PeerLogix Executing on Over-the-Top (OTT) Audience Targeting Strategy While Satisfying New Use Cases
NEW YORK, NY, June 26, 2018 (GLOBE NEWSWIRE) -- A year ago PeerLogix had a vision – to provide actionable Over-the-Top (OTT) viewership data to brands and agencies so they could continue to communicate with households that prefer streaming services rather than linear TV. Colloquially named “cord-cutting,” there has been an exodus of viewership from traditional, linear TV to the many alternative platforms and devices available today. Consumers now have more options than ever to watch premium programming when and where they want on any device.
PeerLogix sees a massive amount of raw viewership data – over 50,000 premium shows and movies across dozens of streaming platforms. We take this vast amount of fragmented global OTT viewership data and package it into a valuable data product made available for purchase and trade in the advertising industry.
This objective started with our engineering team, which was tasked with segmenting billions of data points of raw OTT viewership and classifying media preferences by individual household, right down to the precise shows and movies streamed. Leveraging our partnership with Neustar, a leader in identity resolution, each streaming household is then associated with cookies and mobile device IDs, which enables targeting of specific individuals with advertising based on their media-streaming preferences.
The industry has listened. Recently, we partnered with leading channel partners, powering many of their advertising solutions, addressing OTT and streaming viewership. Our partners now include the majority of prominent advertising and Data Management Platforms (DMPs), including Salesforce, Nielsen Marketing Cloud, Lotame, LiveRamp, adsquare, and the market-dominant ad-buying platform, The Trade Desk. Our relationships are bearing fruit, with initial revenues back to the company last quarter.
With our channel partner relationships well established, we have shifted our focus to end-client demand, working hand-in-hand with internal sales teams to help fulfill advertiser requests from content producers, studios, networks, and brands for targeting based on specific entertainment affinity. This includes content title, location, broadcast network, studio, or even actor and actress. We look forward to expanding our team to maximize the revenue potential with each of our partners.
Outside of advertising, we have expanded revenue streams by licensing our OTT viewership data to content owners and streaming OTT networks. We recently partnered with a leading OTT television network, which is using PeerLogix’s four-year historical viewership library to analyze movie and programming demand trends around the world. This allows them to use the analyses for content procurement and buying decisions. The real-time and historical data we provide is critical to their profitability and it enables them to generate a better return on content investment. The company’s data is the only commercially available source of viewership on this scale and provides one-stop access to content demand across markets worldwide. We will be seeking similar partnerships throughout the year as the number of OTT streaming networks increases rapidly.
Finally, we are supplementing the existing services available in the market today for measuring viewership. We see a tremendous amount of OTT viewership on a global scale and are the sole provider of this data, having been granted patent protection in Q1 of this year. Comprehensive viewership data is critically important to content producers for negotiating distribution rights as well as product placement opportunities. We are establishing ourselves as a leader in product placement valuation as content producers seek additional revenue streams from streaming households that regularly watch programming on platforms without ads. We are preparing to focus on launching sales efforts into this expansive market and to establish additional partnerships that will ensure our data is leveraged by some of the most prominent content producers and agencies in this rapidly growing area.
We are excited about the past 12 months, having built what we think is a repeatable engine for the data we collect, segment, and make available for ad targeting. We are even more excited about the future – how we can take this knowledge and successfully respond to the demands of new markets.
We look forward to continuing to report on our progress, new ideas, and corporate developments and thank you again for your continued support.
PeerLogix is an advertising technology and data aggregation company providing a proprietary software as a service, or SAAS, platform which enables the tracking and cataloguing of over-the-top viewership and listenership in order to determine consumer trends and preferences based upon media consumption. PeerLogix's patent pending platform collects over-the-top data, including IP addresses of the streaming and downloading parties (e.g., location), the name, media type (whether movie, television, documentary, music, e-books, software, etc.), and genre of media watched, listened or downloaded, and utilizes licensed and publicly available demographic and other databases to further filter the collected data to provide insights into consumer preferences to digital advertising firms, product and media companies, entertainment studios and others.
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