All signs point to programmatic buying (online display advertising that is aggregated, booked, analyzed and optimized via demand side) exploding, according to Synacor. That’s why it’s teaming with marking data provider BlueKai, using its data management platform to power Synacor’s traditional and programmatic buying for advertisers.
 
With deeper customer insights and automation, the platform aims to enable Synacor’s customers to better identify consumers and serve targeted, relevant messages to audiences, creating a more personalized advertising approach. The partnership “signals an intensified focus on delivering programmatic premium impressions to advertisers, taking advantage of the efficiency and automation of trading desks and real-time bidding (RTB) combined with the sophistication of deep data,” Synacor said in a release. Citing research reports, it said US programmatic display ad spending is expected to reach $17 billion by 2017.

Through the partnership, Synacor will help advertisers extend their messages from TV to multiple platforms. Specifically, advertisers can use subscriber data points like entertainment genre preferences, zip code and day-part viewing habits to complement TV buys on various digital platforms including online and mobile. “Automated, data-driven ad buying is the now, and Synacor is at the forefront of the programmatic trend by offering advertisers an unrivaled tool to target key audiences online,” said Ron Bernstein, Synacor’s SVP of Ad Sales & Operations. “Working with a best-in-class data management and targeting partner like BlueKai will help Synacor bring advertisers one step closer to the elusive one-to-one relationship with consumers—connecting consumers to the content they’re searching for and the ads most meaningful to them.”
 
“BlueKai’s goal is to provide advertisers with a way to create a more valuable, personalized experience for their consumers through smart application of big data. Our unique, proven platform will allow Synacor advertisers to target their audiences like never before,” said John Sedlak, BlueKai’s SVP of Global Sales. “We’re excited to work with Synacor as it bolsters its digital advertising offering, particularly as data continues to play a major role in targeting and audience segmentation, escalating programmatic advertising.”
 

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