TriVu Media Building the World's Largest Content-Qualified, Pre-Bid Video Advertising Index

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Ambitious startup extends broadcast-style planning and outcomes to online video ad buying.

As with television buys, advertisers can now determine the scenarios that will work best for their advertising message based on actual video content, and not just site lists. - Paul Calento, CEO, TriVu Media

Today, during ad:tech San Francisco, TriVu Media, the benchmark provider of broadcast-style advertising data for online video, publicly announced an ongoing initiative to build the world's largest index of advertising information about online video inventory. The innovative, pre-bid system, called TVm, matches up billions of video advertising opportunities for auction/sale on various exchanges and demand-side platforms, with highly detailed information about the actual video. Data provided includes position and content detail, down to the video level, which is not consistently available on other platforms.

At the heart of TriVu Media's TVm, is patent-pending technology, which was developed by President and Chief Technology Officer, Michael Sullivan. System development was also based on customer input from the TriVu Media advisory board, a proverbial “Who’s Who” of media leaders. "Scale, complexity and latency are the enemies of a pre-bid advertising database," stated Sullivan. "To address these concerns, we've built a flexible, cloud architecture, using Big Data principles to actually look within the video itself. TVm not only answers the questions advertisers want to know today, but also collects the data to identify the patterns they don't even know they want to know about yet, without having to re-run the data. This is a game changer."

Advertisers can implement their own buy-side strategies, such as reaching “active moms” or “male, zombie-loving millennials,” to effectively create their own video network, with full transparency, including the ability to see video-level information before the buy occurs, in order to determine what to buy and for how much. The system is data/source/partner agnostic, allowing an advertiser to get a consolidated view of inventory across multiple outlets simultaneously, and is already in use by several customers and DSPs.

TriVu Media's TVm index provides source-independent, pre-bid visibility into: video advertising opportunity type (within player or rich media ad unit); player size; required viewer engagement (auto-play or click-to-play); ad clutter (number of calls and related ads within the video); and detailed content information. There are over 65,530 combinations of selects available with pre-built optimizations for segments such as Consumer Packaged Goods (CPG); regional and national automotive advertising; shelter; and entertainment categories. Data can be viewed by the advertiser directly and transacted upon using an existing trading desk, DSP partner or via the TriVu Media professional services team.

"The oft-talked about broadcast-to-online video transition hasn't happened and won't unless something changes," stated Paul Calento, Chief Executive Officer. "Broadcast-style content visibility is the missing link. Until now, very basic video inventory questions haven’t been answered, even with so-called “premium” sources. Real data changes the very definition of “premium.” As with television buys, advertisers can now determine the scenarios that will work best for their advertising message based on actual video content, and not just site lists.”

TriVu Media is the first and only scalable information hub for pre-bid video advertising inventory data. Founded in 2012 by media veterans, Paul Calento, Miles Dennison and Michael Sullivan, TriVu Media utilizes its innovative video-level advertising information to improve the value of brand campaigns, with broadcast-style outcomes. The company aims to double the size of the video advertising market within two years, by providing TV-style content transparency to connected TVs, computers and mobile devices. More information is available at: and on Twitter at @TriVuMedia.

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Paul Calento
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