An advanced advertising TV network consortium says it has made gains since its first meeting a year ago — all to define new audience targets. Over the course of the year, The Advanced Target Standards Group (ATSG) has grown from seven to 12 TV network owners, and is providing media agency representation via the Coalition for Innovative Media Measurement’s (CIMM) Advanced TV Committee.
“With participation from a broad range of industry stakeholders, we are closer to achieving an easier path to transact at scale with advanced audience segments,” stated Pete Doe, CFO of clypd, which formed the ATSG in August 2016.
ATSG says other progress made during the year includes determining “110 predefined targets, based on Nielsen advanced data-sets,” with data coming from a number of suppliers, including GfK, MRI Fusion, comScore and Nielsen Catalina Solutions.
ATSG says this is category-specific rather than brand-specific.
In addition, the ATSG says it has offered methodology for buyers and sellers to calculate target sizes and impressions delivery, a research paper assessing the impact of classification “lag” in advanced target data-sets, and other guidelines for advanced target linear transactions.
Wayne Friedman. TV Network Consortium Adds Members, Makes Gains In Advanced Audience Targeting. MediaPost.
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