Undertone Creates Transparency in Automated Content Recognition (ACR) Market
March 12 2020 - 12:50PM
Business Wire
Undertone, the creator of cross-platform Creative Synchronized
Digital Branding for the world’s most prominent brands, announced
today that as part of its effort to eliminate confusion and promote
enhanced purchase practices surrounding Automated Content
Recognition (ACR) in the ad tech market, it has introduced an ACR
Buyer’s Guide and accompanying Workbook for brands who are trying
to buy smart TV viewership data intelligently.
It’s obvious that today’s US consumers are no longer
single-source viewers and we have to follow them where they are.
They may watch an average of 3 hours and 35 minutes of TV every
day, but it is broken up by a whopping 6 hours and 35 minutes of
digital time.* Marketers know this, but struggle to identify data
that follows this fragmented behavior. ACR is a welcome answer, but
only if eager vendors don’t create yet another ad tech situation
rife with misinformation and confusion caused by industry
infighting and over complexity.
ACR is a relatively new and growing form of viewership data
available in the marketplace, for which there are specific privacy
rules. It is collected from smart TVs whose viewers have double
opted in and can be used for omnichannel retargeting. But like
everything else in ad tech, this data must be scrutinized by people
who understand the space. For example, some vendors are offering
data that is not collected directly from the TV sets, while others
are offering data from TV sets outside the US. The numbers
sometimes just don’t add up.
“Data acquisition is a complex business," said Dan Aks,
President of Undertone. “It’s easy to be misled by either the scale
or the quality of the data offered for sale unless you know what
questions to ask the vendors, which include collection methods,
activated/optioned-in TVs, data latency and much more. Not asking
these questions leads to obtaining lower quality and less effective
data for retargeting. Indeed, data certification start-ups are
already forming.
“To help the marketplace make better decisions and prevent
misinformation, Undertone is making our ACR Buyer’s Guide available
for download here, and a Workbook that can be downloaded here.”
Brands may download them and use them to make better decisions,
whether they are Undertone clients or not.
“Our brand and advertiser clients are so hungry for good data
captured from linear TV and available for real-time retargeting on
digital platforms that we’ve sold 17 large deals just since the
start of the year,” Aks continued. “We’ve got the trust of some big
brands who came to us for omnichannel plans, and because we have
all that experience, we’ve become authorities in this new data
source. So for the sake of the industry, we’re sharing.”
About Undertone
Undertone, a division of Perion Network Ltd. (NASDAQ: PERI),
provides cutting-edge technology solutions for the world’s leading
brands. Its proprietary Creative Synchronized Digital Branding
combines data, distribution, and creativity to deliver cohesive
stories across all critical touchpoints: screens, platforms and a
transparent, customizable list of elite publishers. The AI-driven
platform eliminates fragmentation, delivers much-needed revenue for
publishers and, most importantly, ensures brand messaging is
contextually relevant. Undertone creates stunning campaigns that
align with KPIs—always with beautiful creative and in brand-safe
environments. Learn more at www.undertone.com.
*Average Time Spent with Media in 2019 Has Plateaued (eMarketer,
May 31, 2019).
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version on businesswire.com: https://www.businesswire.com/news/home/20200312005628/en/
Dan Aks, daks@undertone.com
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