Advanced Target Standards Group (ATSG)
About the Advanced Target Standards Group
clypd is a founding member of the Advanced Target Standards Group (ATSG). The ATSG was founded in 2016 by clypd, Discovery, ESPN, Fox Networks Group, Turner, and Viacom. Since then its membership has extended to include representation from the following media owners: A+E Networks, ABC | Disney, AMC Networks, CBS, GSN, ITN, 20th Television, Scripps (now part of Discovery), and The Weather Channel. We also have agency representation through CIMM and its Advanced TV group (Omnicom and Publicis), GroupM, Horizon, IPG/Magna, and Adobe. Consultative input is provided by Premeditated Media and Janus Strategy and Insights. The group has also consulted with comScore, DMA, IAB, Nielsen, MRI/Simmons, and Acxiom.
The Mission of the ATSG
The mission of the ATSG is to accelerate the use of advanced targets in the buying and selling of TV advertising, to benefit buyers, sellers and viewers.
Key considerations in the creation of the group were as follows:
- Although the media owners in the group are in competition, there are benefits in collaboration to promote advanced TV in the broader media landscape.
- Advanced audience data sources in linear TV are typically designed for ad sales, planning or effectiveness measurement rather than campaign activation and stewardship.
- To enable wider use of advanced audiences, simpler and more standardized processes are required. Enabling advanced targets in the workflow for ad deals in a similar way to the standard gender and age targets is the key to scale.