Turn Platform v2.1 provides actionable bid & audience insights in real time
Redwood City, Calif.,—April 20, 2010—Turn Inc., the smart platform for digital advertising, today unveiled visually intuitive bid forecasting and audience extension tools that empower agencies and brands to make fully-informed media planning and buying decisions across real-time ad exchanges. Media planners can immediately see how targeting and bid price choices affect audience size, available impressions, and daily spend before ever purchasing the first impression. Additionally, as planners hone detailed targeting criteria, the size of an audience can shrink to the point of limited effectiveness. With one click, Turn's audience extension multiplies audience reach by layering Turn data with third-party data providers to paint a rich picture of "look alike" segments that achieve the scale needed for successful campaigns.
"We can finally test various buying strategies against our audiences prior to going live with any campaign," said Keith Pieper, Director of R&D at Cadreon. "Turn's audience tools bring us closer to the promise of zero media waste in the new paradigm of real-time media buying."
The new paradigm includes a shift from buying placement on websites to buying audiences in real time as agencies seek to reduce media waste and boost campaign performance.
"We believe that in order to make online advertising more effective and efficient, we need to be buying audiences rather than inventory," said Quentin George, Chief Digital Officer of Mediabrands. "Turn is an important technology and platform partner for us that enables real-time decision making, valuation, optimization and campaign transparency. They play a crucial role in the solution set that we are building for our agencies and advertisers."
Turn's bid forecasting and audience extension places the power of "what if" in the hands of media planners. Planners can now clearly see audience reach, optimum frequency, and bid estimates on inventory across every real-time ad exchange. From a single screen, planners can define inventory sources, targeting criteria, and pricing models, while audience estimates are graphed visually in real-time using various metrics. Estimates are based on a sliding window of blended benchmark data maintained within the Turn platform.
"Fully-informed planning and buying decisions put agencies and brands in a better position to boost performance and improve overall ROI," said Bill Demas, CEO at Turn, Inc. "These insights are delivered when planners need them the most - before the campaign begins, leading to significantly improved efficiencies."
About Turn Inc.
Turn empowers the world's best advertising agencies and brands to deliver the most effective data-driven digital advertising. Our focus is to build intimacy between premium brands and their targeted audience. Turn's real-time media planning, buying and optimization platform delivers custom audiences at scale with unmatched performance and actionable analytics, across the highest-quality inventory available. The company is based in Silicon Valley with locations in New York City, Chicago, San Francisco, Los Angeles and Charlotte. For more information, visit www.turn.com.