Advocado allows advertisers to connect TV ads with Google Search - Show Notes

Advocado allows advertisers to connect TV ads with Google Search

Saturday Aug 31, 2019 (00:13:48)

Description

One of our absolute favorite interviews from Collision 2018 was with a company called Advocado. That's why we brought back the co-founder, Brian Handrigan, to give us an update on the platform.

The platform is designed to give companies the ability to enhance their online advertising experience while making it less expensive to accomplish. It all works by knowing what is happening on television and responding accordingly. Advocado's system watches television all over the country looking for specific advertising and content. When that content is detected, the system goes into action, making changes to Google AdSense advertising rules for a short period after the trigger.

Since last year, some big changes have happened. First, no longer does the system require a special watermark to identify the triggering content. This is important because it means that an advertiser can now run online micro-campaigns based on content that is not theirs. Previously, Amazon could buy Google keywords for AWS and cloud for 3 minutes surrounding their Amazon Web Services commercials. Now, Microsoft can buy keywords for AWS and cloud for 3 minutes surrounding commercials for Amazon Web Services. This is a game-changer for companies who want to take advantage of the increased search traffic of their competitors.

The second big change is the response from Google to the platform. Google uses AI to detect changes on the internet to identify indicators for search results. For example, a trending topic on Twitter might change the way search results are displayed for related keywords. Advocado's technology has been so effective for their customers that Google's AI has detected the platform's buying directives as search trend indicators. This means that the longer a campaign runs for a particular keyword, the better the results will get for the advertiser.

Advocado's advertising platform is available now as a full-featured platform. To learn more, check out their website.

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Participants

Scott Ertz

Host, Episode Author

Scott is a developer who has worked on projects of varying sizes, including all of the PLuGHiTz Corporation properties. He is also known in the gaming world for his time supporting the DDR community, through DDRLover and hosting tournaments throughout the Tampa Bar Area. Currently, when he is not working on software projects or hosting F5 Live: Refreshing Technology, Scott can often be found returning to his high school days working with the Foundation for Inspiration and Recognition of Science and Technology (FIRST), mentoring teams and judging engineering notebooks at competitions. He has also helped found a student software learning group, the ASCII Warriors.

Daniele Mendez

Host

Daniele is a student at Florida Polytechnic University who is studying Computer Science with a concentration in Cyber Security. In High School, she was introduced to the science and technology world through the Foundation for Inspiration and Recognition of Science and Technology (FIRST), a robotics foundation where students of varying ages can compete through tasks that their robots perform. With help from mentors she met through FIRST, she became interested in programming and developing. Today, Daniele is a special events host for F5 Live: Refreshing Technology and PLuGHiTz Live Special Events and a co-host for both The New Product Launchpad and FIRST Looks.

Interview

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