Frankly, the content engagement and monetization platform, just rolled out Frankly Data, its new ad targeting programme for publishers to drive digital revenues.
Frankly rolls out new data solution
The programme has been integrated into the company’s platform as a data-as-a-service product. It lets publishers deliver cross-platform, targeted audience segments with operational marketing support. It features first, second and third-party data coming from Frankly’s own web, mobile and OTT platforms, but also offers strong sales support at a local field sales level for an end-to-end sales process aimed at pushing incremental digital revenues for traditional local media companies.
In addition, the data and tech platform has partnered with Krux and Reveal Mobile to give clients additional services such as data management, GPS and Bluetooth beacon-enabled services for mobile ad campaigns.
Krux is a data management platform that collects and analyses rich data across a variety of digital properties operated by TV stations. This data is then segmented into scalable audiences to reach across a variety of devices.
Reveal Mobile offers location data features with GPS and Bluetooth beacon-based audience targeting to build mobile audience analytics from billions of location data signals.
William Ammerman, Head of Advertising at Frankly, says:
“We’re excited to put together a very innovative program using our technology and unique data insights, as well as to partner with leading companies such as Krux and Reveal Mobile, to produce actionable user insights and support robust advertising revenue streams for our station partners. The Frankly Data program will be spearheaded by our recently joined VP of Sales, Eric Burns, a proven industry veteran with executive experience at some of the world’s leading data and media companies.”
Once activated, Frankly Data aggregates consumer data including an individual’s location, demographics, behaviours and interests according to their activity across the web, mobile apps and third-party data.
Brian Handly, CEO at Reveal Mobile, adds:
“The team at Frankly recognizes the need to solve the complex challenges of mobile advertising revenue. Location-based audience segments that are in-demand from their customers’ advertisers are a key component of addressing those challenges. We are proud to serve as a critical part of their overall solution, and will continue to work with them to help media publishers get the most out of their ad targeting strategies.”