SAN JUAN, PR — Cable TV operators and other service providers may have been amongst the first to be able to offer their advertisers advanced TV targeting capabilities like dynamic ad replacement.
But new advances mean the TV networks which historically run over the operators can also now offer equivalent functionality.
“Up until today, addressable has been an MVPD or connected TV provider alone. That is their resource,” says Comscore’s Carol Hinnant in this video interview with Beet.TV. “And so networks really couldn’t participate at that, at a television level.
“There is a great interest in to be able to participate in national addressable. Now with Project OAR, with Nielsen’s beta that’s going on with their acquisition of Sorenson and with Xandr’s national addressable consortium, they’re allowing those minutes to come into their pool (of inventory).”
- Project OAR is aa consortium kicked off by Vizio’s own ad-targeting division Inscape to achieve better scale in the sale of connected TV advertising.
- Nielsen’s beta test sees a number of networks dynamically swap-out ads ads in live linear TV feeds for their advertisers.
- Xandr & Comscore in August announced that the former will be the measurement and currency provider for Xandr’s Addressable offering, inclusive of DIRECTV, Altice USA, and Frontier.
Hinnant added: “We have the one-to-one relationship with the MVPDs that are providing us the return path data and so we have second-by-second click stream data from that return path and we are able to have the ad placement delivered to us.”
“So, whether it’s a five second, you know, a 30 second or 60 second ad, we’re putting a precise measurement to that directly from the input from the MVPDs.”
Hinnant was interviewed by TV[R]EV co-founder Alan Wolk at Beet Retreat San Juan 2020, where she was a participant.
This video was produced at the Beet Retreat San Juan 2020 sponsored by 605, DISH Media, NBCU, Roundel & Tubi. For more videos from the series, please visit this landing page.
