SYS-CON MEDIA Authors: Carmen Gonzalez, Sean Houghton, Glenn Rossman, Ignacio M. Llorente, Xenia von Wedel

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Turn Launches Programmatic TV to Bring True Cross-Channel Advertising to Top Brands and Agencies

REDWOOD CITY, CA -- (Marketwired) -- 05/08/14 -- Turn (turn.com), the marketing software and analytics platform, today launched programmatic TV, giving marketers the power to find and target audiences online and offline, across every device and channel. Leading digital agency Sq1 is the first agency to join the Turn Beta Connect program to make the new offering available to customers who include major national retailers.

Turn runs data-driven marketing campaigns for 90% of the Ad Age 100 leading national advertisers, who annually spend a whopping $36.4 billion on TV advertising in the US alone.

This new offering is an expansion of the cross-channel and cross-device capabilities of Turn Audience Suite data management platform (DMP). Brands and agencies will use first- and third-party data to build audience segments in Audience Suite, then forecast availability against inventory provided by TV supply side platforms (SSPs) accessed through Turn Campaign Suite. Turn is building an ecosystem for programmatic TV that already offers the ability to reach millions of households across the US with a robust array of anonymous audience data through set-top boxes.

"Turn gives the brands Sq1 works with an unprecedented ability to leverage audience data and take action to reach consumers across channels and devices," says Ernie Capobianco, CEO of Sq1. "Opening the programmatic TV channel will help us to bring the nation's largest retailers better and smarter strategies for bridging online and offline tactics and delivering powerful cross-channel results."

Daikin, a leading multinational manufacturer of energy-efficient indoor comfort solutions, is an advertiser working with Sq1 to take advantage of this new capability. "Turn's programmatic TV solution opens a new channel for us to apply data-driven insights to reach our audience with incredible efficiency," says Rex Anderson, director of communications at Daikin. "We expect this innovative approach will help us exceed our performance goals."

Turn plans to enable buyers of digital media and TV to use a single software interface and a single login through the Turn platform to access billions of ad impressions and data points from a vast array of online and offline data and inventory providers.

"TV is the next frontier for data-driven marketing and Turn is pioneering in this drive into the vast programmatic television landscape for the world's top brands and agencies," says Joshua Koran, SVP of product management, Turn. "We have built on our in-house domain and technical expertise to design a system to help marketers understand and leverage audience insights to create a single, unified view of consumers and simplify engaging them across the various inventory sources, ad formats and devices they interact with on a daily basis."

Turn provides three real-time marketing applications: Audience Suite, an enterprise data management platform; Campaign Suite, a digital media buying platform for video, mobile, social, and display advertising; and DataMine Analytics, a data exploration, optimization and warehousing solution purpose-built for marketers. Turn works with the world's top brands, agencies and trading desks, including Accuen, Aegis, AMNET, Chrysler, Experian, Kraft, Microsoft, OMD, Thomas Cook, Toyota, Verizon, VivaKi and Zales.

About Turn

Turn delivers real-time insights that transform the way leading advertising agencies and enterprises make marketing decisions. Our integrated cloud platform enables data management, cross-channel advertising, and advanced analytics from a single login, along with point-and-click access to more than 130 integrated technology partners. Turn is headquartered in Silicon Valley and provides its products and services worldwide. For more information, visit turn.com or follow @turnplatform.

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