Back in June, clypd’s Chief Research Officer Pete Doe presented a whitepaper at ARF’s Audience Measurement 2016 conference. We’re excited to have the whitepaper, titled “Is This the Beginning of the End for Age and Gender Targets?” available to share with you.
Linear TV Deals are moving away from gender and age targets towards advanced targets using fused research databases, transactional databases and first-party customer data. This is an important development in buying and selling TV ads, for both buyer and seller.
The whitepaper, titled “Is This the Beginning of the End for Age and Gender Targets?” covers the opportunities and challenges in activating these data in TV deals, including:
- Agreeing what data should be used and how they can be related to audience databases such as Nielsen and Rentrak.
- Ensuring the data is optimized in deal proposals and schedule creation. The automation of schedule creation in programmatic platforms is proliferating to meet this challenge.
- Stewarding and posting deals and demonstrating effectiveness.
To download the paper, please go here.