Broadsign, Sightcorp team up to deliver data-driven audience reporting solution for DOOH campaigns
By Rajiv Raghunath - September 09, 2021
Sightcorp’s DeepSight Toolkit anonymous facial analysis solution is now fully integrated with the Broadsign Control CMS and Broadsign Reach SSP.
Broadsign, developer of the leading DOOH marketing technology platform, and Dutch computer vision firm Sightcorp, has announced that Sightcorp’s DeepSight Toolkit anonymous facial analysis solution is now fully integrated with the Broadsign Control content management system (CMS) and Broadsign Reach supply-side-platform (SSP). The combined technologies make real-time audience data more accessible, allowing publishers to report more accurate audience reach numbers and demographics for DOOH campaigns and enhance the end-to-end media buyer experience.
Via the latest integrations, DOOH media owners can easily provide media buyers with more meaningful audience insights and data visualizations based on live analysis captured anonymously on-camera, including age, gender, impression, and viewer counts, and attention and dwell times. To ensure privacy, the Sightcorp DeepSight Toolkit blurs all faces by default and is built to process all data offline and locally. Integrated deep learning technology ensures that estimations are generated with the highest level of data accuracy. Sightcorp provides connectors and reporting templates for several popular business intelligence (BI) platforms, which give users the flexibility to import the audience data into their platform of choice via an API. The company also offers a full end-to-end reporting dashboard for new users within the ecosystem.
“A key element to driving DOOH industry growth is more accurate audience targeting, measurement, and reporting, and these integrations with Sightcorp add significant value. They offer invaluable audience insights that can be used to optimize creative and media buying decisions,” said Adam Green, SVP of Strategy, Broadsign. “We believe that this collaboration will help advance the industry, as advertisers can deepen their understanding of each audience for campaigns and adjust their media buys accordingly.”
“We are aligned with Broadsign’s vision for programmatic DOOH and excited to bring to market these integrations that can be easily retrofitted onto existing networks without needing additional players as well as included by default on new networks,” said Joyce Caradonna, CEO at Sightcorp. “The next big step in DOOH’s evolution is to bring media buyers more meaningful audience reporting that they can leverage for real-time decision-making and comprehensive ROI measurement. Together, the DeepSight Toolkit with Broadsign Control and Broadsign Reach are moving the needle forward, helping DOOH reporting more closely resemble the online and mobile display ad analytics that digital advertisers are accustomed to use to understand the effectiveness of their ad spend.”