Addressable TV is the first step towards Programmatic TV, as it allows to target TV advertising individually, in real time, increasing the value of your inventory and enabling you to monitor campaign performance with unprecedented precision.
The tracking, analysis and profiling technologies are those deployed in our DMP - reports and real time dashboards are easy to access and use thanks to the most intuitive, user-friendly interface.
In addition to data coming from decoders, SmartTv, set-top-boxes and connected devices, we can integrate information coming from any other data source, including your CRM or consumer surveys.
TV advertisements are delivered in real time in accordance with the individual profile of your viewers - we go beyond the concept of household composition and allow you to target each viewer individually.
Neodata has developed an Order Management module that is natively integrated with our ad server ad.agio and with exaudi, our DMP. The Addressable TV solution can support the entire campaign management chain: from profiling the audience and identifying segments to target, to selling advertising slots and delivering targeted ads - everything can be managed via a single platform.
Neodata enables you to sell your TV advertising inventory in Addressable TV mode, thanks to real-time audience profiling and targeted delivery technologies. Our technologies have been adopted by the three main Italian broadcasters.
Our ability to integrate first-, second- and third-party data, on-line and off-line, including consumer surveys, enables broadcasters to personalize their advertising offer on connected TV platforms. At the same time, the inventory value grows, thanks to the richness of user profiles made available to advertisers and to the possibility of monitoring campaigns performance in an unprecedented manner.
The tracking, analysis and profiling technologies are those deployed in our DMP, exaudi.
Data are acquired from decoders, SmartTVs, set-top-boxes and connected devices; any available data contribute to profile users based on their contents consumption habits. Integrating those data with additional sources, such as consumer surveys or subscription data, for instance, allows to infer the household composition and to associate the viewed contents with each individual in the household.
Reports and real time dashboards help analyse profiles and contents consumption, to better inform decision-making around the advertising offers as well as the offering/recommendation of pay-per-view contents and the scheduling.
Once advertising slots are sold, the real time delivery module, the adserver ad.agio, delivers ads based on the viewer's individual profile that's connected in that very moment. An Order Management module designed by Neodata and natively integrated into the ad server can be activated at any time.
Our offer includes a Content Recommendation engine designed to optimize click-through.
If you use ad.agio or exaudi, our DMP, our support team can help you manage your campaigns, from the planning phase to the upload of your creative contents or the development of specific templates. You can either call us on demand or book a continued support service, available in Italian and English.
Would you like to analyse your available data in more detail, with a view to gather insights that can better inform your strategic decisions? Would you like to fully leverage the DMP data through ad hoc reporting, to measure your specific KPIs?
If you don't have a team of Data Scientists in your organization, we do, and we can help. Neodata's core nature is Data Science and our team of experts is at your disposal, either on demand or for longer term projects at your premises.
Our objective is to make your life easier and make sure you can manage analysis independently if that's your wish, so we'll provide you with models that you can use and share without our intervention, and we'll arrange training sessions on demand.
Investing in advanced audience analysis technologies means embracing a data-driven culture where decisions derive from knowledge more than from assumptions.
A culture like this impacts the entire business – believing it’ll automatically and instantly permeate people and processes is a little naïve.
Moreover, figuring out how to read and use the audience data provided by the platform at a strategic level is a critical task, as it’s got the power to generate evidence-based alignment in your organization.
Neodata’s consulting team has expertise in marketing, change management, project management and data analysis / BI. We can also provide technical staff to manage segmentation and trafficking upon request and we offer training services.
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