Home Ad Exchange News Conversant Debuts Personalized Video, Enhanced By Epsilon Data

Conversant Debuts Personalized Video, Enhanced By Epsilon Data


RajuAfter hinting it would bring more video inventory to market, Conversant acted on that promise Tuesday with the launch of a Personalized Video suite.

With Personalized Video, the company aims to link desktop and mobile video messages with both online behavioral attributes and offline sales data.

Because of its roots with display retargeter Dotomi, a big Criteo competitor, and its stable of retailer relationships, Conversant processes close to 2 billion transactions per month and can onboard and anonymize first-party, SKU-level data, said Raju Malhotra, SVP of products at Conversant.

In addition it can tap into a pool of 150 million anonymous consumer profiles, each representing 19 cookies, three or more devices and three email addresses on average, which Malhotra claimed helps marketers persistently identify their customers across devices.

“We’re now taking advantage of Epsilon data sets from various verticals, which helps us build one view of the consumer,” Malhotra said. He noted the expansion of Conversant’s data assets by overlaying Epsilon data is conducted anonymously and within a tight privacy framework. 

Although Conversant does not categorize the Personalized Video suite as a video demand-side platform, its platform, tailored for mobile and display, previously lacked complete video execution capabilities.

Last winter, Conversant added to its tech stack (which includes an ad server, DSP and tag manager, among other tech) by acquiring SET Media, a small video ad platform that served as one of the building blocks for Personalized Video. Malhotra said SET Media’s technology used machine learning to crawl a video file and identify what objects, celebrities or brand logos appeared in videos and what was resonating with a viewer.

“That information helps us place the most relevant video ads next to the most relevant contextual content,” he said. “We’ve evolved our personalization technology where we can do millions of [creative] expressions per day, overlaying different text, images and calls to action based on insights from our large scale of consumer profiles.”

Conversant’s platform has supply-side integrations to 25 of the large RTB exchanges with 2,700 demand-side clients, including brand-direct, agency trading desks and other DSPs.

Last winter, it rolled out a private exchange called Conversant Private Exchange with hooks into 6,000 publishers like the Los Angeles Times and Washington Times.

“This gave us exclusive, direct publisher relationships for mobile, display and video,” Malhotra said. “With our scale on the demand side, we can monetize their inventory in a very effective way.”


AdExchanger Daily

Get our editors’ roundup delivered to your inbox every weekday.

Personalized Video is generally available today and a large automaker and two specialty retailers are beta testing the platform, the company said.


Must Read

Comic: Ad-ception

The New York Times And Instacart Integrate For Shoppable Recipes

The New York Times and Instacart are partnering for shoppable recipe videos.

Experian Enters The Third-Party Data Onboarding Business

Experian entered the third-party data onboarder market on Tuesday with a new product based on its Tapad acquisition.

Albertsons Takes Its First Steps Into Non-Endemic Advertising, Retail Media’s Next Frontier

Albertsons is taking that first step into non-endemic advertising next week via a partnership with Rokt to serve ads to people who have already purchased groceries.

Privacy! Commerce! Connected TV! Read all about it. Subscribe to AdExchanger Newsletters

Marketecture Buys AdTechGod (No, Really)

Marketecture has acquired AdTechGod – an anonymous ad tech Twitter poster turned one-man content studio – and the AdTech Forum, an information resource hosted by AdTechGod and Jeremy Bloom.

Why The False Advertising Lawsuit Against Poppi Is Bad News For RMNs

This week’s dispatch explores the new trend of false advertising class-action suits in the food and CPG industry and how the evolution of online, data-driven retail media could exacerbate the problem.

Seedtag Acquires Beachfront For Deeper Roots In TV And Streaming

Contextual ad platform Seedtag acquires Beachfront, a supply-side platform that specializes in TV and video.