Simulmedia said it entered into a deal to use data about consumer behavior from the Oracle Data Cloud with the goal of creating "more effective and efficient ad campaigns for marketers,"
Broadcasting & Cable
reported. Oracle positioned the deal as an initial foray into the TV space. "The move shows that planning and buying advertising campaigns based on data is becoming
more accepted in the TV business. NBCUniversal says it plans to sell $1 billion worth of its ad inventory based on data. And Turner, Viacom and Fox have formed the OpenAP consortium designed to
standardize data-based audience buying and reporting," B & C
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