YuMe Provides App Developers With New Enhancements to its First Party Data Driven Audience Measurement SDK

YuMe, which provides digital video brand advertising solutions, has launched the latest iteration of its Audience-Aware SDK.

New additions to the SDK includes Audience Insights which provides a picture of an app audience’s demographics and interests. Enhancements to YuMe’s Audience Amplifier include the ability to utilize first-party and SDK data to create distinct audience segments to help brand advertisers with their digital video ad campaigns.

YuMe’s first-party audience data captures voluntary demographic and psychographic information including likes and dislikes to help gauge receptivity. YuMe then captures first-party data to measure post-campaign brand effectiveness, or what the audience recalls about the advertising to gauge attentiveness. This combination of information capture yields a set of data which YuMe then makes available for developers and marketers.

The SDK enables publishers to run surveys within a video player to capture first-party data. These surveys ask questions that characterize the demographics and interests of a publisher’s audience. This data, in addition to user behavioral data gathered by the SDK, is used by Audience Insights to help developers further pinpoint their audiences and better monetize their inventory.

YuMe’s Audience Amplifier technology is able to combine this first-party survey data with numerous additional data points from the SDK and apply data science software to create distinct audience segments. These segments reveal patterns of likeness within audiences that the company states is beyond traditional digital targeting techniques.

By opening up their inventory as part of YuMe's audience segments, publishers and app developers have the potential to receive increased and consistent monetization in-line with reach and improved frequency across screens. YuMe enables publishers to participate in TV-scale buys that they would not normally partake in without the additional insights and audience characterizations that the Audience-Aware SDK provides.

Brand advertisers can use the new services to see and reach their audience first-hand, not just as data providers, to define and deliver them. Advertisers can understand which of their ads are actually being paid attention to by users. Measuring audience attention levels is important with the rapid changes in consumer behavior driving industry-wide fragmentation. First-party, data-driven, segment-based targeting ensures video ads are placed where audiences are most receptive, thus driving the brand results.

Outside of improved monetization first-party data can also provide valuable insights for developers including better understanding app user demographics to help optimize content programming so it is better tailored to an app’s audience makeup.

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