MIAMI \u2013 What used to be transactional relationships based on dayparts and demographics in the television business is quickly evolving into \u201cmore of a data relationship,\u201d according to NBCUniversal\u2019s EVP of Portfolio Sales, Mike Rosen.<\/p>\n

\u201cThis is happening so quickly. What we now realize is it\u2019s leading to a very different kind of relationship we have with the end user marketer and their agency,\u201d Rosen says in this interview at the recent Beet Retreat Miami 2017<\/a>.<\/p>\n

Data has always been an integral part of the TV-buying process, but its usefulness was limited, if not suppressed, by the traditional ways of doing business.<\/p>\n

\u201cWhat would happen over the course of the process from media plan to buy, a lot would get lost in the translation,\u201d Rosen<\/a> says. \u201cIt would get dumbed down from being a pretty precise target that would be informed by data into just the lowest common denominator of age and gender.\u201d<\/p>\n

Now it\u2019s common for agencies to present \u201csome incredibly rich\u201d first-party data from their marketer clients. Their desire is to \u201cbe able to empower that data to help be a part of the decisioning for what media they purchase from us.\u201d<\/p>\n

NBCU<\/a>\u00a0has made available $1 billion of its inventory for advanced audience targeting, an effort that Rosen says has been embraced by the marketplace. It\u2019s an example of what he terms the \u201cbest advertising environment\u201d of TV and premium video becoming even better.<\/p>\n

Asked to define the term programmatic, Rosen says \u201cit\u2019s the automation and data infusion of things that used to be done in a very packaged, managed process by us based on business rules that haven\u2019t changed in decades.\u201d<\/p>\n

The approach taken by NBCU is one of being agnostic. This means advertisers can avail themselves of the company\u2019s optimizations\u2014informed by data from Comcast set-top box data from 22 households\u2014or avail themselves of NBCU inventory via demand-side platforms or private marketplace transactions.<\/p>\n

\u201cAs long as better data, better data segmentation informs the buy, we know it will work harder. We know it will be more effective.\u201d<\/p>\n

This video was produced at the Beet Retreat Miami, 2017 presented by Videology along with Alphonso and 605. For more videos from the event, please visit this page<\/a>.<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"

MIAMI \u2013 What used to be transactional relationships based on dayparts and demographics in the television business is quickly evolving into \u201cmore of a data relationship,\u201d according to NBCUniversal\u2019s EVP of Portfolio Sales, Mike Rosen. \u201cThis is happening so quickly. What we now realize is it\u2019s leading to a very different kind of relationship we […]<\/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":[6898],"tags":[5301,5395,5609,5883,6696,6899],"_links":{"self":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/49105"}],"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=49105"}],"version-history":[{"count":0,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/49105\/revisions"}],"wp:attachment":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/media?parent=49105"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/categories?post=49105"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/tags?post=49105"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}