The increase in data-driven automated advertising transactions for television is driving Horizon Media to introduce HorizonAdvanced, a new unit designed as a centralized vetting process to identify the value of new non-traditional TV platforms.
Horizon said it will integrate its television innovation efforts with its national television activation team to spearhead innovation in the areas of advanced, programmatic and addressable TV buying.
HorizonAdvanced will be responsible for evaluating existing programmatic and addressable offerings, and will be tasked with the development and refinement of the agency’s proprietary tools to address the future of television activation.
“We are excited to be a part of creating an industry standard solution to make media investments more effectively and to deliver more value to our clients," says Marianne Gambelli, chief investment officer at Horizon Media.
Horizon executive Sam Rose, a nine-year veteran of Horizon Media’s national TV team, will oversee the HorizonAdvanced unit.
“Creating this specialty group at Horizon will allow the agency to more effectively use inventory and create more value across linear television channels while offering clients more precise data-driven audience targeting,” said Rose.