Furious Corp Expands Capabilities of their media enterprise software, Prophet, with Addressable Add-On

Furious Corp (http://www.furiouscorp.com), the first media enterprise software and revenue optimization provider for sellers of Television and digital advertising -  announced today, the launch of its Addressable add-on for Prophet, a horizontal SaaS platform that connects the many disparate systems and data in the media advertising ecosystem. Furious gives media companies broader and deeper visibility into their advertising business and provides the tools to optimize sales, operational efficiency and productivity. PROPHET makes data and insights actionable to streamline the key business processes of forecasting, pricing and planning.

Addressable advertising products leverage data and technology to enable marketers to target audiences and customers beyond just demographics, reach and frequency. In technavio's most recent TV ad spending report, addressability was listed as one of three key trends revolutionizing the market. Starcom MediaVest group claimed to spend $300 Million worth of addressable ads across 100 clients reaching 42 million households as the capability continues to skyrocket.

Selling addressable advertising creates a challenge for media companies because selling targeted advertising makes balancing their overall advertising product portfolio to maximize revenue more difficult.Prophet Addressable is additional functionality, which can be integrated into the planning component of Furious Corp'sProphet Enterprise suite. The new Addressable add-on provides tools to optimize addressable advertising inventory and maximize revenue when selling addressable or targeted television and video— assisting in the creation of a balanced portfolio and alleviating the threat of overselling premium products.

"Addressable advertising, whether sold direct, through sales partners, or programmatic platforms, is the biggest opportunity and frustration for both sellers and buyers alike. T

The demand is high, but the supply is limited when targeting specific audiences.  This results in premium CPMs, but lower sell through and for traditional television programmers and operators, the inability to use industry standard measurement currencies to package and sell inventory.  Prophet Addressable helps sellers plan, track, allocate and optimize allocation to different inventory types to maximize revenue and sell through," says Ashley J. Swartz, CEO of Furious Corp.

Industry Announcements's article first appeared on OnlineVideo.net