Vis­i­ble Mea­sures, the Boston-based adver­tis­ing com­pa­ny pro­vid­ing third-par­ty online media mea­sure­ment solu­tions for adver­tis­ers, agen­cies and pub­lish­ers, has just launched a new demand-side ad buy­ing plat­form that goes by the name of “Fab­ric.” Busi­ness devel­op­ment man­agers with an appre­ci­a­tion of the val­ue of good qual­i­ty adver­tis­ing tech­nol­o­gy may find this a pret­ty hot means of enhanc­ing online adver­tis­ing sales, so here’s a lit­tle more.

Pro­mot­ing con­tent mar­ket­ing with live data

The orig­i­nal plat­form used by the com­pa­ny, which launched in 2005, let adver­tis­ers and agen­cies mea­sure the effec­tive­ness of their dig­i­tal ad cam­paigns by pro­vid­ing detailed data not only on how online view­ers were inter­act­ing with video con­tent, but how that con­tent was spread­ing across the Net.

But now, our intre­pid busi­ness devel­op­ment man­ag­er may like to know, Fab­ric will let adver­tis­ers and agen­cies man­age their data and buy on those light­ning fast ad exchanges. Vis­i­ble Mea­sures CEO and founder, Bri­an Shin, explains that the new prod­uct builds on an ear­li­er one, Con­ta­gion (a plan­ning tool for earned media), by inte­grat­ing sev­er­al of the company’s capa­bil­i­ties in one place, includ­ing its ad inven­to­ry, cam­paign data and cam­paign projections.

In down-to-earth busi­ness devel­op­ment man­ag­er lan­guage, Fab­ric pro­vides a reper­toire of tools designed to pro­mote video and oth­er con­tent that agen­cies and adver­tis­ers wish con­sumers to engage with. Con­tent mar­ket­ing, in oth­er words. Shin believes that there are no tru­ly spon­ta­neous viral video cam­paigns: con­tent always needs a lit­tle adver­tis­ing push before it goes viral.

Open­ing up

Fab­ric, like Con­ta­gion, was devel­oped in col­lab­o­ra­tion with Pub­li­cis Groupe’s tech inno­va­tion arm, Viva­Ki. Viva­Ki On Demand’s Exec­u­tive VP for Prod­uct and Com­mer­cial Strat­e­gy, Sean Kegel­man, said that Fab­ric includes sev­er­al impor­tant fea­tures than trans­forms it from “a plan­ning tool to an acti­va­tion tool.” It deliv­ers “gran­u­lar” con­trol of tar­get­ing as well as show­ing where ads actu­al­ly appear. And it offers the abil­i­ty to improve and opti­mize cam­paign per­for­mance as it runs.

Shin admits that not much is known in the broad­er Adland world about View­able Mea­sures, even though it’s acquired a good rep­u­ta­tion in the mar­ket. But he’s now seek­ing to change all that

“We’ve been a lit­tle closed, and now we’re open­ing up,” he says.