Less than a year into the integration of Tremor Video DSP\u2019s demand-side business with Taptica, what\u2019s now known as Tremor Video DSP is pursuing global expansion with Taptica while increasing partnerships with data providers and supply-side platforms. \u201cIt\u2019s been a great nine months or so since then. We really have found some seriously important synergies with Taptica,\u201d says Tremor Video DSP CEO Lauren Weiner.<\/p>\n
High on the list of priorities is taking advantage of Taptica\u2019s<\/a> global footprint, Weiner explains in this interview with Beet.TV at the IAB Video Symposium<\/a>.<\/p>\n \u201cThey have offices in 15 different markets and we\u2019re currently planning our global strategy, likely starting with Japan and Korea.\u201d<\/p>\n Both Taptica and Tremor Video DSP are \u201cvery focused on using data as a differentiator to make sure that advertisers are connecting with the exact right consumer at the right time,\u201d Weiner adds.<\/p>\n Another benefit to their relationship is that both are 100% focused on the demand side. That Tremor Video DSP also had a big presence on the sell-side was a key reason attributed to its divestiture of its SSP, as AdExchanger reports<\/a>. The SSP is now called Telaria.<\/p>\n With technology considered by advertisers to be \u201ctable stakes,\u201d data is now front and center, according to Weiner.<\/p>\n \u201cCertainly, technology has to be built to optimize to the metrics that they care about most, whether it\u2019s viewability or completions. But really the differentiation is either coming from the data or from the inventory.\u201d<\/p>\n Hence Tremor Video DSP\u2019s expanding \u201cunique data partnerships.\u201d In December of 2017, Tremor\u00a0Video DSP\u00a0announced<\/a> its capability to offer enhanced connected-TV campaigns leveraging exclusive data targeting from Alphonso.<\/p>\n \u201cIt allows us to find an advertiser\u2019s marketing plan on TV and retarget them exactly on that same plan on a mobile device, so they can fully own what we call the modern living room,\u201d Weiner says.<\/p>\n Whereas Tremor Video DSP\u2019s DSP used to make all of its buys with its own SSP, the focus now is on diversification.<\/p>\n \u201cWe of course are still an important customer of Telaria, but we are looking to work with other video-specific SSP\u2019s, other mobile-specific SSP\u2019s. We\u2019re looking for SSP\u2019s that have global inventory and also ones that have unique inventory that\u2019s specific to certain marketers\u2019 needs, whether it\u2019s liquor-compliant inventory, long-form inventory or other sorts of more scarce inventory,\u201d Weiner says.<\/p>\n