TidalTV Rebrands as Videology with First Market-Agnostic Addressable Audience Platform

AOL Video signs on as inaugural publisher platform client for Videology solution that expands potential scope of addressable audience ad market with unprecedented analytic and measurement capabilities

BALTIMORE, Jan. 11, 2012 /CNW/ - Videology, Inc.—formerly known as TidalTV, Inc.—today announced the launch of its sell-side platform that complements and mimics the platform capabilities currently offered to media agencies, solving the growing disconnect between video advertisers' buying preferences and digital publishers' audience data.  Under its new brand, Videology is the first ad tech provider to offer an ad decisioning platform for all players within the video advertising ecosystem. AOL Video is the first publisher to sign on for Videology's sell-side platform.

"There is currently a communications disconnect between digital video buyers and sellers.  Publishers have the audience and advertisers want it. Yet, when they talk to each other, they're not speaking the same language," said Scott Ferber, Chairman and CEO, Videology.  "By providing a common platform solution, agencies and publishers can focus their attention on the bigger picture—providing the best audience-based solutions for advertisers."

Advertisers have moved faster than many publishers in terms of audience-based targeting.  As a result, publishers may be losing ad dollars, or at the very least, not fully capitalizing on the value of their brand. According to statistics cited by eMarketer, last year almost 50% of publishers had to walk away from new business requests because they were not able to provide the required audience segment data.

"We are thrilled to partner with Videology on their new offering to help us deliver on the full value of our brand in a way that better resonates with advertisers and their agencies," said Ran Harnevo, Senior Vice President, AOL Video.

The adoption of Videology's platform by publishers will vastly increase the audience data available, as publishers will gain insight into their total audience, as opposed to the small portion identifiable through a panel-based sampling.  More granular audience data would not only allow more scalable audience analysis and targeting,  but also greater insight into the consumer purchase cycle, or the ability to track ad exposure to online or offline sales which is so important to brand advertisers.  To this end, Videology has introduced several tools including BrandScore and SalesScore, and forged relationships with Polk, Korrelate and IRI, among others, which will now be available to publishers.  

Videology's expansion of its technology offering—and subsequent rebranding— follows the company's strategic alignment as an addressable audience platform provider, placing optimal consumer decisioning and performance measurement at the core of its business.  Ferber said that the company will continue to offer a media solution through the platform for those agencies who prefer a full-service solution, however, that will be just one part of the platform's value proposition. 

About Videology, Inc.

The Videology(SM) Addressable Audience Platform (videologygroup.com) is a screen-agnostic video advertising technology that works to connect brands with consumers.  Videology achieves this through mathematically-driven data analyses that allow us to target precise consumer segments—at scale—by demographics, psychographics, and behavioral segments.  This precise targeting permits advertisers to extract increased value from every media impression, and allows our content partners to monetize their audience more effectively. 

Videology, Inc. is headquartered in Baltimore, MD, with key offices in New York, Austin and London, and sales forces across North America.

For more information, contact Michele Skettino, Michele@videologygroup.com, 917-653-0073, or Hank Kim, hank@hankkimconsulting.com, 917-647-0500.

SOURCE Videology, Inc.

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