Collarity Reinventing Advertising at Digital Hollywood
September 24th, 2008 by Collarity
Levy Cohen, Collarity CEO, will be joining one of the upcoming Digital Hollywood Fall reinventing advertising panels of industry experts to discuss Advertising Accountability: Metrics and Analytics around Video, Social Media, P2P and User Generated Media. The focus is on advertising data analytics and measurability in a world of new media.
Collarity creates a new data dimension, which we call communities, also known as site audience segments. These are simply clusters of anonymous users with common interests, along with the content and ads they like. We measure the interaction of a site’s communities with the site’s content (videos they watch, searches they make, etc) and the interaction of communities with the site’s advertising. From this data we create a foundation of behavioral site knowledge.
Our platform is a learning system that establishes an implicit feedback loop between anonymous users and content/ads. For any given page or video on a publisher’s site, Collarity determines the communities most highly associated with it. Once that hierarchy is understood, Collarity can recommend the most likely “next step” for the user looking for similar content and which advertising the user would most likely respond positively to. Publishers are able to automatically serve content recommendations and ads which maximize website revenue.
The session will be held at the Loews Santa Monica Beach Hotel on Monday, October 27th from 3:45 PM to 5:00 PM. Levy will be presenting with Erin Hunter, EVP, comScore, Inc., Ken Papagan, President & Chief Strategy Officer, Rentrak Corporation, Charley Shoemaker, Director of Video Measurement Products, Nielsen Online, Konrad Feldman, co-founder & CEO, Quantcast, and Thomas Ellsworth, CEO, GoTV Networks. Mark Ghuneim, CEO, Wiredset, will be moderating the session.