• by Karlene Lukovitz  @KLmarketdaily, August 17, 2021

The TV Data Initiative (TVDI) — a new group that aims to streamline the data ecosystem across advanced TV and “future-proof” the premium video business — has formed an advisory group comprising experts from television networks, streaming services, and ad-tech companies.

TVDI -- launched in April by Blockgraph, Dish Media, Eyeota, MadHive, Magnite, TransUnion and Tru Optik, TVSquared and VideoAmp -- is reviewing the buy- and sell-sides to identify practical steps that could be taken to support the growth and development of the market, while respecting and protecting consumer data and privacy.

In coming months, TVDI plans to include input and insights from the Expert Advisory Group in published interviews and findings from its research and analysis.

The advisors will inform TVDI about the data strategies and capabilities of major agencies, and the steps that leading networks, MVPDs and programmers are taking to support advertisers with data-enabled TV ad buys, among other key areas, according to Jon Watts, project director for the initiative.

On the buy side, EAG members include executives from Avis Budget Group, Nissan USA, PepsiCo, Dentsu, GroupM, Finecast USA, Spark Foundry, and Horizon Media.

Sell-side companies represented include Comcast, Discovery, Fox, NBCUniversal, Warner Media, Philo, Roku and Tubi.

Other members include executives from the Association of National Advertisers and the Coalition for Innovative Media Measurement (CIMM), suppliers and platforms including Ampersand, Epsilon and Lotame, and legal firm Linklaters.