We all know that smart brands buy media placements that align with consumer interest. But what if brands could make those purchases ahead of the trends, in anticipation of future consumer interest?
The new platform will combine public big data sources such as Twitter, Google, Facebook, Reddit and other internet sources with GlassView’s extensive knowledge of the ad buying space, and run it through Upswell’s real-time analytics and proprietary algorithms to generate results that will guide the high-frequency ad trading.
For instance, using the technology, a brand might capitalize on a trending topic or celebrity tweet by buying advertising against media related to either. GlassView deployed the technology this spring, for example, for a fashion e-commerce client. Noting a spike in mentions and pageviews around Rihanna’s Comme des Garçons gown during this spring’s Met Ball, the beta version of GlassView Quick Draw™ allowed for immediate ad placement next to stories about the dress, which resulted in a spike in sales for the client.
Unlike financial HFT which gives disproportionate advantage to some institutions over others, the GlassView Quick Draw™ technology benefits advertisers and publishers alike. Publishers benefit by having early detection of trending topics. Consumers benefit because it allows publishers to write more timely stories that consumers are interested in.
“The benefits of this technology are limitless. It no longer makes sense for publishers to sell packages months in advance around pre-planned out editorial content in our up-to-the-second, media-obsessed world. Advertisers need a data-driven solution that allows them to get ahead of the trends,” said James G. Brooks, GlassView’s Founder & CEO.
Avinash Kaza, co-founder and CEO of Upswell and formerly of Goldman Sachs, noted, “In my former life on the trading floor, we always observed how speed and information were invaluable. GlassView is looking to apply those same principles on behalf of its clients. Bringing real time information and HFT to AdTech allows GlassView to increase ROI for both its advertising and publishing clients.”
While Business Insider and Reddit built their respective media brands by capitalizing quickly on trending topics, advertisers have been slower to exploit the idea. Madison Avenue has used HFT technology for media arbitrage – re-selling underpriced ads on the market – but not for ad placement.