FORT LAUDERDALE — After having purchased mobile ad analytics firm Flurry and video ad tech outfit BrightRoll, which will be the name for all its ad tech, Yahoo is looking at combining the force of each to help TV companies retain viewers with cross-screen ad targeting.
Speaking with Beet.TV, Yahoo’s global TV and video partnerships chief Brent Horowitz says Flurry has access to data from two billion phones, while Yahoo’s data management platform tracks over 165 billion events every day.
“Twenty percent of ads on TV are for other TV shows,” he says. “Some of the early interest is certainly coming from a lot of entertainment brands trying to figure out, ‘How do I keep up with my consumers, how do I continue to market my content?’
“Cross-screen graphs are going to become critical. Yahoo’s built a tremendous cross-screen graph that’s well into nine digits (of users) and we expect that to be approaching close to all of our users by middle of next year.
“So that gives us and our clients the ability to, if you’re trying to market content, follow a given consumer across the variety of screens that we have access to. We think that that’s something that’s really unique.
This video was produced at the Beet.TV executive retreat presented by Videology with Adobe, AT&T AdWorks and Nielsen.
He was interviewed on stage by moderator Xaxis SVP Christina Beaumier.
You can find more videos from the Beet Retreat on this page.