March 9, 2012
Turn Media Platform Winter 2012 Release Introduces Real-Time Brand Safety and Dynamic Video Bid Optimization Features
Turn Media (www.turn.com) recently introduced new features to its cloud-based Turn Media Platform, which provides marketers with a comprehensive set of tools for the precise execution of advertising campaigns. The Winter 2012 Release includes the industry's first real-time brand safety controls, new contextual data from best-of-breed vendors, and robust video advertising optimization features. In an industry first, Turn Media Platform applies contextual targeting and brand safety rules in real-time at the impression level, before inventory is purchased. Rules are "universal," meaning they are applied consistently across every exchange, ad network and direct publisher media purchase in a campaign. "By understanding page content, marketers can bid with confidence in real-time bidding markets," said Ming Wu, vice president of trading at Accuen, in a news release. "That's why we need partners who offer actionable information for understanding and reaching target customers in a way that ensures both relevance and brand safety."
The new contextual targeting capabilities in Turn Media Platform increase the relevancy of advertising by correlating the content of a Web page with the content of the advertisement being displayed. Advertisers can create custom rules for buying inventory next to specific types of Web page content; for example a travel advertiser might only want to place advertisements on Web pages about warm weather.
New robust brand safety controls help advertisers avoid placing ads next to content that does not align with their brand values.
Finally, new dynamic video bid optimization features expand Turn Media Platform's cross-channel capabilities. These features enable marketers to adjust the price paid for in-stream or mobile video inventory based on specific performance goals.
Three leading contextual information providers — AdSafe Media, Crystal Semantics and Peer39 — are the initial vendors for this launch data. Information from these vendors will be integrated directly with Turn Media Platform alongside more than 100 partners that are already part of the Turn best-of-breed ecosystem. Furthermore, advertisers can easily switch on data from a single provider, or multiple providers, as part of their campaign set-up process.
Turn Media Platform gives advertisers the clarity they need to execute campaigns with precision. The easy-to-use, self-service interface puts data insights into action in real-time, helping advertisers more effectively plan, optimize, and analyze their marketing activities.