New technology that delivers TV over the internet allows advertisers to start planning and buying TV ads with digital-style tactics.

As they do so, many buyers nevertheless want connected TV to start functioning like TV per se.

But, in this video interview with Beet.TV, one ad data enabler says the baby should not be thrown out with the bath water.

Merging worlds

“A lot of what I see is we’re taking all of the refinement that you find in digital and shaving off the hard edges,” says Cordie DePascale of Premium Media 360.

“(Those boundaries) are valuable in the process of targeting those audiences to conform to standard metrics that you would find inside of a regular TV schedule like Nielsen or Comscore, age/gender categories.

“If you can refine an audience and hyper target that audience in a digital campaign, there shouldn’t be any reason why you couldn’t do the similar track inside of a TV campaign.

“I say ‘similar’ because it wouldn’t be exactly identical. We’re looking at converging or merging together those worlds. It’s going to take some time before we see that happen from any of the syndicated research bodies.”

Cleaning up TV

Premium Media 360 is an ad data automation company, delivering data from US TV broadcasters and networks.

It scrubs and cleans that data to move in and out of media management software, with the aim of driving profit for buy and sell sides.

“We take literally the traffic data that’s keyed in by the agency traffickers and port that directly into WideOrbit,” DePascale adds.

“You don’t want to have issues in multi-dimensional data entry where you’ve got hundreds of campaigns, thousands of buy lines, or thousands of lines of traffic that are associated that need to be re-keyed in on the seller side by someone in their traffic department.

“So we literally take the data straight from Mediaocean, port it across and into WideOrbit, and enable error-free data transmission across that path.”

Move together

DePascale wants the industry to move together to bring together the plethora of competing platforms that go to make up the connected TV ecosystem.

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“We need apples to apples comparison on audience,” he says. “I think Nielsen One, looking forward, helps to bring everybody closer to convergence, but it really takes the entire ecosystem in our space to enable that.

“(We want to) enable buyers and sellers to take control of the data that really guides their interactions all the way from the inception of the buy through to invoice, making TV data valuable business insights.”

You are watching “Reaching Convergence: Finding Unified Solutions,” a Beet.TV leadership series presented by WideOrbit. For more videos, please visit this page.