Ooyala Offers Advanced Targeting with Facebook Integration
Online video platform Ooyala has announced the release of custom analytics that work with Facebook Connect. Publishers that use Facebook's sign-in system can now take advantage of Facebook's user data to get a detailed look at their viewers and target exact demographics.
The full name of the offering is Custom Analytics with Business Dimension Reporting, and it allows publishers to drill down into their data to see how different groups compare. Ooyala suggest they might compare audience segments like male and female, New York and California, or anime-lovers and drama-lovers. Using Facebook Connect data, publishers can track detailed demographic and psychographic statistics.
According to Bismarck Lepe, president of product and cofounder of Ooyala, the long-term goal is to open up analytics tool and make it more of a flexible business intelligence tool.
"Online, panel data is dead. In a connected world, it's all about real data that is produced in real-time. The future of targeted video campaigns will revolve around making analytics much more actionable and personalized. Our Custom Analytics offering and Facebook integration marks the beginning of this evolution," says Lepe. He estimates that over 10 percent of online video viewers are signed on to Facebook Connect.
Collected data is based on tags, rather than identifiable information, so user privacy is protected.
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