YuMe is gearing up to introduce an audience-targeting tool in the second half of the year to help brands reach specific segments of viewers across screens, says Ed Haslam, senior VP of marketing at online video technology platform YuMe, in an interview with Beet.TV.
“We will create segements, reveal them to advertisers and take input from advertisers to see who they are trying to reach,” he says. “It’s a way for brand advertisers to find their audiences across screens.”
Combining first-party and third-party data can help brands create segments of interest across online properties based on likes and dislikes, he explains. YuMe collects data anonymously across its 147 million uniques and then matches that with first-party data from surveys of consumers. YuMe relies on tools from its recently acquired audience targeting technology company Crowd Science for this implementation of first-party data.
YuMe has also studied audiences across screens in tandem with Nielsen to understand how much of a budget is needed to move from TV to digital video, and when moving budget is no longer efficient. “We have TV profiles of viewership to find industry norms [and] based on this type of schedule we can recommend you shift this much of budget to help agencies plan fused TV and digital campaigns, ” he says.