With a glass half-full, the era of addressable and connected television promises advertisers precision targeting to individual households and digitals-style, data-informed ad planning.<\/p>\n
Many in the industry with the scars from trying to make it happen would tell you a different story.<\/p>\n
That is why, in the last two years, we have seen a series of initiatives and consortia aiming at harmonizing the spaghetti-like system of understanding and buying across a growing plethora of platforms.<\/p>\n
Now another initiative, the TV Data Initiative, is launching, to tackle what it says is a “mess”.<\/p>\n
In this discussion recorded for Beet.TV, the two people behind TV Data Initiative discuss what is happening:<\/p>\n
In essence, the initiative is a thought leadership exercise that aims to help light the path to a more joined-up future.<\/p>\n
Members include DISH Media, Blockgraph, TransUnion with TruOptik, MadHive, TVSquared, Eyeota and VideoAmp.<\/p>\n
“Our plan is really to engage pretty wide in deeply with the industry over the months ahead and put together a really thoughtful diagnostic of the market,” says Watts.<\/p>\n
“It’s going to be a big all-inclusive project, lots of engagement with the industry, lots of thoughtful research events and seminars.”<\/p>\n
So, why are the two Jons getting involved?<\/p>\n
“Our research early on when we were piecing this together, suggested that it’s not working as well as it could do, and there’s huge opportunity to improve,” Watts says.<\/p>\n
Steuer goes farther. “This is a mess,” he says.<\/p>\n
The pair aim to help by conducting research, holding talks, seminars and workshops, Watts says:<\/p>\n
“Hopefully by the summer, we’ll have a really useful thoughtful piece of work that can really help industry to move forward.”<\/p>\n","protected":false},"excerpt":{"rendered":"
With a glass half-full, the era of addressable and connected television promises advertisers precision targeting to individual households and digitals-style, data-informed ad planning. Many in the industry with the scars from trying to make it happen would tell you a different story. That is why, in the last two years, we have seen a series […]<\/p>\n","protected":false},"author":14,"featured_media":72949,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"mc4wp_mailchimp_campaign":[]},"categories":[8292,1],"tags":[5937,6370,8750],"_links":{"self":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/72924"}],"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\/14"}],"replies":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/comments?post=72924"}],"version-history":[{"count":0,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/72924\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/media\/72949"}],"wp:attachment":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/media?parent=72924"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/categories?post=72924"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/tags?post=72924"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}