The fall of 2017 has been a big season of integrations for data science and media technology provider 4C Insights. First came its link to Mediaocean on the buy-side and shortly thereafter NBCUniversal on the sell-side.<\/p>\n

With NBCU making its television inventory available via application programming interfaces, \u201cit was pretty natural for us to come together,\u201d says Anupam Gupta, Chief Product Officer, 4C Insights.<\/p>\n

Since its founding in 2011, 4C has brought data science together with workflow to facilitate smoother and more efficient media planning and buying, beginning with digital platforms like Facebook, Instagram, Twitter, Pinterest, Snapchat and LinkedIn. \u201cWe started doing that with social, but of course social is not the be all and end all,\u201d Gupta says in this interview with Beet.TV. \u201cWhat we\u2019re trying to get to is cross channels. TV of course is a big share of eyeballs.\u201d<\/p>\n

4C decided just over a year ago to expand beyond social, choosing linear TV as opposed to video. \u201cIn the TV case, some of the brands that we work with are bringing CRM data to linear TV, which hasn\u2019t necessarily been done before.\u201d<\/p>\n

In a deal<\/a> announced this month involving retailer Target, 4C has access to NBCU inventory \u201cthat is available to buy, let\u2019s say, over the next couple of months. So therefore in the 4C planner you can plan a campaign and out comes a media schedule that says \u2018here is how you want to allocate your budget to reach the goals that you have across the various programs on NBC,\u2019\u201d Gupta explains.<\/p>\n

With the Mediaocean combination<\/a> announced in September, 4C\u2019s platform brings together inventory bought in both the Upfront and scatter markets. \u201cIt was very important that we cover both the use cases. We tap into the inventory, build an optimized plan and push that plan back into Mediaocean by integration.\u201d<\/p>\n

Gupta says that in the last six months or so, everyone is talking about applying \u201caudience centricity\u201d to linear television \u201cand frankly television more broadly speaking. It\u2019s the same thing that\u2019s been done in digital advertising.\u201d<\/p>\n

Calling it the best parts of digital advertising now coming to linear TV, he welcomes the ongoing wave of buyers and sellers pushing the envelope of innovation.<\/p>\n

\u201cI think the people who are going to be successful down the road are the ones that are experimenting with these things now, getting the kinks out of the system, learning and then moving along,\u201d Gupta says. \u201cAnd I think next year you\u2019re going to see a lot of the stuff happening at scale is my prediction.\u201d<\/p>\n

This video is part of a series of Beet.TV\u2019s coverage of the Advanced Advertising conference held during NYC TV Week. Beet.TV\u2019s coverage is presented by 4C Insights. Please find additional videos on this page<\/a>.<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"

The fall of 2017 has been a big season of integrations for data science and media technology provider 4C Insights. First came its link to Mediaocean on the buy-side and shortly thereafter NBCUniversal on the sell-side. With NBCU making its television inventory available via application programming interfaces, \u201cit was pretty natural for us to come […]<\/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":[6839],"tags":[5279,5323,3384,3421,5191,5395,5935,6036,6845],"_links":{"self":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/48418"}],"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=48418"}],"version-history":[{"count":0,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/48418\/revisions"}],"wp:attachment":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/media?parent=48418"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/categories?post=48418"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/tags?post=48418"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}