The collection of modern, automated ad trading practices known as \u201cprogrammatic\u201d may seem to sit squarely with natively digital media and with on-demand video.<\/p>\n

But, little by little, other platforms are getting lit up with these new tricks, too – even good ‘ol linear TV.<\/p>\n

“On the linear side, (we) really have been focused on ‘How do we apply that programmatic mindset to our linear teams?’,” says Megan Pagliuca, media agency Hearts & Science chief data officer, in this video interview with Beet.TV.<\/p>\n

She says that involves a transformation in measuring, planning and allocating linear TV ads.<\/p>\n

“We essentially have pulled together a view of TV consumption and TV performance data … using ACR (automated content recognition) and set top box data sets,” Pagliuca adds. “We can then tie that into our digital log so we have a connected view.”<\/p>\n

The new capability allows agencies to start thinking about even linear TV ad inventory as though it were akin to digital media inventory.<\/p>\n

When platforms are able to measure real consumption of even linear TV ad play-outs, using the automated content recognition algorithms that report what viewers are really watching as opposed to panels, the data supports more sophisticated actions.<\/p>\n

“Then we can plan with an audience-first approach, and then we can allocate,” Pagliuca explains. “The inventory we’ve gotten through the upfronts … we buy it the same way we always have, but then we reallocate that inventory based on this smarter, more data-driven view.”<\/p>\n

You are watching Beet.TV coverage of Cannes Lions 2019. For all of our Cannes coverage, please visit this page<\/a>. Thank you to our sponsors of our festival coverage which are Amobee, Innovid, Nielsen, RTL AdConnect and Teads. Special thanks to Hearts\u00a0 & Science for hosting Beet.TV for the Festival.<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"

The collection of modern, automated ad trading practices known as \u201cprogrammatic\u201d may seem to sit squarely with natively digital media and with on-demand video. But, little by little, other platforms are getting lit up with these new tricks, too – even good ‘ol linear TV. “On the linear side, (we) really have been focused on […]<\/p>\n","protected":false},"author":15,"featured_media":61076,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"mc4wp_mailchimp_campaign":[]},"categories":[8018],"tags":[5988,8036],"_links":{"self":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/61072"}],"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\/15"}],"replies":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/comments?post=61072"}],"version-history":[{"count":0,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/61072\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/media\/61076"}],"wp:attachment":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/media?parent=61072"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/categories?post=61072"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/tags?post=61072"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}