Tremor Video DSP, a programmatic video platform, and Cuebiq, a location intelligence and measurement company, have announced a partnership to deliver a geo-behavioural targeting solution on OTT devices. As part of a preferred partnership, MullenLowe Mediahub will be the first agency to execute this innovative audience hyper-targeting for its clients.
“Our partnership with Tremor Video DSP has enabled our clients to leverage OTT strategically using custom geo-behavioural audiences,” said Jade Watts, SVP, Group Media Director at Mediahub. “We are excited that our clients will be the first to benefit from this unique offering to meet their brand objectives.”
Brands that use Tremor Video DSP’s Proximity Plus solution – which is powered by Cuebiq’s insights – can now extend this advanced targeting to full episode, fully viewable and fraud-free inventory on the biggest screen in the house via Connected TV (CTV). Cuebiq, which has the largest, most accurate location database in the US, leverages its proprietary SDK methodology to collect location data from opted-in, anonymous users. Its intelligence platform leverages machine learning algorithms to analyse the data, understand dwell time and visit frequency, and identify anonymous geo-behavioural patterns at scale to help marketers map and measure the consumer journey. This also allows advertisers to reach relevant households on any screen where they’re watching video.
“Our partnership with Cuebiq represents an exciting next phase in our ongoing commitment to advancing video across all screens including CTV,” said Abbey Thomas, CMO, Tremor Video DSP. “Applying insights about offline consumer behaviors to the TV screen is an exciting value proposition for marketers and we are committed to investing in opportunities that allow brands to meaningfully connect with their audiences watching CTV.”
“Tremor Video DSP has a proven track record of bringing new and dynamic media solutions to market, and we are thrilled to partner exclusively with them to take our leading geo-behavioural insights into the rapidly growing OTT space,” said Antonio Tomarchio, CEO, Cuebiq.