Xandr Enables Multiple TV Currencies for Linear Campaigns
Xandr has launched a standardized and flexible data framework, developed with data providers 605, Comscore, EDO, Samba TV, TVision, and VideoAmp, to help clients activate their preferred viewership or engagement data currency for linear campaigns using Xandr's buy- and sell-side advanced TV platforms Invest TV and Monetize TV.
By partnering industry-wide across data providers on this new solution, Xandr enables the evaluation and activation of new currencies.
"The influx of innovations around audience targeting and use of data-driven linear TV advertising has triggered a demand for alternative data sets which allow for more precise targeting and measurement against audience and business outcomes," said Mark Mitchell, vice president of business development at Xandr, in a statement. "Activating these data sets for trial and evaluation, especially as we approach the 2022/23 upfronts, must be made easier. Xandr is making investments to power the adoption of new currencies and propel the industry forward."
"By enabling support for multiple data provider segments, Monetize TV will allow us to easily and quickly evaluate and utilize new data currencies while offering insight into how various data can optimize TV schedules across our linear networks," said Casey Gould, senior vice president of ad sales and advanced advertising at Crown Media, in a statement. "This is yet another advanced tool that increases the value we bring to our advertising partners and ultimately bolsters our linear business."
"We welcome this move toward making video impressions more accountable in the advanced TV space. Giving advertisers flexibility in their choice of measurement partners and on measurement outcomes is a clear step forward. We look forward to working with Xandr and learning together," said Bharad Ramesh, executive director of research and investment analytics at GroupM, in a statement.
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