FORT LAUDERDALE — The advertising focus for 2015 will squarely be on ROI, thanks to the proliferation of programmatic buying, says Chris Monteferrante, VP National Sales at AT&T AdWorks<\/a>, AT&T’s advanced advertising arm, in an interview with Beet.TV.<\/p>\n AT&T AdWorks has rolled out a number of programmatic type products, including its TV Blueprint<\/a>\u00a0platform that enables more refined TV targeting, and has already boosted engagement metrics for early clients<\/a>. “We can take multiple attributes and target an audience based on household level viewership in a privacy compliant way,” he says. “On the back end, we are moving to an ROI model, taking third-party purchase level data and matching it up against viewership data.” Those metrics can reveal the true lift of an ad, and if the ad moved a viewer to purchase.<\/p>\n TV Blueprint aggregates data from more than 15 million set-top boxes to create a data-centric media plan to target TV audiences, according to specific interests, rather than via age and gender.<\/p>\n The Beet Retreat \u201915 was sponsored by AOL and\u00a0Videology<\/a>.\u00a0Please find additional videos from the event here<\/a>.<\/p>\n","protected":false},"excerpt":{"rendered":" FORT LAUDERDALE — The advertising focus for 2015 will squarely be on ROI, thanks to the proliferation of programmatic buying, says Chris Monteferrante, VP National Sales at AT&T AdWorks, AT&T’s advanced advertising arm, in an interview with Beet.TV. AT&T AdWorks has rolled out a number of programmatic type products, including its TV Blueprint\u00a0platform that enables […]<\/p>\n","protected":false},"author":3,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"mc4wp_mailchimp_campaign":[]},"categories":[5496],"tags":[3211,3269,4071],"_links":{"self":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/31982"}],"collection":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/users\/3"}],"replies":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/comments?post=31982"}],"version-history":[{"count":0,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/31982\/revisions"}],"wp:attachment":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/media?parent=31982"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/categories?post=31982"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/tags?post=31982"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}