Brick Road to TV’s Emerald City

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The latest hubbub surrounding data-driven television advertising might have some longtime TV cronies thinking they’re not in Kansas anymore, but this is really just noise about strategies that have been in existence forever. The ways in which data strategies are being invented for TV advertising are certainly innovative but data has always informed advertising, whether it’s the $5 million Super Bowl spot, the punch-the-monkey banner ad or the 14-story billboards in Times Square.

However, the recent infusion of new data sets coupled with the fragmentation of TV viewership across devices that are not on a 65-inch screen hung on the living room wall is forcing the media world to think about how to further enhance the way that television advertisers reach their intended consumers. The definition-elusive “Programmatic TV” can simply be defined as software-driven targeting, optimization and automation for television advertising and those employing it must consider several things:

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Beer, Diapers And The Programmatic TV Challenge

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On TV And Video” is a column exploring opportunities and challenges in programmatic TV and video.

Today’s column is written by Pete Doe, chief research officer at clypd.

About 10 years ago while working at Nielsen, we began creating integrated data sets linking consumer and media behavior to help agencies plan better campaigns and media owners better understand and monetize their audiences.

One sunny spring morning in New York we met with a cable network to present some results. We had fused Nielsen currency ratings with consumer panel purchase data, revealing that the network’s highest indexing product categories were beer and diapers. I felt slightly nervous that insight might be an example of “Twyman’s law,” which states that if a research finding looks interesting, it’s probably wrong.”

Read the full piece here.

Guest Blog: TV Research Is Programmatic’s Best Friend

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TV research is not new – it’s been an essential cog in the wheels of TV advertising for decades. Data has quietly helped media companies promote their inventory to marketers hungry for specific audiences. But TV research is undergoing a transformation, moving from a back-office tool to one that’s getting center stage attention.

The sourcing, acquisition and usage of data – and modeling it on behalf of the media owner – is a skillset much in demand for companies delivering technology for programmatic in television.

Read the full byline here.

How PayPal Vets Are Shaking Up the TV Advertising World at Clypd

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As “un-disruptable” industries go, the abundantly old-school world of TV advertising might be near the top of the list. Or at least it was. In its three years in existence, Somerville’s Clypd has begun to put an end to the traditional methods of buying and selling TV ads—long executed through a combination of spreadsheets, fax machines and steak dinners, says CEO Joshua Summers—and brought the process into the digital, big-data age. Now the ad tech firm is plotting to be the next Boston tech company to expand its reach beyond the U.S., with plans for its first Latin America launch during the first half of 2016 and an expansion to Europe later that year, Summers said.

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clypd Ranked on Entrepreneur’s Top Company Cultures List

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clypd was just ranked by Entrepreneur as having a top company culture!

Entrepreneur’s Top Company Cultures list is a comprehensive ranking of US-based businesses exhibiting high-performance cultures created in partnership with culture management software CultureIQ. The Top Company Cultures list placed clypd as the 20th best in the small companies category. The award recognizes clypd for creating an exceptional culture that drives employee engagement, exceeds employee expectations and directly impacts company success.

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Challenges of measurement in a digital age

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Media research has been roiled the past few weeks by a number of interesting developments. First Rentrak and comScore announced a merger clearly aimed at challenging Nielsen, which has long held an effective monopoly on TV ratings. Just hours later, Nielsen said it would roll out its combined TV-online ratings by year’s end, something media people have been clamoring for for months. It comes at a time when media research has never been so complicated, yet also never been so important. New ways of collecting data offer the promise of better targeting and more effective media planning, if only they can be harnessed. And wearables and smartphones have incredible promise for achieving something buyers have always hoped for: Apples-to-apples ratings comparisons across media. But all this will take a lot of time, which is frustrating for buyers, who feel as though they’ve already been waiting too long for research to catch up to changing media habits. Pete Doe, chief research officer at programmatic sales platform clypd and former senior vice president of data science at Nielsen, talks to Media Life about the future of measurement, how research has changed in recent years, and how the Rentrak-comScore deal could push Nielsen.

Read the full Q+A here.