News Bits: Ooyala Introduces Ooyala IQ; Merkle forms strategic partnership with Tealium; clypd secures funding to increase programmatic TV


Ooyala, a Telstra subsidiary involved in premium video publishing, analytics and monetization, today announced Ooyala IQ, the first analytics platform to provide a 360-degree view of video performance and audience behavior, including multi-dimensional filtering by device, operating system, browser, country, state, DMA (for U.S.), player or traffic source, all processed in milliseconds and provided in one view. Whew!

This latest version of Ooyala’s analytics engine maximizes video monetization across all screens through real-time, actionable insights that help providers better understand and target audiences, based on actual usage patterns.

Ooyala IQ is laser-focused on revenue optimization. It was conceived and built from the ground up for a world where video is distributed and consumed across a wide variety of devices, reaching audiences wherever they are. Adapting to this new business environment requires much more device-specific, content-specific and ad-specific data and insights in order to run a media business efficiently and profitably.

Ooyala IQ meets these needs with no configuration or custom development required, delivering a new level of predictive insights on optimal advertising, content publishing and distribution strategies.

Ooyala IQ will be available to select customers within the next 30 days, and will be showcased at next week’s National Association of Broadcasters (NAB) exhibition in Las Vegas (Exhibit #SV1000). Major broadcasters and publishers around the world participating in the beta program for Ooyala IQ include Sky Sports, Media Prima, Fairfax Media, Telegraph Media Group, Telstra, Vox Media, Complex Media, Dell, Southern Cross Austereo and many more.

Ooyala Chief Executive Officer Jay Fulcher said, “As TV continues to migrate across devices, delivery and monetization must be integrated deeply with real-time analytics. Regardless of the revenue model, business and programming decisions can now be informed by new kinds of big data analyses. Ooyala has re-imagined how video and TV analytics are collected, stored, managed and accessed, providing an unprecedented level of visibility so our customers can optimize how they run and monetize their business.”

Real-time Programming Optimization
With the multidimensional querying capability of Ooyala IQ, users can filter, sort and drill down into a wide range of real-time video metrics, either within the highly-interactive Ooyala IQ UI or through an API. It is now far simpler to filter across multiple dimensions at once, including asset or label, device or OS, geography, domain, and player, without the need to pre-configure filtering dimensions or heavily invest in custom solutions.

This granular level of measurement allows broadcasters and publishers to provide their advertisers with far more specific insights about their audience’s consumption patterns, helping them to better target and thus drive higher CPMs and ad revenues. It also enables programming teams to understand patterns in their viewers’ engagement with their content, to inform editorial and programming decisions and maximize viewership.

Robust Player Tracking
A new player tracking capability gives Ooyala IQ users the ability to track the performance of individual players as a new dimension in their analytics dashboard, providing yet another layer of actionable information important to the success of any video business. Uses for player tracking include A/B testing across a set of players presenting different styles and capabilities, comparing the performance of players across a set of syndication partners, or comparing performance of players placed in various sections of a website. For example, users can:

● Test the impact of various ad monetization policies (e.g. frequency and/or number of ads) to determine the effect on engagement versus revenue earned

● Easily gauge the impact of Ooyala Discovery, a content recommendation product proven to increase viewer engagement and ad revenue

This level of testing gives providers the ability to measure and report on the profitability of any partner or division and to compare effectiveness of different campaigns, by directing viewers to pages containing different players.

Streamlined UI for Holistic View of Video Performance
Ooyala IQ boasts a re-imagined view of Ooyala’s core video metrics dashboard, offering customers a holistic, detailed view into the performance of each individual piece of content. Along with existing graphs detailing unique users, segments watched, hours watched, plays requested and content starts (a new metric that measures drop-offs resulting from ad breaks), its expanded capabilities measure key asset metadata, key performance metrics for each asset, segment-specific metrics that clearly identify the sections of each video asset that are the most popular with viewers, and more.

Examples of how this data can help include:
● Knowing precisely which segments of long-form content drive the highest engagement, to maximize views and ad revenue from clips and out-takes

● Using play conversion (ratio of player displays to video plays) and video conversion (ratio of video plays to video starts) metrics to ascertain the impact of thumbnails and ads on conversion, for a single asset or a group of assets

These new metrics provide a true 360-degree view of each asset’s performance, and combined with simplified A/B testing, enables customers emulate elements of the highest-performing content within other assets. The result is richer experiences that keep audiences engaged longer.

Granular Asset-By-Asset Measurement & Performance

Ooyala IQ provides fast one-click access to detailed “success metrics” – for example the the impact of ads on engagement – for each individual asset. Understanding the performance of an asset, or a catalog of assets such as a season’s worth of episodic content, is critical to the content acquisition process for programming teams, and has a direct and immediate impact on revenue optimization for ad sales teams.

