Xandr, the advertising marketplace that Microsoft agreed to buy from AT&T, today introduced a data framework to give marketers more choices in setting the value of advertising transactions in linear television. The alternative currencies are available through a collaboration with media-measurement firms 605, Comscore, EDO, Samba TV, TVision and VideoAmp.
“Activating these data sets for trial and evaluation, especially as we approach the 2022-23 upfronts, must be made easier,” Mark Mitchell, vice president of business development at Xandr, said in a statement. “Xandr is making investments to power the adoption of new currencies and propel the industry forward.”
Xandr’s offering comes as the TV industry seeks alternatives to Nielsen, the dominant provider of audience ratings since the 1950s. The Media Ratings Council, the media measurement watchdog, last year suspended its accreditation of Nielsen’s ratings for national and local TV. The company is working to regain that accreditation.
Advertisers and media companies can use the alternative currencies in Xandr’s advanced TV platforms, which include Invest TV for media buyers and Monetize TV for sellers of data-driven linear (DDL) ad inventories.
“By enabling support for multiple data provider segments, Monetize TV will allow us to easily and quickly evaluate and utilize new data currencies,” Casey Gould, senior vice president of ad sales and advanced advertising at Crown Media, said in the statement. “This is yet another advanced tool that increases the value we bring to our advertising partners, and ultimately bolsters our linear business.”
Beet.TV was pleased to welcome Mark Mitchell to the Beet Retreat San Juan in Puerto Rico. In this previously published video, Mitchell describes how DDL advertising delivers quantifiable results for brands.