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Times Internet partners Moat for campaign measurement on Colombia Audience Network

MUMBAI: Times Internet has partnered Moat, a software as a service (SaaS) analytics company focused on delivering third-party measurement and attention analytics to marketers and publishers.

The partnership integrates Moat’s viewability and attention measurement with Times Internet’s smart marketing platform, Colombia Audience Network. The new integration provides marketers with actionable insights into their campaign performance.

Colombia Audience Network reaches over 250 million users serving personalised content and video recommendations in addition to branded content, serving more than 9 billion native recommendations per month. This translates into millions of hours of engaged time spent by consumers reading content and watching videos via the Colombia Audience Network in over 11 languages. The implementation is across platforms and will effectively measure and provide analysis on all video campaigns across the network.

While talking about the partnership, Times Internet chief revenue officer said, “We are happy to choose Moat as our partner in delivering viewability and attention analytics across the Colombia Audience Network to thousands of brands working with us. With over a billion videos on the network, our endeavour is to provide tools to marketers to help them make better choices. By working with Moat, we can now provide them with the ability to measure and optimise across actionable metrics from a trusted, leading measurement partner.”

“In India, the average daily time spent with TV has shrunk about 1.3% since 2010, according to Zenith’s 2016 Media Consumption Forecasts, but time online has more than quadrupled over the same time period as local infrastructure for mobile internet continues to grow,” Moat CEO and co-founder Jonah Goodhart.

“It’s a big opportunity for marketers. As they take advantage of behaviour trends, measurement will be the key to understanding the impact of brand advertising, and it will help the market move away from spending on ads that were never seen. We are thrilled to work with Times Internet in India to provide marketers with greater insight into their campaign performance and the tools to make smarter decisions about their investments.”

The partnership supports Moat’s goal of making brand advertising more effective online through better measurement and attention analytics while providing Times Internet with a new set of metrics to demonstrate the value of their advertising to brands.