Granular viewership data (set-top-box, ACR, etc.) is bringing audience buying to the forefront of TV advertising.
The big question. Is this more of an advantage for the buy or sell side?
Quote from Brent McGoldrick — CEO @ Deep Root Analytics.
“Political campaigns will always know more about the audience they’re trying to target than the broadcasters do. In the data arms race between buyers and sellers, the sellers have to catch up.”
Broadcasters such as E.W. Scripps are moving aggressively with the launch of their MarketPredict platform.
Advanced TV targeting through set-top-box data has been around for 5+ years but has recently built adoption and scale.
Roughly 10–15% of linear TV advertising is transacted currently against customer data. Most of the focus is on the shift to addressable advertising for TV, but the bigger opportunity is combining the scale of linear TV optimized with customer data.