Many TV deals are moving away from gender and age targets towards advanced targets using fused research databases, transactional databases and 1st party customer data. This paper covers the opportunities and challenges in activating these negotiations including:
What data can be used to make linear TV ads more targeted?
How do buyer and seller get to a consensus when going beyond gender and age targets?
How can advanced target data be activated optimally and seamlessly in the activation process?
How much gain in targeting efficiency is achieved?
How can linear TV deals like this be integrated with digital cross-platform deals?