![]() Kargo expects to finish integrating Parsec’s technology into its business within the next three to six months. “The cookie and behavioral targeting are going away, so advertisers are going to be searching for new ways to prove they can get results,” Kargman said. The results can be measured by the total time of exposure, average time of exposure and other attention-based metrics. A machine learning algorithm will weigh various factors, including the ad creative itself and targeting parameters, such as the presence of first- and third-party cookies, time of day, IP address and context, to determine the best approaches for driving attention. The technology Kargo is buying also includes an optimization engine for A/B testing the cost per second of different ad placements against each other. “Most advertisers, if they’re going to pay you based on any kind of currency, want a trusted third party to verify it,” Kargman said. The code also triggers third-party verification engines. When an ad is served, the code triggers an event to measure how many seconds the ad remains on-screen. The underlying code requires an integration on the publisher side and allows nonstandard, non-IAB ad formats to be served programmatically on the open web. Kargo’s cost-per-second metric will include third-party verification from providers like Oracle’s Moat Analytics. Kargo will use Parsec’s tech to develop its offering for advertisers to purchase against seconds of on-screen exposure, said Kargman. Our desire was to focus on measurement,” Guldimann said. “We realized you can’t really run media and measurement under one roof. The decision to sell Parsec’s assets was driven by the need to separate Parsec’s media-focused business from Adelaide’s measurement-focused business, according to Guldimann. Parsec Media launched Adelaide as a performance tool for brand marketing in 2019 and later spun it off into its own company with the same ownership. And Kargo also gets the tech stack Parsec built to measure and package attention data for sale to advertisers, said Adelaide Founder and CEO Marc Guldimann.
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