Most recently, clypd announced support for transactions on age/gender primary targets across all sales business models. What follows is a review of the age/gender components that premium media companies and TV buyers are realizing through the clypd platform.
Age/Gender Primary Targets: Advanced data solutions are undoubtedly elevating the way that media companies might engage with media buyers. However, while we are in this transition period, organizations will tend to stick with their traditional transactional models which renders age/gender primary targets a necessity, even as we move towards a programmatic TV world.
clypd Transact’s support for demography primary targets allows traditional television buyers and television sales teams to engage using currencies that they know intimately while leveraging advanced audience segments as secondary targets.
These secondary targets are used throughout the lifecycle of a programmatic television transaction:
- Planning: The clypd product suite includes planning tools which deliver forecasted viewership and pricing across various levels of targeting and campaign scheduling parameters.
- Proposal/Schedule Creation: clypd Optimize considers the primary and advanced audience targets of the campaigns along with the pricing rules set by the media owner as it makes scheduling decisions which result in a yield-optimized schedule for the media owner.
- Reporting: Campaign performance can be monitored mid-flight through reports that deliver performance metrics across the various targeting measurements, allowing for mid-flight course corrections.
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