Videology teams with AddThis for ad segmentation solution

Editor | 03-12-2013

Video advertising platform provider Videology has announced a partnership with AddThis to find specific audiences at scale, even in markets where it says conventional data is scarce or unavailable.

AddThis claims to personalise the Web with content engagement tools, APIs and services which are found on over 14 million sites worldwide, driving a pool of behavioural data that provides consumer insights for individual publishers and advertisers, and allowing advertising platforms to deliver against these segments. The agreement with Videology is therefore designed to provide the partners with the capacity to create profiles based on consumer interest and inferred demographics.

Propriety insights, merged with AddThis data, are said to give Videology the unique ability to create consumer segments for both standard target groups and bespoke audiences for advertisers, then activate and optimise against these segments. Moreover, Videology will have the capacity to provide granular targeting with AddThis’s worldwide behavioural data which includes view, search, URL and inferred metadata based on more than 100 billion page loads a month.

“In many countries there aren’t established data providers and sourcing the data required to enable precise targeting at scale is all but impossible. This agreement gives us the ability to instantly create segments and categories around the world,” said Catherine Hallam, director, product, data strategy & analytics at Videology. “As a result, we’re helping to solve a perennial problem in programmatic buying and helping marketers across the globe make smarter decisions.”

“AddThis data reflects consumer interest across the open Web around the world,” added Mike McGowan, senior vice president of business development and generalcounsel for AddThis. “Our partnership with Videology is a great example of the value created when AddThis data is integrated with today’s leading advertising platforms.”