As the programmatic TV drumbeat continues to accelerate, data and its use in the ecosystem remain at the center of the conversation. Many are talking about data’s ability to drive better
measurement, targeting and return within the advertising industry. However, there are more sophisticated data management strategies that can further enable the efficient buying and selling of
television ads.
It starts with leveraging data sets of various television suppliers and turning their existing information flow into a powerful tool that allows them to grow and
differentiate themselves within the marketplace.
Using data to drive more value for both the buyers and sellers must begin with the supply side effectively aggregating and packaging their
inventory in ways never before possible. This isn’t an issue given in the digital world, given industry standards imposed by the Interactive Advertising Bureau and others that drive
standardization on every transaction for both buyers and sellers.
Television is different. While limited standards exist, some of the biggest suppliers of television inventory worldwide have
multiple divisions with numerous products (network, cable, broadcast TV and online video), each with its own set of data, processes, practices and businesses as well as the inability to properly scale
these sets of inventory in an automated fashion.
It is for this reason that data management and usage are the most crucial building blocks in this new media environment. This can be the
difference between attaining efficiency and increased value of inventory for suppliers, and being bogged down in overly complex manual processes that result in lost advertising opportunities.
Focusing on the many ways data can be applied—whether it’s looking at the customer’s spending behavior, traditional ratings and measurement units, or intelligence garnered for the
first time—can help accelerate adoption in the marketplace, benefitting the larger TV ecosystem.
Taking this approach requires starting with the supply side, enabling both buyers and
sellers to unlock value previously not attained. This approach optimizes broadcasters’ inventory in a way that could not previously be achieved, by allowing them to compete at scale and apply
outside data to their scaled inventory.
Transformation in the programmatic TV marketplace continues, with effective data usage being the catalyst.