VIEQUES, PR — Of all the ad-tech vendors promising to light up video opportunities, Alphonso is one of the lesser-known.
But the three-year-old company says it is has some handy tricks up its sleeve to help marketers plan and figure out the effectiveness of ad spending across TV and video platforms.
Alphonso‘s offering brings the ability to retarget consumers with ads on digital devices based on TV-viewing cues.
It does that using audio content recognition build in to devices in its footprint, including smart TVs, mobile phones and set-top boxes.
“We have about 40m devices – we capture real-time viewership data on who’s watching what shows, what ads, some portion of OTT content, all of that,” says CEO Ashish Chordia in this video interview with Beet.TV.
The big idea is to help ad buyers harmonize the “frequency” metric – the vital number that determines how many times a viewer has seen an ad – across video screens, so that they are neither under- nor over-buying exposures in the new, multi-screen universe.
“Closed-loop attribution has been done for some time, with set-top box data and by customer polls; people manually doing these things with a lot of research folks and data science people thrown in,” Chordia adds. “The new ways to measure TV (is) on a closed-loop basis on a fully automated basis.”