Developing service offering to increase publisher revenue
Austin, Texas – Umbel, the standard for digital audience measurement, today announced the company has formed a partnership with Akamai (NASDAQ: AKAM), the leading cloud platform for helping enterprises deliver secure, high-performing user content experiences via any device, anywhere. Having joined Akamai’s NetAlliance Solution Partner Program, Umbel will collaborate with Akamai to provide digital publishers a bundled measurement and analytics service designed to increase the understanding of their audience and the value of their inventory. Starting today, Akamai will now be able to offer existing and future clients insight into their audiences, including rich interest data, demographics, media usage and more through Umbel’s audience measurement technology.
Umbel and Akamai are committed to providing clients with valuable insights and analytics about their audience and the user experiences they deliver via digital channels. Through this alliance, publishers and media companies will have the ability to combine data from their log file and client-initiated streaming environments with social and big data sources for a consumer-level look at engagement across audio and video player environments. This capability will be designed to enable combined clients to segment the audience and tell a richer story to advertisers and agencies seeking to buy their inventory across digital platforms.
“In a time when knowing your audience across digital platforms is paramount for securing advertising, I’m proud that our companies have stepped up together to lead with a solution that can truly help publishers tell their story through audience data and increase the value of their inventory,” said Paul Krasinski, CEO, Umbel. “Akamai is the global leader in the content delivery space and together, we will provide publishers with the next generation of audience insights to segment, deliver, and increase the value of their audience in a scalable way.”
The relationship leverages Akamai’s industry-leading content delivery network (CDN) and Umbel’s proprietary audience measurement technology. By combining the log or client-initiated streaming data from Akamai with the social registration and big data from Umbel, publishers will be able to gain a much greater picture of who the consumers are that are engaging their digital platforms. This is superior to simply tracking an IP address or machine count, which does not translate to advertising spend. As part of the offering, clients will leverage the scalable Akamai Intelligent Platform(TM) in an effort to ensure their customers are receiving the best content experience while keeping costs in control. The insights offered through this partnership are designed to deliver maximum value and keep costs extremely competitive.
“Audience analysis and intelligence are critical aspects of digital media delivery. Together, Umbel and Akamai are ready to help publishers take their advertising sales to the next level,” said Brad Rinklin, CMO and Senior Vice President of Alliances, at Akamai. “With the addition of Umbel to Akamai’s already rich data set of intelligence, we believe we will be able to offer our current and future clients deep insight into their audiences that give them not only a competitive advantage but should allow them the ability to better monetize their media portfolio.”