Liqwid, an advertising platform that delivers cross-website campaigns with a single responsive Rich Media or HTML5 ad unit, adapting to any size on any property on any screen, reportedly added device-based ‘dayparting’ for its online ad serving platform customers.

Dayparting is a process by which a day is divided into parts, and into which radio and TV programming is scheduled. Based on target audiences on the particular part of the day, programs are placed into those time slots.

Nikolai Mentchoukov, CEO at Liqwid commented, “You don’t see ads for toys at night. And you will not see ads for beer Saturday morning, and very very good reason. Advertisers are highly sensitive to not only where their ads are seen, but when. But online ad serving platforms have failed to deploy reliable technologies that not just emulate television-like dayparting, but actually make it integral to the scheduling schema. This is where Liqwid has finally broken the barriers and made real and actual dayparting a reality for online advertisers.”

Liqwid claimed that its Dayparting capability is unique as it is based on time of day targeting and reporting using the Viewer’s Time, a system of time which correlates to the viewer’s local time zone. Liqwid reports, calculations and analytics correlate Liqwid impressions, exposure time and length, clicks, and other events, to the Viewer’s Time.

After analyzing these reports and results, ad campaigns are scheduled.

Mentchoukov explained, “Most ad servers use ‘server time’ to time ad deliveries. This is totally inadequate and causes the advertiser to compensate online schedules with messy tables and time zone calculations. Liqwid uses the ‘device time’ to slot ad deliveries. There, it’s simple as that. No more ‘server time’ – we don’t need it. We only deliver ads to devices that meet the actual scheduling requirements.”

The company also employs the patent-pending ‘Viewer Directed Placement’ methodology for increasing advertising management and effectiveness, by adding TV-like scheduling and prime-time targeting capabilities.