BrightRoll → Yahoo → Oath
Data All The Things.
If you’re an online advertiser or publisher, and you’re not using Yahoo… well, as Hova would say: “I feel bad for you son.”
Online targeting and advertising are already hard enough. Managing all those campaigns, reports, and data doesn’t have to be. So whether it’s native, programmatic, video, or really any other kind of online advertising you can think of…you got 99 problems…but Yahoo ain’t one.
Brightroll is an amazing part of Yahoo! that develops technology to power the programmatic advertising ecosystem. Basically, they’re really, really smart.
Have you ever been surfing cyberspace (how’s that for an old, 1990s internet reference?!) and thought to yourself, “Why in the world am I being shown ads for kosher dog food? That doesn’t even make sense.”
Well, you’d be right. And Brightroll is working to fix that.
Brightroll builds software that automates and improves digital advertising globally. Meaning, as a consumer, you should only ever see ads that pertain to you. If you don’t own a dog, don’t care about dogs, and are a die-hard cat supporter, there’s no need for a dog food company to ever advertise to you. It’s wasted space, and you’re more than a little annoyed to have wasted your time with ads with zero relevance to you.
To help explain this to advertisers, Signal Factory helped develop and animate a series of product videos for Brightroll and Yahoo. These videos walk through exactly how the product works, what it’s used for, and how it can be beneficial to advertisers.
Long Live Relevant Ads
Even in the land of the Yodel™, Data is still King.
For Yahoo and its advertisers, it’s BrightRoll’s job to help advertisers cut through all the data noise to help build better targeting strategies.
Say you’re a luxury hotel chain looking to fill rooms in San Francisco. Using BrightRoll’s proprietary targeting tools, you could identify people who have recently purchased flights on premium airlines to SFO from other states.
Pretty cool, right?
Yahoo and BrightRoll take TONS of data points and composite a complete picture of audiences, to help drive results for advertisers. It’s pretty insane technology and something that could easily come across as scary or imposing.
So, we worked with Yahoo’s in-house team to develop a tone and style that’s approachable, friendly, and informative – kinda like your big brother, without being all, you know… “Big Brother.”