For example, an asset that seems to have low overall engagement across a customer’s total footprint may turn out to be highly popular on mobile phones in a particular country or DMA. This level of contextual detail allows ad operation teams to properly value assets on a per-device, per-regional basis, thus creating more value when negotiating ad campaigns.


Merkle, a data-driven, technology-enabled performance marketing agency, today announced a strategic partnership with Tealium, the leader in enterprise tag management and real-time unified marketing solutions. The partnership presents a tremendous opportunity, as Tealium and Merkle’s complementary solutions provide the ability to drive unique customer engagement and deliver real-time personalized and valuable experiences for end customers.

Tealium offers an industry-leading enterprise tag management system, Tealium iQ, to streamline digital marketing technology deployments and connect the data produced by disparate, yet interdependent, marketing systems. Tealium AudienceStream, the company’s audience segmentation and action engine, enables marketers to enrich and transform data into actionable insights, allowing for relevant, real-time remarketing and retargeting across all digital touch points. Coupled with Merkle’s world-class, customer-centric marketing technology portfolio, Tealium’s unified marketing solutions serve as the foundation of Merkle’s managed services offering to help brands deliver more effective customer engagement and personalization.

“With consumers’ rapidly evolving expectations today, we are excited about helping our clients quickly execute personalized and relevant interactions. The power of Tealium’s audience discovery platform, with its ability to immediately create segments of audiences across channels, enables Merkle to deliver unprecedented personalization capabilities and drive addressable real-time customer engagement at scale,” said Zhengda ‘Z’ Shen, EVP Merkle.

“Merkle shares Tealium’s vision of fostering anticipatory customer delight, by empowering companies to more intelligently, and more personally, interact with their customers in this data-driven world,” said Jeff Lunsford, CEO of Tealium. “Our partnership allows us to deliver the power of real-time insight to Merkle’s diverse community of customers, with Tealium’s solutions serving as the neutral enrichment and transport platforms for feeding all of their omnichannel solutions with actionable data.”

“Our view is that personalization is not just a technology or solution, but rather an outcome of properly connecting marketing technologies, data, and strategy,” said Joey Colman, senior manager of CRM Marketing at Deckers Brands. “With Merkle’s deep marketing expertise and Tealium’s powerful set of solutions, we will be able to stitch together visitor information collected across channels and devices, glean actionable insights in real time, and most importantly, craft personalized experiences for our customers that will be relevant and more effective.”

clypd, the television industry’s leading sell-side technology provider, today announced that it has secured $19.4 million in a Series B round of financing led by global media company RTL Group, with additional participation from Atlas Venture, Data Point Capital, Duke University, TiVo Inc., Transmedia Capital and Western Technology Investment. With approximately $30 million in financing to date, clypd’s latest round of funding will accelerate growth of the company’s platform to help TV media owners in the adoption of programmatic TV.

The Series B funding will be used to expand resources across all departments at clypd, including product development, data science, business development, engineering and marketing. This will help create new technologies to support enterprise-wide sales solutions for television media owners. The capital will also be used to expand the business into new markets, including Europe and APAC.

“clypd is one of the first companies to create a strong platform for programmatic sales for linear TV in the U.S. It offers a unique set of tools to the market at a crucial time, when programmatic video sales are growing rapidly,” said Rhys Noelke, Vice President Business Development at RTL Group. “clypd adds key TV sales competencies that will offer groundbreaking solutions for TV advertisers. We see great potential in the company — in both the U.S. and Europe.”

Founded in 2012 and built exclusively for the television industry, clypd has helped TV media owners realize the full potential of their inventory with an end-to-end solution to manage their sales efforts. The company has rapidly gained favor with TV media owners; key clients include Cox, Discovery, Univision, and others.

“clypd is moving the industry forward by enabling data-driven TV ad sales and delivering actionable insights. We are at a turning point in advertising and clypd has the potential to help TV media owners understand their inventory and audiences in a way never done before,” said TiVo’s Chief Research Officer Jonathan Steuer. “TiVo’s strategic investment in clypd represents the incredible potential we see in their platform.”

“The television advertising industry continues to adopt programmatic strategies that move the industry forward, making TV advertising more targeted and efficient. clypd is laser-focused on helping television media owners and distributors navigate this changing landscape while enhancing the value of their inventory,” said Joshua Summers, CEO and Co-Founder of clypd. “We are grateful and excited to have a stellar group of investors backing the company as we continue to develop our groundbreaking TV sales platform. RTL Group’s global footprint will certainly help accelerate our efforts to deliver on the promise of programmatic TV.”

Television advertising stands as the largest existing advertising channel, with a $74 US/$220 billion global market. As new advertising strategies are adopted across the industry, programmatic TV promises to be one of the fastest growing advertising segments in the industry.



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