In our last post, we introduced the importance of data management platforms (DMPs) in the television industry. This month, we’ll discuss the importance of set-top box (STB) data in DMPs and programmatic TV.
As we know, data is a core tenet of programmatic TV. The layering of data sources on top of the media activity is essential in understanding the audience composition for the best data-enhanced decisioning.
In the linear TV world, of the many data sources available, perhaps none is more important or particular, than the second-by-second viewership activity from the set-top box. STB data can be used to measure all the activity, including that which is not measured by Nielsen. This long tail inventory primarily being consumed on cable networks constitutes greater than 40% of TV viewership. The challenge lies in the different rules, technologies, and protocols that exist when looking to utilize that STB data in a consistent, coherent manner.
In the ad tech world, there are a lot of acronyms. In this series, we’ll discuss the DMP – or Data Management Platform. In the digital landscape, DMPs are fairly established and standardized, but in the television world, they operate differently, simply because television and digital media are different.
A DMP is a centralized computing system for collecting, integrating, and managing large sets of structured and unstructured data from disparate sources. First, data goes in, then it gets manipulated, normalized, and prepared in an easy to use manner that makes it actionable. In television, the design, functionality, and utility of a DMP are different than in other environments.
At clypd, we place a lot of value on testing as a mechanism for ensuring code correctness and our approach to testing constantly evolves. We’ve spent the past few months learning and creating a new approach to mocking and testing functions that need to access data, whether from a database, a file, or over the network.
This morning, we are very excited to announce the publication of an Application Programming Interface (API) for television advertising. The API marks a breakthrough in the landscape of television advertising toward bringing an automated, data-driven solution to the way television advertising is bought and sold.
At the end of April, Brian and I took a trip to scenic Denver, CO to represent clypd at the first-ever GopherCon. The list of talks was absolutely incredible, including many of the members of the Go team and representatives from companies using Go in a variety of interesting ways. We were excited for an opportunity to meet members of the burgeoning Go community (that it provided an excuse to check out the numerous craft breweries that call Denver their home was a nice bonus).