It's official: next year's Academy Awards will be hosted by Neil Patrick Harris. The actor is no stranger to hosting duties – he's hosted the Emmy Awards twice, as well as the Tony Awards four times. He also performed the opening ceremony to last year's Oscar awards, hosted by Ellen DeGeneres.
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.
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.