Videology—one of the world’s largest video advertising platforms—have announced a partnership with AddThis that enables Videology to find specific audiences at scale, even in markets where conventional data is scarce or unavailable.
The agreement provides Videology with the capacity to create profiles based on consumer interest and inferred demographics. AddThis tools are found on over 14 million sites worldwide, driving a massive pool of behavioural data that provides consumer insights for individual publishers and advertisers, and allows advertising platforms to deliver against these segments.
Videology explain how propriety insights, merged with AddThis data, give them the ability to create consumer segments for both standard target groups and bespoke audiences for advertisers, then activate and optimize against these segments.
The data is currently live in US, Canada, France, Italy, Spain and the Netherlands, and is being introduced in Russia, Australia, Southeast Asia, Latin America and the UK. Other markets will follow. Videology has already begun using the information to create specific segments for campaigns and also to identify consumers who might be in the market for specific products, such as a new TV, or car.
“In many countries there aren’t established data providers and sourcing the data required to enable precise targeting at scale is all but impossible. This agreement gives us the ability to instantly create segments and categories around the world,” says Catherine Hallam, Director, Product, Data Strategy & Analytics at Videology. “As a result, we’re helping to solve a perennial problem in programmatic buying and helping marketers across the globe make smarter decisions.”