Advanced Advertising Summit<\/a>, Levine puts those virtues and benefits into the context of the industry\u2019s ongoing quest for more unified targeting and measurement.<\/p>\nPanels tend to be smaller than other options but can go deep in terms of being able to get a vast amount of information about the individual members of the panels. \u201cPanels can typically go down in terms of Nielsen to the person level, and that is a powerful thing for the TV advertising ecosystem,\u201d says Levine.<\/p>\n
With cable set-top boxes, \u201cwhat you\u2019re doing to a certain extent is you\u2019re moving away from person-level measurement to household level measurement.\u201d This comes closest to census-level so that \u201cyou can get into the multiple tens of millions of households tracking what they\u2019re viewing.\u201d<\/p>\n
The downsides to set-top boxes: they don\u2019t capture over-the-air, over-the-top or connected-TV viewing behavior. \u201cSo that\u2019s missing a lot of viewership potential,\u201d says Levine.<\/p>\n
Which leaves automatic content recognition, which provides second-by-second viewership information. \u201cACR by nature defaults to that very, very granular level.\u201d<\/p>\n
More granular than just having household mailing addresses, ACR provides \u201ca different level of identity resolution and matching\u201d owing to user registration information and home IP addresses.<\/p>\n
\u201cACR not only allows viewership of what you\u2019re watching through your cable operator it would potentially, provided your TV set\u2019s connected to the Internet, allow you also capture over the air viewership,\u201d Levine says. \u201cBut what\u2019s even more interesting is combining that with connected TV viewership.\u201d<\/p>\n
Layered on top of panel, set-top box and ACR data are additional datasets for targeting purposes. \u201cSo it\u2019s exciting, it\u2019s diverse, it\u2019s a little bit of a Wild West environment. It creates a lot of opportunity but it\u2019s going to be a while for the industry to normalize and accept what is good and what is great,\u201d he adds.<\/p>\n
For now, a big focus is on figuring out how many impressions are available to sell and how many end up being delivered against precision targets, with unduplicated reach a key goal.<\/p>\n","protected":false},"excerpt":{"rendered":"
Sometimes, having a few options doesn\u2019t provide one optimal solution. A case in point is television-viewing data, from traditional Nielsen panels to second-by-second tracking from automatic content resolution technology. \u201cEach source of viewing data has its own virtues and benefits. They have challenges as well,\u201d says Noah Levine, SVP, Advertising Data & Technology Solutions, Fox […]<\/p>\n","protected":false},"author":17,"featured_media":50557,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"mc4wp_mailchimp_campaign":[]},"categories":[7117],"tags":[3531,5935,6183,7116],"_links":{"self":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/50555"}],"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=50555"}],"version-history":[{"count":0,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/50555\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/media\/50557"}],"wp:attachment":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/media?parent=50555"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/categories?post=50555"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/tags?post=50555"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}