SAN JUAN, Puerto Rico\u2014Combine a variety of data assets with an in-house creative agency and you have what Tremor Video DSP calls creative video intelligence. \u201cEverybody has data strategies, but we\u2019re going beyond just connecting to a specific consumer and really thinking about what that message is and means in that moment,\u201d says CMO Abbey Thomas. \u201cTo make that ad call or that impression or that wow factor all that much more impactful for a brand.\u201d<\/p>\n
Since its acquisition<\/a> by Taptica in the summer of 2017, Tremor Video DSP has added to its \u201cbevy of supply partners\u201d while its exclusive data partnership with Alphonso is headed for expansion into Canada, Thomas says in this interview at Beet Retreat 2018<\/a>.<\/p>\n Given thousands of different operating systems and video formats, the company doesn\u2019t see its in-house creative offerings as a threat to agencies.<\/p>\n \u201cI think in the digital world it\u2019s a huge asset to have a partner that can take a heavy hand in creative production and ensure that those assets are going to resonate on whatever that different system is,\u201d says Thomas. \u201cWe\u2019re not taking the place of the creative agency. We\u2019re just being a best friend to them to help ensure that their ad creative is delivered in the best experience possible.\u201d<\/p>\n Asked about the balance between dynamic creative optimization and human input, Thomas believes it all starts with advertisers\u2019 goals. \u201cObviously with something like a local dealership you\u2019re going to need some sort of DCO solution,\u201d she says.<\/p>\n In the quest for omni-channel video delivery and audience targeting, algorithms and varying KPI\u2019s pose many challenges. \u201cIn actuality, video is difficult. It\u2019s not an easy thing to do. Our CTO would tell you that\u2019s not the easiest thing to build, so we\u2019re owning video specialization.\u201d<\/p>\n In addition to adding supply partners, Tremor is always looking to make stronger and more attractive data offerings. Thomas cites the three-year relationship<\/a> with retargeting specialist Alphonso TV, calling it \u201ca wonderful partner\u201d and noting \u201cthis year we are taking the Alphonso product into Canada, which is a great extension of our U.S. existing business. Canada clients have been asking for the ability to do TV retargeting and we\u2019re very excited that we can bring that to them.\u201d<\/p>\n Observing the abundance of \u201copen\u201d data partnerships in the industry, Thomas sees a \u201clack of control that happens when data is available in so many different places. Tremor\u2019s exclusive arrangement with Alphonso<\/a> \u201callows us to place controls that benefit the advertiser, such as type of share of voice they\u2019re buying on or exclusivity.\u201d<\/p>\n