CANNES – Building the infrastructure required to deliver addressable TV ad campaigns at scale is a “10-year sprint” for the man charged with doing that for the world’s biggest media agency holding group.<\/p>\n
But Jakob Nielsen is having the time of his life.<\/p>\n
In 2017, WPP’s GroupM launched Finecast, aiming to<\/a> \u201chelp advertisers address hard-to-reach TV viewers through a single access point with standardised measurement\u201d, beginning in the UK and since launching in Australia.<\/p>\n Now Finecast CEO Jakob Nielsen says the outfit will launch in another country this coming September.<\/p>\n Having launched in the UK, the unit is up to 51 people and has also set up in Australia.<\/p>\n “We are starting to really scale,” says Nielsen – of both Finecast and the addressable ecosystem in general. “Now it feels like there’s a shift this year.”<\/p>\n