SAN FRANCISCO, CA — The ability to track a consumer business action back to an ad exposure is one that has existed in digital media for some time.<\/p>\n
Now advanced connected TV platforms are getting in on the “attribution” act.<\/p>\n
Plain old linear TV can promise advertisers the same power – but more complex attribution techniques need to emerge over time, says one TV ad sales leader.<\/p>\n
“At A+E, we are trying to move from a world where the only data that matters is Nielsen age and gender demos,” says Ethan Heftman, Senior Vice President, Precision & Performance Advertising Sales at A+E Networks, in this video interview with Beet.TV.<\/p>\n
“We’re trying to move into a world where outcomes, actions, those are the things that matter for our business. It’s a conversation that linear television can have a major impact in. At A+E, we will guarantee two very specific results (from advertising):<\/p>\n