Online video giant Dailymotion is aiming to expand further in the programmatic field with new data projects in 2014, says Roland Hamilton, Managing Director North America for DailyMotion, in this interview with Ashley J. Swartz at the recent Beet.TV executive retreat in Vieques, Puerto Rico. Already, the company has been growing its audience buying offering since 2012, both in the U.S. and internationally, and the next step lies in mining data, he tells us.
Hamilton wants to leverage first-party data as a differentiator and use it to augment third-party data with more insight on demo targeting, for example. In turn, this sort of data refinement can draw in more ad dollars. “We can help make sure we are serving the right inventory to the right buyers,” he says. “Our next evolution is bringing in data management tools and getting those insights about how audiences are different and how they match with specific advertisers.”
Also, in the year ahead, Daily Motion expects to rely more on private exchanges where it has more control over the type of inventory. Because of this push into programmatic buying, the video publisher is hiring more talent with specific yield management skills, math skills, and and the ability to quantify data, he adds.
DailyMotion recently said it would be producing more original programming in the U.S. The site delivers 2.2 billion video views per month.