Auditude CRO Mike Gaffney discussed the company's live event targeting capabilities and future plans.
AdExchanger.com: What targeting options can you offer a marketer with insertion of video ads in a live video stream? Is it possible to understand age, gender and geographic location, for example?
MG: Auditude can target users by age, gender, demographic and other behavioral target segments. We can also offer marketers exclusivity within a single ad pod, which contains multiple ads, exclusivity across multiple ad pods and targeting by position within a pod.
Given the broadcast nature of a deal such as this, is it a far leap for Auditude into digital TV?
There is a tremendous amount of disruption in the traditional television market. All of our customers are moving aggressively to offer more content on connected devices like the iPad, iPhone and Android as well as live content. It is Auditude's mission to offer ad management no matter where a digital video plays whether it be online, VOD, mobile or via IPTV.
A year from now, how will international business play a part of Auditude's business?
Auditude currently has a presence in Europe through our London office and one of the largest European destinations as a customer in Dailymotion, based in France. Our partnership with Allied Pacific Sports Network is exciting due to the proliferation of mobile devices and the higher rate of consumption of online and mobile video. Our initial focus for international expansion is in Europe followed quickly by Japan/Asia. A majority of Auditude's revenue will come from US-based business in 2011 but we expect
that international business will grow as a percentage of revenue over the next couple of years.
By John Ebbert