TV Network Consortium Adds Members, Makes Gains In Advanced Audience Targeting

An advanced advertising TV network consortium says it has made gains since its first meeting a year ago -- all to define new audience targets.

Over the course of the year, The Advanced Target Standards Group  (ATSG) has grown from seven to 12 TV network owners, and iss providing media agency representation via the Coalition for Innovative Media Measurement’s (CIMM) Advanced TV Committee.

The TV groups now include: Disney-ABC Television, A+E Networks, AMC Networks, Discovery Communications, Fox Networks Group, GSN, Scripps Networks Interactive, The Weather Channel and 20th Century Fox Television.

“With participation from a broad range of industry stakeholders, we are closer to achieving an easier path to transact at scale with advanced audience segments,” stated Pete Doe, chief research officer of clypd, the audience-based sales TV advertising company, which formed the ATSG in August 2016.

ATSG says other progress made during the year includes determining “110 predefined targets, based on Nielsen advanced data-sets,” with data coming from a number of suppliers, including Nielsen/GfK, MRI Fusion, Nielsen Buyer Insights and Nielsen Catalina Solutions.

ATSG says this is category-specific rather than brand-specific. It is designed to provide some standardization of consumer targets, such as “moviegoers” and “auto-intenders.”

In addition, the ATSG says it has offered methodology for buyers and sellers to calculate target sizes and impressions delivery, a research paper assessing the impact of classification “lag” in advanced target data-sets, and other guidelines for advanced target linear transactions.

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