SAN FRANCISCO — Collider Media is working to make online video advertising inventory more valuable by including third-party data. At the Smart TV and Multi-screen Advertising Summit in San Francisco, SVP of Strategic Partnerships, Pete Hagerty, spoke with us about Collider’s work and why addressable ad inventory is so effective.
Hagerty explains, “we take publisher data, match it with third-party data and make it addressable in a secure way, and we then offer that addressable audience to advertisers and demand partners.”
The company stacks third-party information about viewers on top of ad inventory, giving advertisers a much more complete view of what they’re buying into. “We’re taking inventory that has limited value, we’re laying data on top of it, and then we’re making it available to anyone who wants to bid on it.”
Hagerty says, “There’s obviously a big demand for addressable digital media, whether it’s display or video or mobile. We’ve done incredibly well on the demand side, but we see a huge opportunity to help monetize their inventory more effectively on the Collider side.”
In the video interview, Hagerty also talks about Videology’s acquisition of Collider Media earlier this year.