ABI asked three respected media research analysts for their takes on the Video Advertising Bureau's proposal to adopt average audience per minute as a "common currency" for evaluating audience claims across television and digital media.
U.S. International Media (USIM) is spearheading a test for a retail client using data beyond age and gender to target audiences in the broadcast television environment.
Some see over-the-top as the platform with the most potential for eventually enabling efficient, scalable, one-to-one targeting in the television environment, but there are obstacles to overcome.
One of the biggest challenges in the move toward programmatic or automated buying is that media planners and buyers alike are simultaneously blessed and challenged by the proliferating third-party and first-party data sources and platforms in play.
Srishti Gupta, president of the IRI Media Center of Excellence, discusses the progress and remaining challenges in harnessing consumer purchasing and other beyond-demographics data in television -- particularly in a programmatic environment.