VIEQUES, PR — Already this year, several of the big US TV networks have declared they will make moves to let advertising buyers use granular and first-party viewer data, over and above traditional Nielsen data, to target ads on linear TV.
Speaking on this Beet Retreat panel, representatives of the networks explained their strategy.
The recent announcements included:
Fox, Viacom and Turner teamed to form OpenAP, a system in which they will allow ad buyers to define audience segments that are targetable across the networks, not just individually.
NBC plans to sell $1bn of its upfront inventory through its own Audience Targeting Platform.
Panelists also discussed the emergence of addressable TV advertising technologies and amateur versus premium video.
This interview was conducted by MediaLink MD Matt Spiegel.
This video is part of a series produced at the Beet.TV Executive Retreat in Vieques. The event and series is presented by Videology and 605. For more videos from the series, please visit this page.