Trend Advertising Platform Gives Agency Trading Desks and In-House Programmatic Access to Real-Time Trend Targeting Data through Virtual PMP
Taykey, a real-time audience data company that provide companies with intelligence surrounding the brands, people, products, and events in real-time, has rolled out Virtual PMP. The new technology will help programmatic buyers place their ads in a brand-safe territory.
As a reliable real-time audience data company, Taykey responded to programmatic buyers rising demand for inventory quality, relevance, and safety by opening programmatic access to its Trend Advertising product via the TradeDesk and AppNexus. Growing awareness of inappropriate content and fake news has increased brands’ anxiety about where their ads appear.
Virtual PMP by Taykey are integrations acting like a “virtual” private exchange. They allow trading desks and other programmatic buyers to use Taykey’s real-time trend data to identify relevant and quality environments at scale with URL-level precision. Programmatic buyers, however, no longer have to worry about the limited scale, complexity, and high cost that typically burdens traditional PMP approaches.
Commenting on the news, Amit Avner, founder & CEO of Taykey, stated, “Today, programmatic buyers don’t have the right tools to pinpoint and target quality, relevant content in real-time and at significant scale. With Taykey’s push into programmatic, we are continuing to deliver on our vision of enabling a Prime Time advertising experience across today’s massively fragmented media landscape. We look forward to providing programmatic buyers with the opportunity to apply our data to reach their audiences during moments of peak engagement at significant scale.”
Taykey’s expanded programmatic offering comes amid lingering brand safety challenges for buyers and continuing difficulty in aligning campaigns with relevant content in a world of rapidly shifting audience interests. Buyers have attempted to solve this challenge via Private Exchanges but such solutions have lacked scale and the ability to adapt in real-time due to their largely manual approach.
Taykey Trend Advertising uses real-time trends for specific audiences to inform ad placements, eliminating the guesswork typically associated with identifying the appropriate context for display and video campaigns. Audience trends are validated using data from across leading social platforms and thousands of publishers. As an additional safety layer, Taykey’s Dynamic Blacklisting feature analyzes the sentiment of every trend and goes beyond simple exclusions to block content with a negative or controversial sentiment.
How Virtual PMP Works
Taykey’s technology scans social networks and thousands of popular websites to understand what’s trending for specific audiences. Taykey’s Trend Advertising platform then identifies hundreds of specific articles and videos directly related to trending content to maximize relevance. The platform’s sentiment detection capability also allows the Taykey to exclude negative or controversial trends as an additional safety layer.
Buyers using TradeDesk and AppNexus can now simply check a box to access pre-defined audience segments or customize their audience definition in Taykey’s platform. From there, Taykey identifies hundreds of relevant articles and videos for the audience and automatically sends these URLs to these platforms for targeting. URL lists continue to update in real-time as audience interests change.
Programmatic buyers can maximize the true capabilities of Trend Advertising by expanding reach across Google Display Network and YouTube, in addition to the as well Virtual PMP available via The Trade Desk or AppNexus. Taykey’s proprietary technology acts as a third party buyer on GDN and YouTube.
Taykey caught the attention of programmatic marketplace in the US by disclosing how it used social chatter and sentiment analytics to predict the winner of the Academy Awards. Here’s the infographic on Taykey’s Oscar predictions.