Premion Launches Data Management Platform

Tegna’s OTT ad solution platform Premion today launched its proprietarily-built data management platform (DMP) called Premion Audience Selects that includes 2,000 first-party unique over-the-top (OTT) audience segments.

Premion Audience Selects “is a first-of-its kind DMP that will increase the value of OTT ad impressions and provide accuracy, trust and transparency as well as cross-platform reach and measurement for advertisers,” according to Tegna. Premion targets local, regional and national advertisers and agencies.

Premion has partnered with MadHive, a developer of video and data solutions for the media and advertising industry, and 4INFO, an identity and engagement solutions company, to launch Premion Audience Selects. 

Powered by proprietary technology, Premion Audience Selects delivers true OTT audience insights such as demographics (age, gender, geography, etc.), household details (homeownership, education, political affiliation, children in household, etc.) and buyer interest and intent in a variety of categories (such as home, auto, travel, shopping, etc.). Through Premion Audience Selects, advertisers will now be able to target specific audience segments such as auto intenders, travel enthusiasts or homeowners.

“Premion Audience Selects is the industry’s first DMP to bridge the gap between OTT data collection and audience segmentation. Advertisers are now able to better optimize and quantify their OTT campaigns. We are now able to better target specific audiences to help our clients reach the right customers to help their business grow,” said Jim Wilson, president, Premion. “By partnering with MadHive and 4INFO, we are fueling our next phase of growth and continue to position Premion as an innovative data and technology leader in the OTT space.”

Through Premion Audience Selects collects audience data via fingerprinting technology in the “cookie-less” world of smart TVs and connected devices. Premion Audience Selects also gathers pertinent data from any connected device and smart-enabled TV. This allows each viewer across any device to be specifically targeted. Advertisers will have access to this collected data through Premion Audience Selects’ Audience Insights Dashboard, which provides post-campaign analytics, as well as Premion Audience Selects’ Audience Planner, which forecasts impressions and improves presale efficiency.

“The OTT landscape is growing rapidly and data collection on connected TVs and streaming devices remains a challenge for traditional DMPs, many of which are collecting cookie-based data,” said Adam Helfgott, CEO of MadHive. “We’re thrilled to be Premion’s partner in developing the first true OTT DMP that’s bringing data-rich capabilities in OTT targeting, verification and measurement for advertisers.”

“By leveraging the accuracy of our Customer Identity and Engagement solutions, Premion is helping solve the industry-wide challenges of scale and addressability in OTT advertising,” explains Tim Jenkins, 4INFO CEO. “The collaboration enables advertisers to precisely target specific audiences at scale while removing the hassle of doing individual ad buys with each OTT property.” 

Premion launched in November 2016.