Independent sell-side advertising platform Magnite has joined the TV Data Initiative.
Launched in April 2021, the initiative is working with industry players to explore opportunities for applying targeting data across advanced TV, help identify challenges and barriers to identifying audiences and the support needed to overcome those, and help establish definitions and frameworks.
The group also plans to explore the potential for new collective arrangements to support data sharing, matching and quality within advanced TV.
Founding members include Blockgraph, Dish Media, Eyeota, MadHive, TransUnion, Tru Optik, TVSquared and VideoAmp.
“Pushing data-driven TV to scale requires standardization of new datasets, streamlining workflows, and simplifying connectivity to support media buyers and sellers, data and measurement providers and technology solutions,” stated Jonathan Steuer, an advisor to the Initiative. “Magnite will provide a new perspective and valuable insights to help move the industry toward such a collaborative vision.”