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WideOrbit, a provider of advertising management software for media companies, and 4C, a specialist in data science and media technology, are working together to enable advertisers to use insights from social media activity for enhancing audience targeting in programmatic TV buying.
Through the partnership, 4C will help advertisers leverage social media engagement and affinity data and other data sets to identify the best placements for brands on broadcast TV and cable network inventory available through WideOrbit’s WO Programmatic TV marketplace.
“Integrating 4C’s analytics with WideOrbit’s programmatic marketplace delivers a quantum leap in TV audience targeting by introducing insights from social media to the buying process,” said Ian Ferreira, EVP Programmatic at WideOrbit. “Collaborating with 4C is compelling because we can offer buyers the ability to build media plans that combine the high engagement of social media with the reach and impact of television.”
“Leveraging WideOrbit’s programmatic TV platform will help 4C further transform media buying by applying our advanced data science,” added Dr. Alok Choudhary, Founder and Chief Scientist at 4C. “Integrating 4C’s multi-screen intelligence with WO Programmatic TV will empower brands to continuously optimise their media budgets by reaching the right audiences with the right messages at the right time.”