Brightroll Extends Audience Targeting Offering

BrightrollProgrammatic video advertising platform BrightRoll has announced new partnerships with eXelate and Precision Market Insights from Verizon for advanced mobile audience targeting on the BrightRoll platform. BrightRoll offers a diverse suite of audience targeting capabilities and says this latest addition of brand name mobile data will enable advertisers to target their campaign audiences on both desktop and mobile.

“As consumers shift their video viewing habits to the small screen, brands are racing to reach those mobile audiences with relevant, timely video advertising,” said Tod Sacerdoti, BrightRoll CEO and founder. “eXelate and Verizon are trusted providers of large-scale mobile audience data, and we’re thrilled to welcome them to the BrightRoll platform to help our customers reach highly relevant, in-market consumers, regardless of device type.”

eXelate empowers marketers seeking to engage mobile consumers effectively with better insights and massive reach. Through server-to-server integration, BrightRoll customers will have access to eXelate’s taxonomy of demographic, intent and interest data. eXelate provides more than 8,000 data segments and reaches 800m unique users across verticals such as auto, travel, shopping, gardening, technology, entertainment and finance.

Precision Market Insights from Verizon provides privacy-safe solutions designed to address many of the challenges faced by advertisers today, including addressability, measurement and consumer experience. BrightRoll is the first video advertising platform to partner with Precision Market Insights, and says the direct integration will enable customers to accurately reach segments of a brand name mobile audience.

BrightRoll is offering the mobile audience data from eXelate and BlueKai to fully managed and self-service customers via the company’s programmatic buying console. BrightRoll is currently conducting pilot programs with select customers and expects to make the integrated data available for all clients later this summer.
BrightRoll says it will announce additional data partners in the coming months. The company’s first third-party mobile data partnership was with BlueKai, announced in April.