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

Conversant Debuts Personalized Video, Enhanced By Epsilon Data

SHARE:

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.”

Subscribe

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

Scott’s Miracle-Gro Is Seeing Green With Retail Media

It’s lawn season – and you know what that means. Scott’s Miracle-Gro commercials, of course. Except this time, spots for Scott’s will be brought to you by The Home Depot’s retail media network.

Walled Garden Platforms Are Drowning Marketers In Self-Attributed Sales

Sales are way up; ROAS is through the roof across search, social and ecommerce. At least, that’s what the ad platforms say.

Comic: Working Hard or Hardly Working?

Shadier Than Forbes? Premium Publishers Are Partnering With Content Farms To Make A Quick Programmatic Buck

The practice involves monetizing resold subdomains jammed with recycled MFA articles produced by notorious content farms.

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

Adalytics Claims Colossus SSP Is Misdeclaring IDs In Its Bid Requests

Colossus SSP, a DEI-focused supply-side platform owned by Direct Digital Holdings (DDH), is the subject of Adalytics’ latest report released Friday. It’s a doozy.

The Trade Desk Reframes Its Open Internet Vision As ‘The Premium Internet’

The Trade Desk is focusing beyond the overall “open internet” and on what CEO Jeff Green calls the “premium internet.”

Comic: Welcome Aboard

Google Search’s Core Updates Are Crushing Sites And Reshaping The Web

Google Search, the web’s largest traffic and revenue generator for two decades, is in the midst of sweeping overhauls that have already altered how users are funneled around the internet.