FORT LAUDERDALE — MVPDs like AT&T are looking at ways to integrate more data into media buying and planning, says Chris Monteferrante, VP National Sales at AT&T AdWorks, AT&T’s advanced advertising arm, at the recent Beet.TV executive retreat in an interview with Ashley J. Swartz, CEO and Founder of Furious Corp.
“We use data to augment buys, sell media and help agencies and clients make better buys,” he says. “We are an MVPD and we get two minutes an hour to sell. We overlay our data and look at set-op box data on a behavioral basis, and we look at attributes.” The use of data is changing the media mix and making it possible for marketers and media companies to buy and sell against context, addressability and audience optimization criteria, he adds.
Addressable TV ads aren’t yet widespread, but they will be in time, he says. For more insight into addressability, data-driven buying and AT&T’s role in the media marketplace, check out this video interview.