With Charter Deal, 605’s Tatta Sees TV Targeting Rise Nationally

The future of data-driven TV ad buying is moving in to sharper focus, after number-two US cable operator Charter invested in TV analytics company 605. The deal involves Charter giving 605 access to its second-by-second TV nationaL viewership data, so that programmers and advertisers can better target their material. But it also involves 605 building […]

 
 

A+E, 605 Dissect Viewing, Transactional Data And Bust Some Myths In The Process

CANNES – Even if unified cross-screen audience measurement remains a bridge too far at present, understanding linear television audiences gets better all the time. This is something that A+E Networks can attest to following an engagement with TV analytics firm 605 in which ad exposure data was matched with transactional records. The result, as moderator […]

 
 

Programmers Are Making TV Ads Audience-Based: explains Disney/ABC, NBC, Turner, Viacom & 605 at Beet Retreat

VIEQUES, PR — Already 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. Speaking on this Beet Retreat panel, representatives of the networks explained their strategy. The recent announcements […]

 
 

Next Stop For 605: CES, New Devices And Cross-Screen Measurement Opportunities

As it prepares for its first CES event in Las Vegas, data and analytics provider 605 will be looking at new video delivery devices slightly differently than programmers. Whereas programmers mostly envision additional viewer fragmentation, 605 sees opportunity to provide measurement solutions. As a “pure data play,” 605 doesn’t sell media or advertising, isn’t a […]

 
 

Dolan-Backed 605 Eyes National TV Programmers With Analytics Solutions

MIAMI – Lots of attention has been paid to data surrounding the two minutes of local television time that can be devoted to addressable advertising. But national programmers haven’t had access to this data bonanza, which is something that analytics provider 605 hopes to change. The launch of 605 was announced on November 10 by […]

 
 

Former Cablevision’s Dolan & Tatta Launch ‘605’ To Leverage Set-Top Data

Together, they helped pioneer Cablevision’s approach to next-generation TV advertising. Now executives Kristin Dolan and Ben Tatta have left to form their own company providing set-top box data to marketers. The move comes after Dolan’s Dolan Family Ventures acquired the existing Analytics Media Group (AMG), a data analytics firm with a background in politics, to immediately […]

 
 

NAB’s New Digital Group Must Fill Data Gaps: Cablevision’s Tatta

On the eve of a special digital-only meeting at the National Association of Broadcasters’ (NAB) Show in Las Vegas, one cable operator has urged it to solve TV’s data problem. The NAB is has tabled a Digital Summit, including assembling a board to tackle the issue – namely, how to standardize measurement and reporting mechanisms for quantifying viewership […]

 
 

Political Campaigns on the Cutting Edge of Advanced TV, Cablevision’s Ben Tatta

Political campaigns are at the forefront of combining linear and addressable television, with the latter’s frequent messaging changes bringing a whole new tempo to advertising on the medium. “It’s fascinating that of all the categories we work with, political probably is the most sophisticated in terms of the use of the data,” Ben Tatta, President, […]

 
 

Cablevision Inks “Upfront” Agreement with WPP’s Modi for Addressable TV Advertising

LONDON-   Cablevision, a large U.S. regional cable and Internet provider, long a pioneer in offering addressable TV advertising, has made its first “upfront” deal with Modi Media, the advanced TV unit of WPP.  It is a longterm partnership around addressable advertising. At the Future of TV Advertising Forum in London earlier this month, we interviewed Ben […]

 
 

Two Minutes And Beyond: The Addressable Future Of TV Ads

FORT LAUDERDALE — By now, it is a common accepted standard. Pay-TV providers have access to two minutes per hour of ad time in local programming. But what does the future look like, now that operators are lighting up household targeting for connected TV ads? Those two minutes could either get longer, or be more efficiently used, a […]