Among the more noteworthy aspects of the ongoing evolution of advanced television is the pace at which the use of syndicated data sets for targeting viewers has spurred the use of advertisers\u2019 first-party data, according to NBCUniversal\u2019s Mike Rosen.<\/p>\n

And even while advanced audience targeting will be the subject of many conversations at this year\u2019s Upfront season, it will be as a \u201ccomplement\u201d to the traditional powers of television advertising, Rosen says in this interview with Beet.TV. at the Advanced Advertising Summit<\/a>.<\/p>\n

\u201cWhen our world of premium video and television first started getting into the world of advanced targeting, it was very much reliant on a lot of third-party segments,\u201d says Rosen<\/a>, who is EVP, Advanced Advertising and Platform Sales.<\/p>\n

Using syndicated data segments \u201cwas a great place to start.\u201d<\/p>\n

What surprised Rosen was the speed at which advertisers began to bring their own first-party data to the targeting process. \u201cWhat was so pleasing is that as soon as advertisers and their agencies started to understand the power of this, it started to unlock what they\u2019ve been doing in other worlds, like digital and social, which is using first-party data.\u201d<\/p>\n

He describes first-party data as an \u201cincredible competitive advantage because they understand their consumer,\u201d be it e-commerce or brick-and-mortar locations. That same data can \u201cdeeply inform linear television, addressable television campaigns, our full episode player, streaming online, our over the top, Hulu.\u201d<\/p>\n

Combined with brand-safe content, first-party defined audiences provide \u201cthat complete link from client all the way to media buy. That\u2019s incredibly exciting,\u201d Rosen says.<\/p>\n

\u201cI think what surprised us in a good way was how quickly we went from third-party data, sort of testing the pipes, to jumping right into let\u2019s really light this up with first party data and get this engine to really run and see the ultimate promise of it.\u201d<\/p>\n

During the Upfronts, advanced targeting will be a factor, but advertisers will still concentrate on priorities like tent-pole sponsorships and major sporting events, plus \u201ccontent and context-first decision making. That\u2019s part of what has made television so powerful and so effective over the years. We see this as a perfect complement.\u201d<\/p>\n

This video was produced at the Advance Advertising Summit in New York.\u00a0 \u00a0Please find more videos on this page<\/a> from the Beet.TV series presented by 4C.\u00a0<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"

Among the more noteworthy aspects of the ongoing evolution of advanced television is the pace at which the use of syndicated data sets for targeting viewers has spurred the use of advertisers\u2019 first-party data, according to NBCUniversal\u2019s Mike Rosen. And even while advanced audience targeting will be the subject of many conversations at this year\u2019s […]<\/p>\n","protected":false},"author":17,"featured_media":50579,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"mc4wp_mailchimp_campaign":[]},"categories":[7117],"tags":[5395,6696,7116],"_links":{"self":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/50577"}],"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=50577"}],"version-history":[{"count":0,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/50577\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/media\/50579"}],"wp:attachment":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/media?parent=50577"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/categories?post=50577"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/tags?post=50577"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}