LAS VEGAS \u2013 If multichannel video programming distributors won\u2019t share their set-top box data, how do media buyers and sellers expand the practice of audience buying? Not quickly.<\/p>\n

This is the main takeaway from a Beet.TV panel discussion at CES 2017 focusing on advanced television targeting. Held at held the OMD Oasis<\/a> at The Venetian, the panel featured sell-side executives from NBCUniversal and Turner, TV data specialist Kristin Dolan and Omnicom Media Group\u2019s Chief Research Officer, Jonathan Steuer.<\/p>\n

Steuer started things off on a positive note by opining that the industry has made more progress in using set-top box data for audience targeting and performance measurement in the last 18 months than it had in the past eight years. The elephant in the room: How buyers can use the data at scale across multiple TV networks and inventory pools in the most efficient way.<\/p>\n

\u201cThe at scale is the tricky part,\u201d said Steuer, whose research background includes a long stint at TiVo<\/a>.<\/p>\n

The desire for data consolidation didn\u2019t come as a surprise to Denise Colella, SVP, Advanced Ad Products & Strategy at NBCU. \u201cI think we hear that loud and clear from all the folks on the buy side,\u201d said Colella. \u201cPeople want to do more audience buying. It isn\u2019t easy.\u201d<\/p>\n

She added that it\u2019s \u201cincumbent upon us as an industry to figure out how do we facilitate more buying of audience products.\u201d<\/p>\n

Michael Strober, EVP, Client Strategy & Ad Innovation at Turner, agreed that the process must be made more user friendly, particularly in comparison with the current modus operandi of most TV ad buyers.<\/p>\n

\u201cAgencies are structured and can do an enormous amount of business buying on Nielsen demo guarantees and running schedules. It\u2019s a machine,\u201d said Strober. \u201cYou talk about audience targeting and it\u2019s like you threw a wrench in the gears.\u201d<\/p>\n

Since MVPD\u2019s \u201cwon\u2019t share their data,\u201d moderator Matt Spiegel from MediaLink asked how data consolidation could occur.<\/p>\n

Acknowledging reality, Strober said, \u201cThose guys aren\u2019t going to send data to each other\u201d and suggested they should \u201cput it in some sort of common format in one or a few different common repositories that made it possible for folks on our side of the table to access it.\u201d<\/p>\n

Kristin Dolan, CEO of 605, which helps buyers and sellers analyze audience data, said consolidation would help everyone. \u201cOn the sell side the opportunity to have people really want your inventory because it\u2019s going to reach the people they\u2019re trying to reach is helpful. Why wouldn\u2019t you want to do that?\u201d said Dolan.<\/p>\n

Asked by Spiegel what entity could do the consolidating, Steuer suggested it would have to be standalone companies \u201cbecause the alternative is people grading their own homework.\u201d<\/p>\n

Dolan also cited the reluctance to share on the part of MVPD\u2019s, but said their data could be anonymized so that it can\u2019t be used improperly. \u201cEverybody\u2019s trying to solve the same problem of how do I contribute without it negatively impacting me,\u201d said Dolan. \u201cI want the benefit but I don\u2019t want the negative.\u201d<\/p>\n

This video was produced as part Beet. TV\u2019s coverage of CES 2017 presented by 605<\/a>. For more videos from the series, please visit this page<\/a>.<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"

LAS VEGAS \u2013 If multichannel video programming distributors won\u2019t share their set-top box data, how do media buyers and sellers expand the practice of audience buying? Not quickly. This is the main takeaway from a Beet.TV panel discussion at CES 2017 focusing on advanced television targeting. Held at held the OMD Oasis at The Venetian, […]<\/p>\n","protected":false},"author":17,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"mc4wp_mailchimp_campaign":[]},"categories":[6105,6154],"tags":[5313,3397,3898,5149,5395,5532,5883,5916,5938,5944,6108,6122,6140,6141],"_links":{"self":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/44305"}],"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\/17"}],"replies":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/comments?post=44305"}],"version-history":[{"count":0,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/44305\/revisions"}],"wp:attachment":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/media?parent=44305"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/categories?post=44305"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/tags?post=44305"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}