WPP's Kantar Media unit is introducing what it calls the "next generation of TV audience analytics" in the U.S. marketplace, a service that will enable advertisers, agencies and media to segment TV
audiences based on their viewing behavior patterns. The service, dubbed InfoSysRPD, initially will be available for subscribers of Kantar's DirectView system, which derives digital set-top data from a
panel of 100,000 DirecTV satellite TV subscribers. Kantar said it plans to roll out other Kantar Media RPD services later this year. The service is yet another move giving television advertisers the
ability to behaviorally target consumers the way they do with online media.
WPP's GroupM unit has an equity stake in Invidi Technologies, a company that is developing the ability to send
addressable ads to specific TV households.
