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November 30, 2015 2:03 PM ET

Internet Software and Services

Company Overview of Visible Measures Corporation

Company Overview

Visible Measures Corporation, a content advertising company, provides data and insights on video content advertising. It provides a solution for capturing consumer attention programmatically through video and native media; and True Reach Planner, a suite of video measurement and analytics tools to provide video advertising buyers a comprehensive and instant view of how consumer attention is distributed across video advertising content. The company serves global brands, agencies, trading desks, and publisher clients. The company was founded in 2005 and is based in Boston, Massachusetts. It has locations in Chicago, Detroit, and San Francisco.

143 South Street

5th Floor

Boston, MA 02111

United States

Founded in 2005





Key Executives for Visible Measures Corporation

Founder, Chief Executive Officer and Executive Director
Chief Financial Officer
Age: 52
Senior Vice President of Operations
Chief Software Architect
Chief Analytics Officer
Compensation as of Fiscal Year 2015.

Visible Measures Corporation Key Developments

Visible Measures Announces Release of True Reach Planner, a New Suite of Video Measurement and Analytics Tools

Visible Measures announced the release of True Reach Planner, a new suite of video measurement and analytics tools within the company’s Fabric platform. True Reach Planner will provide video ad buyers a comprehensive and instant view of how consumer attention is distributed across video ad content promoted by 4,000 major brands during any given time period and as far back as 2013. Buyers can get insights into their “Share of Attention,” which is the measure of how much consumer attention a specific brand captures relative to its competition over a specific time period. The company has also developed algorithms to provide estimates of video ad spend across these same brands. Like Share of Attention, “Share of Spend” can also be analyzed over any specified time period through the True Reach Planner. Unlike television, where Share of Voice refers to spend, and by proxy, audience reach, True Reach Planner makes a distinction between Spend and Attention because online video campaigns can have the benefit of earned media, oftentimes resulting in greater consumer attention, relative to actual spend. Visible Measures’ True Reach Planner also reveals the top three destinations driving the most consumer attention for any given brand, whether it be Facebook, YouTube, or other destinations among the dozens of publishers that are already integrated within the Visible Measures’ platform. In total, these destinations represent 95% of online video viewership. True Reach Planner is powered by Visible Measures’ core patented technology, which automatically discovers video content uploaded by brands, then captures, organizes and analyzes the associated data for advertising use. True Reach Planner is currently in limited beta release with select partners, including Starcom Mediavest Group.

Visible Measures Corporation Presents at Annual Needham Interconnect Conference, Aug-05-2015 10:40 AM

Visible Measures Corporation Presents at Annual Needham Interconnect Conference, Aug-05-2015 10:40 AM. Venue: The Westin Grand Central Hotel, 212 E. 42nd Street, New York, New York, United States.

Visible Measures Announces Enhancements to its Fabric(SM) Platform

Visible Measures announced partnerships and enhancements to its Fabric(SM) platform. By integrating with native advertising platforms, including TripleLift, DistroScale, and AdsNative, Fabric expands from video media to encompass real-time buying and optimization of all native media, across devices and on thousands of premium publishers. With these partnerships and enhancements, Visible Measures’ Fabric becomes the demand-side platform to unite real-time bidding for native and video media. Unlike traditional DSPs that focus on the buying of interruptive display and pre-roll media, Fabric was built from the ground up to let marketers purchase more effective consumer engagement through native advertiser content. The new Fabric platform provides value for native supply platforms in delivering a host of advertisers eager for smart native solutions. Visible Measures partnered with TripleLift, DistroScale and AdsNative, among others, in order to quickly address advertiser needs when it comes to driving engagement for branded content, and with the belief that Native DSPs, like Fabric, are the next big evolution of programmatic marketing. The new Fabric Native DSP can be accessed through both a self-service and managed-service, although Visible Measures foresees that most of its agency partners will continue to access Fabric through a managed service. Several deals with direct clients and their internal trading teams are in the works, including self-service access by VivaKi’s Audience On Demand™ team.

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