VisibleWorld

Visible World is a New York media company. Founded in 2000, it was the first^[1] provider of nationwide addressable TV advertising technology. Their programmatic TV platform is used for programmatic TV sales, including by their subsidiary AudienceXpress which was launched in 2013. In June 2015, Visible World was acquired by Comcast.^[2]

Company Overview

As of 2011, the company deployed technology that let advertisers identify and reach more than 56 million US homes with regional, zoned addressable technology. In the New York Metropolitan region, Visible World provided access to more than 3 million homes with household level addressability. Meaning that even though two neighbors are watching the same TV channel at the same time, they might watch two different ads, so each sees a product that is relevant to them. As digital technology and mobile and wireless devices emerge and proliferate, Visible World has helped TV keep pace as the most relevant medium. Visible World has developed tech stack that enables advertisers, advertising agencies and media companies to deliver programmatic, addressable, and measurable ads. The company’s addressable distribution platform enables the delivery of targeted advertising to increase consumer relevance and engagement.

Visible World’s HighYield tech stack is an end-to-end programmatic solution. Its elements include sales transaction management, proposal generation, schedule optimization, household addressability, creative customization, campaign management, smart TV data analytics, watermarking, and reporting.Visible World has been a part of transforming television advertising as the first company to build powerful technology and platforms with anonymous data from third parties such as Acxiom, Nielsen, Experian, and Polk, including demographics like income or education, so advertisers can build a tailored audience to reach with specific messages.

Visible World Investors include: Comcast Interactive Capital, Reuters Venture Capital, Time Warner, and WPP Group. Visible World has deployed household addressability across Cablevision’s entire footprint.

In the Media

• Visible World’s Schedule Optimization was featured in an article in Multichannel News April 29, 2014
• Visible World’s Smart TV analytics were featured in an article in Variety September 11, 2013
• AudienceXpress’s launch was covered in an article on MediaPost August 8, 2013
• Visible World's advancements were cited in an interview with Rick Mathieson and Seth Haberman August 15, 2011^[3]
• Visible World on-going advancements were highlighted in an interview with Multichannel News July 28, 2011
• Visible World was featured in an interview with Strategy Magazine July 2011
• Visible World was featured in The Wall Street Journal TV's Next Wave: Tuning Into You article, March 7, 2011
• Visible World technology was highlighted in an AdWeek article August 21, 2009

References

1. ↑ http://adage.com/article/mediaworks/addressable-tv-faq/140740/
2. ↑ http://blogs.wsj.com/cmo/2015/06/04/comcast-has-agreed-to-acquire-ad-tech-firm-visible-world/
3. ↑ Mathieson, Rick (August 15, 2011). "Targeting TV Spots". Gen Wow.