PrecisionDemand, formerly Lucid Commerce, is a leading provider of on-demand business intelligence solutions for direct marketers. Their products enable direct marketers to maximize the returns on their marketing investments. Precision Demand delivers value to marketers by automatically attributing post-sale customer metrics to media purchases. With the attribution complete, Lucid Commerce is able to provide dashboards that report the true ROI of every media purchase a marketer makes.
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Latest PrecisionDemand News
May 22, 2014
Comment AOL is pushing tobecome a dominant player in the emerging “programmatic TV” buying space, announcing yet another acquisition -- advanced TV audience targeting platform PrecisionDemand -- which will beintegrated into its Adap.tv system. The deal is significant for several reasons, including the fact that PrecisionDemand owns key patents for TV ad targeting, but also because it pushes AOL moredeeply into access of conventional “‘linear” TV advertising inventory. PrecisionDemand, which had been headed by former long-time Madison Avenue media honcho Jon Mandel, isone of several start-ups and more established researchers that are utilizing Big Data to refine the way advertisers and agencies target TV advertising inventory -- based more on the actual audiencesthey are delivering than on using programs as a proxy for reaching them. By matching a client’s own first-party data, with various third-party data sources and linking it to census-level TVaudience data from digital set-top devices, these players claim they can target TV audiences with a precision not previously feasible on Madison Avenue. Importantly, the ability to targetspecific audiences plays directly into Madison Avenue’s shift from “media-buying” to “audience-buying,” and facilitates a marketplace where TV audiences can be planned,bought and sold alongside digital audience inventory on programmatic trading systems used by advertisers, agencies and agency trading desks. AOL acquired Adap.tv, a company that was alreadymoving in that direction, last year for $405 million, and subsequently announced a deal with Interpublic’s Mediabrands’ Magna Global unit to make it a cornerstone of its TV audience-buyingplatform. Mediabrands is one of the most aggressive agencies pushing the transition to programmatic and has set a goal that 50% of all its media will be bought via automation systems by2017. “With PrecisionDemand now on board at AOL, we are greatly accelerating our efforts in creating the platforms needed to manage today’s multiscreen video world, through Adap.tvtoday, and soon through ONE by AOL,” Toby Gabriner, CEO of Adap.tv, said in a blog post announcing the deal. “The opportunity here is immense; we at AOL have built and collected the assetsto take advantage of it, and I am excited by the challenge of unlocking our potential.” He said the integration would enable advertisers and agencies to connect “consumer purchasesback to specific TV ad buys, not just the usual media mix modeling that is used today.” Terms of the deal were not disclosed, but PrecisionDemand had been known to be struggling todevelop a revenue stream and some of its investors were eager to exit. To date, it had raised $18 million from Rho Ventures, StarVest and OVP. 151
PrecisionDemand Frequently Asked Questions (FAQ)
When was PrecisionDemand founded?
PrecisionDemand was founded in 2005.
Where is PrecisionDemand's headquarters?
PrecisionDemand's headquarters is located at 821 2nd Ave, Seattle.
What is PrecisionDemand's latest funding round?
PrecisionDemand's latest funding round is Acquired.
How much did PrecisionDemand raise?
PrecisionDemand raised a total of $14.5M.
Who are the investors of PrecisionDemand?
Investors of PrecisionDemand include AOL, OVP Venture Partners, Greycroft, StarVest Partners, Rho Ventures and 4 more.
Who are PrecisionDemand's competitors?
Competitors of PrecisionDemand include Deloitte Digital and 2 more.
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