Omnicom Media Group\u2019s Jonathan Steuer is encouraged by the emergence of solutions that \u201cco-mingle\u201d set-top box and automatic content recognition viewing data, the most recent example of which is FreeWheel Media working with Inscape.<\/p>\n

At the recent FreeWheel NOWFRONT<\/a> event in Manhattan, Steuer, who is Chief Research Officer, welcomed the \u201cconsistent effort across almost all of the networks and network groups to try to make advanced TV solutions work,\u201d he explains in this Beet.TV interview.<\/p>\n

This is in contrast to just a few years ago, when individual TV networks began to roll out their own advanced-targeting arrangements.<\/p>\n

\u201cThen we had OpenAP, which does not appear to be a force in the marketplace for this year\u2019s UpFront,\u201d Steuer says. \u201cBut every conversation we\u2019re having with network groups involves some notion of trying to move or investment toward more advanced TV and other kinds of targeting and measurement, and we think that\u2019s great.\u201d<\/p>\n

Omnicom<\/a> has been using data from Vizio-owned Inscape \u201cpretty deeply\u201d for the past nine months and is currently working with VideoAmp<\/a> to conjoin set-top box and ACR data. \u201cI was pleased to see this morning that FreeWheel announced<\/a> they\u2019re doing the same thing with Comcast and Vizio Inscape ACR data.\u201d<\/p>\n

This is because set-top box and ACR data do different things very well, according to Steuer.<\/p>\n

\u201cACR lets us get some read of both content and commercial exposure across sources so we can see both OTT and linear delivery in that data set. Set-top box data gets you every TV in the household, typically when people are pay-TV subscribers, but only gets you pay-TV subscribers.\u201d<\/p>\n

What still needs to happen is for MVPD\u2019s and ACR providers to make their data available in a more \u201cdemocratized\u201d fashion. \u201cBut at least now we see steps in that direction, which is great,\u201d Steuer adds.<\/p>\n

Asked about a unified data platform that would serve much if not all of the TV industry, Steuer cites a \u201ctrust problem\u201d with having any single vendor be the data aggregator.<\/p>\n

\u201cSo what I think is going to have to happen is each of the data aggregators to find a way to make their data available in a linkable but segregated format.\u201d<\/p>\n

The end goal is the formation of a common set of data formats, pre-processing rules and linkage mechanisms.<\/p>\n

\u201cThat\u2019s the only way to evolve the TV business to compete in the world of walled gardens,\u201d Steuer says.<\/p>\n

This video is part of Beet.TV\u2019s coverage of The FreeWheel NOWFRONT<\/a>: Media Reimagined. For more coverage from the series, please visit this page<\/a>.<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"

Omnicom Media Group\u2019s Jonathan Steuer is encouraged by the emergence of solutions that \u201cco-mingle\u201d set-top box and automatic content recognition viewing data, the most recent example of which is FreeWheel Media working with Inscape. At the recent FreeWheel NOWFRONT event in Manhattan, Steuer, who is Chief Research Officer, welcomed the \u201cconsistent effort across almost all […]<\/p>\n","protected":false},"author":17,"featured_media":59427,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"mc4wp_mailchimp_campaign":[]},"categories":[7879],"tags":[5267,5597,5937,5938,6853,7128],"_links":{"self":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/59425"}],"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=59425"}],"version-history":[{"count":0,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/59425\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/media\/59427"}],"wp:attachment":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/media?parent=59425"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/categories?post=59425"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/tags?post=59425"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}