An integration between dataxu and Sorensen Media is designed to reduce the time needed to activate and measure addressable television campaigns so that addressable starts to mimic the speed at which over-the-top TV has taken root. \u201cThis is going to be an explosion, a dramatic change in the market,\u201d says Sandro Catanzaro, dataxu\u2019s Chief Innovation Officer & Co-Founder.<\/p>\n
It can typically take several weeks for addressable linear TV campaigns to be created and activated, Catanzaro notes in this interview with Beet.TV. \u201cThe integration enables us to do an immediate activation. You can be live in half an hour. That\u2019s really amazing.\u201d<\/p>\n
It\u2019s all about reducing the barriers to entry for addressable so that more advertisers take advantage of its targeting and attribution aspects.<\/p>\n
\u201cThese addressable TV campaigns used to be very manual. You have to use a significant budget to actually justify the amount of work,\u201d says Catanzaro. \u201cThese days you can create a campaign for as little as you want, the campaign will go live and there is basically no humans in the loop.\u201d<\/p>\n
Embedded in TV sets, Sorenson\u2019s technology can detect whatever is happening on the screen via automatic content recognition. From an advertising standpoint, everything happens in real-time, meaning buyers can start, stop or pause campaigns, or change target audiences, in seconds, as Sorenson\u2019s Stefan Maris explains in this Beet.TV interview<\/a>.<\/p>\n As it rolls out the Sorenson integration with agency partners, \u201cWe think this is going to help them activate much faster and be much more flexible. It also brings them control\u201d in that campaign reporting doesn\u2019t have to wait until the campaign ends. \u201cNow you can actually start working on pacing, you can change pacing on the platform. You can also control frequency.\u201d<\/p>\n Using dataxu\u2019s<\/a> cross-device targeting solutions, advertisers can allocate frequency by device and now include TV sets that have Sorenson\u2019s technology. The company\u2019s OneView identity and data management platform links consumers across all the devices they own while linking them to households.<\/p>\n \u201cYou\u2019re linking that exposure to a commercial that may happen on a desktop or on a mobile device. Or actually somebody may walk by a store and can also connect those. And that happens organically.\u201d<\/p>\n As the Wall Street Journal reports<\/a>, AMC Networks signed on with Sorenson for targeted ads. Discovery Networks has been in pilot mode as well.<\/p>\n