COLOGNE – Pixability has built its business providing video advertising software across the walled gardens of the biggest social media platforms. Now it’s eying the over-the-top and connected-TV space as well, armed with a new offering that automates data analysis around video creative.
“A lot of folks refer to us as the trade desk for walled gardens,” says Pixability CEO David George. “The next evolution for us is into OTT or CTV.”
Pixability’s clients include the “big six agencies” plus smaller independents and some brands as well, George explains in this interview with Beet.TV at the annual DMEXCO conference.
The big six “tend to look at YouTube and Facebook in different groups where the independents and brands they really get value around our ability to do cross platform. We provide a lot of efficiencies and scale in that environment because we can move ads and budgets around to different platforms.”
Earlier this month, Pixability released a tool for automating analyses of what specific video iterations are working or not. The system uses machine learning to evaluate the different versions of the uploaded ads while measuring their performance, context and audience against the client’s KPIs, as MediaPost reports.
Part of the reason for Pixability’s presence at DMEXCO is its expansion to international markets. In addition to Boston, Chicago, New York and San Francisco, the company has an office in London.
While video consumption and advertising “is growing exponentially,” says George, what’s really exciting is what’s going on in OTT. I myself recently cut the cord. It’s a liberating experience.”
This interview is part of a series titled Advertising Reimagined: The View from DMEXCO 2018, presented by Criteo. Please find more videos from the series here.