Video ad technology startup Tremor Video has just announced a new product that should push the pulse rates of product managers interested in ad tech up a few beats: automated cross-screen optimization.
OK, that phrase probably pushed the average product manager’s puzzlement level up a few notches. But its shorthand for something that will cure a lot of headaches for anyone who’s running campaigns across multiple devices, from internet-enabled TVs to tablets and smartphones to desktops. Divvying up how much money to spend on each platform is a notoriously uncertain business. But Tremor has a solution.
Automated cross-screen optimization explained
Ingeniously, agencies and brands can simply tell Tremor’s system what their wished-for outcome is and how much money they want to spend. Tremor’s technology does the rest, automatically adjusting the ad-buying options to yield the optimal results. Our hitherto baffled product manager may now concede that the phrase “cross-screen optimization” suddenly starts to make a lot of sense.
Tremor’s chief technology officer, Steven Lee, explains that the new service builds on the existing platform:
“First you need a really strong optimization engine — the ability to take all of the signals associated with the ad request and figure out what’s signal and what’s noise, and use that to affect future placements.”
It capitalizes on Tremor’s existing “creative toolkit”, which enables an individual ad to be delivered across multiple platforms and screens while maintaining full interactivity on each. Tremor taps a slew of data sources to figure out when multiple devices belong to the same household, Lee says, so that if you see an ad a few times on your smartphone, you won’t see it again when you sit in front of your laptop.
The New York-headquartered company, which was founded in 2005, is now offering its cross-screen optimization services across the U.S., Canada and the United Kingdom. Advertisers who have already signed up to the new service include BPN (the ad agency belonging to Six Flags) and Media Storm, a prominent agency with names like SundanceTV, Open Road Films and Fox Broadcasting on its roster.
Media Storm’s Director, Charlie Fiordalis, said:
“Tremor Video’s all-screen solution is a great step in the right direction, particularly for entertainment, enabling us to leverage their technology to instantly reach and inspire the right people, wherever they’re watching.”