Precise TV is looking to help advertisers reach younger audiences while keeping safety in mind.
Today, Precise TV, a contextual video adtech platform, announced its new tool, PACE (Precise Audience Content Evaluator), which is a solution for audience targeting and measurement for the under-18 demographic.
According to the company, the patent-pending solution complies with the Children’s Online Privacy Protection Act (COPPA) and General Data Protection Regulation (GDPR-K), leveraging machine learning to analyze video and in-app content to predict audience demographics and reduce waste.
The company does this by utilizing Precise TV’s proprietary audience panel, consisting of parents and kids (ages 2-12) and parents and kids (ages 13-17). Precise TV combines this panel data with data from across YouTube and in-app environments, using machine learning and AI to predict audiences.
Keeping privacy and safety in mind, Precise TV told ADWEEK that it uses anonymised and aggregated data from third-party conducted PARK & PARTY studies as the basis for training its PACE model. In addition, parents provide their consent for children to take part in panel surveys, and the parents answer on behalf of (or alongside) children during the completion of the survey.
PACE uses “probabilistic models,” predicting the audience of a piece on content based on training methodology and modeling tuning, and no personal identifiable information is used at any point, according to the company.
“Brands seeking the attention of kids and teens have long struggled with a lack of visibility into their campaign performance,” Christian Dankl, Precise TV Co-Founder and Co-CEO, said in a statement. “With PACE, we’re providing a level of precision and transparency never seen before. Advertisers can now confidently measure and optimize their campaigns in a safe and compliant manner, reducing wasted spend by an average of 60% while delivering ads to upwards of 90% of their target demographic.”
Among the solution’s benefits, Precise TV says the offering can be used for pre-bid analysis and targeting, in-flight optimization, and post-campaign measurement and insights.
Generation Media, a media planning and buying agency for the entertainment and toy industries, is the first company to use PACE for YouTube and in-app advertising.
“With PACE, we’re able to ensure brands are reaching their core demographics with unprecedented precision, providing a new standard for transparency and accuracy in campaign effectiveness, and most importantly, helping make every media dollar count,” Luke Garden, business director at Generation Media, said.
