MEDIA RELEASE: Henry Cheang, entrepreneur and Chairman of Potentiate, has launched a new venture, through Potentiate’s Investment vehicle, set to bring an unparalleled level of transparency to the digital display market in Australia. AdClarity Pty Ltd, is now the local distributor of a leading global digital ad intelligence tool, AdClarity by B.I Science.
AdClarity provides competitive intelligence and transparency around digital display and video that allows users of the data to see which companies and brands have been advertising what, where, and when. This allows advertisers and agencies to refine strategy over the longer term and tactics in real time.
Henry Cheang said “I am always looking for new technology that provides insights and helps businesses do things smarter. AdClarity is exactly that and it is exciting to bring this product to the Australian and the Asia Pacific region. There are so many ways this product can help any company working in the digital ecosystem improve its operations”.
Using a combination of data collected by a “human” panel of more than 240k Australians & >7 million ‘humans’ globally and also millions of soft touch ‘crawlers’, it picks up (and stores) all display and video ads on mobile and desktop applications, Facebook, & OTT’s. AdClarity also brings new depth to data captured including size, placement (and video length and whether it was skippable), and also the deployment chain and method of buying. Using third party web-traffic data, an algorithm is used to estimate the number of impressions and hence share of voice at all levels.
AdClarity will also provide additional digital intelligence services including Editorial OS (tracking earnt and paid editorial copy), Panel OS (linking AdClarity collection technology to existing panels), and the soon to be released ClickStream OS (behavioural data on panellists).
This data is accessible via an easy to use user interface or as a raw data feed into existing BI tools.
It is currently used by several large research houses globally and digital intelligence groups like SEMRush. It is also used by advertisers, media agencies, Research Companies, [JR1] publishers, and media monitoring companies across Europe, the US and other markets around the world.
Headed by Ben Sullivan (formerly Head of Insights and Innovation at Potentiate), he said “As a researcher and strategist, this tool sheds light on things I have wanted to be able to see for so long. There are so many ways that it can be used to improve how advertisers spend their digital display budgets and provide new insights into the effectiveness of campaigns. There are a couple of similar players in the market, but none deliver the depth of data that AdClarity does”.
As well as heading up AdClarity, Ben will continue his role as Head of Automotive Services at Potentiate.
Henry and Ben are looking forward to showing this product to clients in Australia and shining light on a part of the advertising ecosystem, particularly in social media and other walled gardens, that until now, has not been visible.