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.
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.