LAS VEGAS — This year, several of the big US TV networks have declared they will make moves to let advertising buyers use granular and first-party viewer data, over and above traditional Nielsen data, to target ads on linear TV.

  • Fox, Viacom and Turner teamed to form OpenAP, a system in which they will allow ad buyers to define audience segments that are targetable across the networks, not just individually.
  • NBC plans to sell $1bn of its upfront inventory through its own Audience Targeting Platform.
  • A+E followed with a similar announcement.

TiVo’s VP of Product Management & Business Development says the moves are revolutionizing the planning and buying of TV ads – but only thanks to advanced software that using predictive audience assessments.

“It’s all about audience buying and selling on linear TV,” Joan FitzGerald tells Beet.TV in this video interview. “Broadcast, cable network, national premium advertising … , for the first time, is going to be guaranteed based on those audience targets.

“In the old days, it was (planned using) a network daypart grid. The new daypart is using data science and machine learning to predict the presence of the audience in future inventory. When you’re selling inventory now, you have to deliver it at some point in the future.

“So these new systems such as TiVo’s Audience Management Platform have very powerful prediction engines that enable clients to leverage TV big data in ways that they haven’t been able to do before.”

This video is part of Beet.TV’s coverage of the 2017 NAB Show in Las Vegas.   The series is sponsored by Ooyala.  For more coverage of NAB, please visit this page.