- Captify and Magnite are partnering to enable advertisers to use data from the search bar on publishers’ web sites to inform programmatic promoting decisions for connected TV (CTV) ad inventory, according to the 2 corporations.
- Using Captify’s Search Intelligence tools, the corporate will analyze and categorize search terms from tens of millions of publisher web sites into profiles, interests and moments. It will then convert that information into audiences that could be activated on Magnite’s CTV inventory.
- The promise is that by combining the real-time intent fueled by search behavior with CTV content, advertisers might be higher able to reach audiences trying to find specific brands, services or products at probably the most opportune times.
The news from Captify and Magnite comes as advertisers are in search of alternative routes to reach potential latest customers now that Google’s deprecation of third-party cookies is underway. Search, the main focus of the deal, generally is a powerful tool in an advertiser’s arsenal since it offers the chance to reach a consumer through all phases of the funnel. Consumers now use search in quite a lot of alternative ways, from research to consideration to purchase.
In an example presented by Captify and Magnite, a consumer might search for honeymoon destinations on cosmopolitan.com, then rate iPhone vs. Galaxy cameras on techradar.com, after which price flights from New York to Maldives on booking.com. In such a case, Captify can collect that string of searches, have a look at the relationships between those searches and searches made by other consumers and create an audience profile based on that data. In such an example, the patron segments could be “engagement,” “techies” and “travel.” At that time, media buyers could use that information to purchase those audience groups on Magnite’s programmatic CTV inventory.
The corporations noted that Captify’s data is exclusive in that it’s real-time, unprompted, specific and granular in addition to comprehensive, drawing from a variety of sources.
The timing of the partnership also coincides with what is anticipated to be a banner 12 months for CTV promoting, which is the fastest growing major ad channel, per eMarketer.
“Captify’s Search Intelligence platform brings the audience data to power and fine-tune advertisers’ programmatic promoting campaigns,” said Andrew Bez, agency lead, Magnite, in a press release. “Bringing that to CTV is a big step forward in an environment where audience-targeting has grow to be more complex, with media owners keen to explore these latest capabilities.”
Up-to-the-minute audience targeting and accountability is a hot topic amongst broadcast media corporations. NBCUniversal recently showcased its plans to bring television in-line with its digitally powered ad channels at its One24 technology and developer conference.
“We want the behavior with TV to look more like digital. We want to look more like performance media,” said John Lee, chief data officer for promoting and partnerships at NBCUniversal, during a press briefing upfront of One24. “Think about how with a paid search, paid social or programmatic campaign, you’re optimizing up to the second — it’s considered one of the explanations to do it. You can course-correct while it’s still happening. I believe that’s a fairly large behavior shift versus a set-it-and-forget-it, traditional mentality with TV.”
Read the complete article here
