Online Video Vendor Videology Inks Deals with More Data Providers

In a pair of deals that expand its slate of data providers, online video ad technology firm Videology has partnered with database marketing service I-Behavior and WPP's shopping data firm Kantar Shopcom for additional online audience insight. We spoke with Brad Herman, Chief Supply Officer at Videology, and he shared more details on Videology's approach to the online video market. These new deals help Videology tap into in-store behavior and demographic data. Videology draws on partnerships with about 20 third-party data providers to help marketers target audiences online, Herman said. "If advertisers want to reach men 18 to 34 who are sedan buyers, they can go into the platform and identify them in a granular manner and price and execute," Herman explained. Videology works with a range of companies including ad exchanges, ad networks, syndicators, content aggregators, premium publishers and others.The company just rolled out a new product in its publisher audience and analysis platform that is designed to "bring the supply side and the demand side" closer together for media planners, he said. Videology recently released a study on effectiveness of cross-platform media buys.

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