SAN FRANCISCO — Since it started in 2012, supply-side platform Clypd has focused on building an ad sales platform for TV owners.
It has started to unpack its technology, making it available to a wider set of customers.
That started this month, when Nielsen launched Advanced Audience Forecasting, a tool for TV audience forecasting, built on Clypd technology.
In this video interview with Beet.TV, Clypd’s Jason Burke explains the strategy.
“This is the first of several areas where we’ll start to take some of the core components of our platform and make them available for other use cases beyond ad sales,” he says.
“This is the first time we’ve started to decouple some of the features that were part of our end-to-end ad sales workflow for extending within the enterprise, within the companies, to extend to other stakeholders.”
Who could want to buy in? Burke is targeting ad sales teams, pricing inventory teams and industry analysts alike
For Nielsen, the tool will enable custom advertiser-defined segments and more than 80 pre-defined audience segments curated by the Advanced Targeting Standards Group (ATSG) across key advertising verticals including CPG, automotive, finance, and telecom, providing preliminary insights into the total addressable inventory on all measured US national TV networks.
“To allow audience-based buying and selling of TV to scale, the tools need to exist,” Burke adds.
This video is part of a series produced in San Francisco at the RampUp 2018 conference. The series is sponsored by Alphonso. For more videos from the series, please visit this page.
