Videology – a video advertising platform provider for advertisers, agencies and publishers – has confirmed the signing of a new deal with digital marketing technology company AudienceScience that sees Videology selected as the first video platform to be granted access to its data.
The agreement gives Videology’s agency and advertiser partners access to behavioural and inferred demographic data covering approximately 95 per cent of UK and Irish internet users, with immediate effect.
The 100+ segmented profiles of these users will significantly enhance the ability of Videology’s clients to drill down into behavioural sub-categories with tailored messaging, meeting the needs of advertisers and agencies who want more granular targeting capability for their video ad campaigns at a product category level.
The profiles are sourced from a range of vertical websites with content including automotive, business, lifestyle, sport and shopping. Consumer on-site activity is used to define both behavioural interests, but also socio-demographic groups and status, such as mums-to-be and students.
“Being selected as the first video platform to be granted access to AudienceScience data provides enhanced granularity and targeting potential for our UK and Irish clients. Delivering targeted campaigns at scale is the holy grail of programmatic buying. By adding AudienceScience to our already strong roster of data partners we are now offering this at a granular, sub-category level, a first at scale for the UK market,” said Anne de Kerckhove, EMEA MD at Videology.
AudienceScience works with a network of content publishers to provide an in-depth, anonymised view of the interests and behaviours of 4over 40 million consumers in the UK and Ireland. Videology joins the first wave of third parties to access and integrate this data. The initial partnership covers the UK and Irish markets, with the option to extend coverage into other markets globally at a future date.