TEGNA and Premion Unveil OTT Audience Segments

Media company TEGNA and its over-the-top (OTT) ad services platform Premion have launched a proprietary data management platform (DMP) called Premion Audience Selects, offering access to 2,000 first-party OTT audience segments.

Built in partnership with mobile ad targeting specialist 4INFO and data solutions developer MadHive, Premion Audience Selects has been developed to deliver audience insights and targeting capabilities for OTT advertisers. These include demographics (age, gender, geography etc), household details (home ownership, education, political affiliation etc), and buyer interest and intent in a variety of categories. Through the tool, advertisers can target specific audience segments such as those intending to buy autos, travel enthusiasts, and homeowners. In addition, the DPM gathers data from any connected device and smart-enabled TV, allowing each viewer across any device to be specifically targeted.

Jim Wilson (pictured) President of Premion, comments: 'Premion Audience Selects is the industry's first DMP to bridge the gap between OTT data collection and audience segmentation. We are now able to better target specific audiences to help our clients reach the right customers to help their business grow. By partnering with MadHive and 4INFO, we are fueling our next phase of growth and continue to position Premion as an innovative data and technology leader in the OTT space'.

Web sites: www.tegna.com and www.premionmedia.com .