Included in the latest round of updates for the multi-purpose media platform are the industry’s first real-time brand safety controls, new contextual data from best-of-breed vendors and brand new shiny video advertising optimisation features.
The new contextual targeting capabilities in Turn Media Platform increase the relevancy of the ad 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 safety controls help advertisers avoid placing ads next to content that does not align with their values which can be invaluable when it comes to the integrity of the brand.
And finally, new dynamic video bid optimisation features have expanded 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. A useful tool in the relatively uncharted Mobile and Video space.
The kicker in regards to this round of updates is that In an industry first, the Turn Media Platform applies contextual targeting and brand safety rules in real-time at the impression level – before inventory is purchased.
And rules are “universal,” meaning they are applied consistently across every exchange, ad network and direct publisher media purchase in a campaign.
Turn’s company revenue has doubled every year of Turn’s existence so far and with pace setting updates like these it’s not hard to see why.