BERLIN, April 11, 2018 /PRNewswire/ --
Rich multi-dimensional audience
segmentation
improves ad ecosystem efficiency
Fyber (FSE: FBEN), a programmatic trading technology platform,
announced today that it has enriched its data-driven segmentation
platform, Audience Vault, with demographic, interest and audience
data from the Nielsen Marketing Cloud, location data for offline
activities from PlaceIQ, and mobile app audience measurements from
Mobilewalla. This information is automatically imported into
Audience Vault, enabling publishers to create custom packages made
up of their most lucrative audiences and make them available
programmatically to their advertising partners. Because Audience
Vault includes data from various leading DMPs, publishers gain
audience insights across a larger proportion of their user
bases.
With this additional data, Audience Vault provides publishers
with insights about consumers that are essential in determining
their inventory's true value. These insights include-but are not
limited to-shopping habits, brand affinity, demographics, lifetime
value, and app usage. Without Audience Vault, publishers are forced
to rely on data scientists and multiple separate data integrations,
which can become very costly and result in unreliable data.
Fyber partnered with Ooma, Inc., a smart communications platform
for small businesses and consumers, to monetize their Talkatone
mobile VoIP calls app. As a beta partner, they were one of the
first to adopt Audience Vault as a way to sell audiences rather
than impressions. "With Audience Vault, we are able to understand
with a new level of granularity information about a meaningful
portion of our MAUs," said Ryan
Kluft, VP of Corporate development and head of mobile
advertising at Ooma. "We can now make smarter monetization
decisions, for example whom to target with our premium subscription
offerings."
Audience Vault imports audience data from Nielsen Marketing
Cloud, PlaceIQ, and Mobilewalla, which is then combined with the
publisher's first-party data, and Fyber's auction and engagement
data-such as video completion rates, click-through rates, bid
depth, etc. Using Audience Vault, publishers can now immediately
see the eCPM values of their audiences in the open marketplace,
enable rich multi -dimensional segmentation, create PMPs, and
change pricing-all from one console.
"We are supporting the idea that more bid data needs to be
shared between publishers and DSPs," said Roni Anavi-Fass, VP of Product at Fyber.
"Inventory has become increasingly multi-dimensional and it is
important for both parties to understand why the other is buying or
selling an impression. We are confident that by sharing data
through the Audience Vault, publishers will benefit at least as
much as DSPs who leverage this same data for their own
targeting."
These data-driven insights improve the efficiency of the entire
ad ecosystem by enabling advertisers to target users more
effectively. Using Audience Vault, publishers can stream impression
opportunities that advertisers care about most, thereby becoming
preferred suppliers for buyers.
About Fyber
Fyber is a global technology company, developing a next
generation platform for the programmatic trading of ads, in a
data-driven environment. Its mission is to fuel the creation of
quality content by empowering digital publishers and app developers
to unlock the true value of their advertising properties through
advanced technologies, innovative ad formats and data-driven
decision-making. Fyber's technology platforms enable cross-device
advertising with a global reach of more than 1.2 billion unique
monthly users, and has a strong focus on video advertising. Fyber
was founded in 2010 and has offices in Berlin, Tel
Aviv, New York,
San Francisco, London and Beijing. The Company employs more than 300
people globally and is listed on the Prime Standard of Frankfurt
Stock Exchange under the symbol 'FBEN'.
CONTACTS:
Investor contact:
Fyber
Sabrina Kassmannhuber
ir@fyber.com
Marketing contact:
Fyber
Einav Dinur
Einav.Dinur@fyber.com
PR contact:
SparkPR
Travis DeLingua
Fyber@sparkpr.com
+1-6462-916-037
SOURCE Fyber