AP Provides its MVPD Partners with an End-to-End 4-Screen Addressable Solution to Maximize Ad Sales Revenue &
Increase TV Inventory Profitability
6 Components to Our MVPD Solution:
1. Compiler Tech
AP's Compiler Tech is installed behind MVPD partners' firewalls and acts as a real-time DMP that can incorporate physical address, IP address & any number of additional data sets (e.g. STB viewing, time spent on PC & mobile, consumer data by ad category, etc.). AP's compiler tech also leverages our patent-pending “Privacy-by-Design” approach to ensure all MVPD data always stays behind the MVPDs firewall.
2. 4-Screen Ad Planning & Activation Platform
AP's "FlightDeck" Planning & Activation platform makes it simple to plan, sell, activate & measure audience-based, data-fueled 4-screen addressable campaigns. AP's platform enables partners to harness the power 1st & 3rd party and media consumption data (i.e. time on screen for TV & digital) to create optimized 4-screen media plans that can't be matched by key competitors. Furthermore, FlightDeck provides visibility to unsold inventory and enables ad sellers to drive profitability by tapping un-rated, long-tail TV inventory that effectively reaches a given target audience.
Create data-fueled, audience-based, addressable TV & digital plans based on key attributes (demographics, purchase history, etc.) overlaid with known media consumption data to optimize TV / digital media mix. Get audience counts within seconds to quickly run scenarios to optimize planning approach
Put AP's powerful, iPad-based tool in the hands of your sales team. Sales personnel can prep for client calls and / or build a plan face-to-face with a client. Once a plan is scoped, a comprehensive 4-screen sales presentation can be generated with the press of a button, including a direct comparison to competitive ad sellers
Activate plans against deterministic household data, enabling targeting via known (not modeled) IP addresses, assuring 100% accuracy both home & away. AP's "FlightDeck" Planning & Activation platform then pushes IO's to all appropriate platforms for implementation
Measure the impact of campaigns via AP's Data Analytics Platform and apply both TV and digital audience impression data against off-line sales files to determine campaign ROI.
3. Digital DMA Interconnects Across AP's MVPD Partners
Given AP's extensive MVPD partnerships (now @ 9 MVPDs & 45M HH), AP can enable digital interconnects across 50% of U.S. DMAs. As the DMA interconnect business represents a significant percent of MVPDs local ad businesses, AP can ignite an addressable 4-screen offering that local broadcasters won't be able to match.
4. Rich Data Sets Across Top Ad Sales Categories
AP's "Carrier Custom Audiences" offering provides a rich set of data across the top 8 ad sales categories. To enable 4-screen data-fueled campaigns to scale seamlessly across DMAs, AP will create a common data taxonomy. Also, by purchasing data cost-effectively (given the scale of our customers), data can be used for ALL campaigns without encumbering the sales process with additional data fees depending on the desired target audience.
5. Media Execution Platform
AP's Media Execution Platform is purpose-built to leverage IP addressability and can also provide Managed Services that are on par with the best players in the digital ecosystem.
Activation of IP addresses to make it easy to execute across premium publisher sites (i.e. matching process has already taken place, making IP addresses targetable),
Custom built optimization algorithm utilizing full breadth of available data and updated hourly,
Ad Fraud Detection
Primary 3rd party fraud detection with custom built second layer fraud detection and prevention,
AP can map to clients' preferred premium publishing sites and / or leverage its own relationships with premium publishers,
Multi-member team managing campaigns with accelerated turn-around times and hands-on campaign management
6. Data Analytics Platform
AP's Data Analytics Platform provides comprehensive reporting and closed loop sales attribution that enables TV & digital ad impressions, in aggregate, to be mapped to offline sales to provide ROI measurement.
Accurate reach & frequency counts that are based on deterministic data...NOT on industry standard cookie-based “over counts”
Exposed/unexposed reports to determine optimal ad frequency to invoke a response or sale
Integrate offline sales data to determine sales attribution by campaign