Over the past several years, the TV industry has begun to embrace advanced audience buying and data-driven linear. The majority of the larger Media Owners have developed internal advanced audience targeting capabilities and actively pitched those solutions (Discovery Engage, Disney Luminate, Fox AIM, A+E Precision, Turner Ignite, Viacom Vantage) in last year’s upfront. With the 2018-19 broadcast season demonstrating a strong uptick in data-driven linear transactions, the need for industry standards and transparency has become more important than ever to ensure alignment.
While clypd has been providing tools to allow sellers and buyers to define, transact, and report on advanced audiences on a single platform, several consortia of television buyers and sellers have emerged. These consortia helps to further facilitate advanced audience buying in linear, working to address issues that have been holding back the industry from fully embracing advanced audience buying.
OpenAP launched in 2017 as a platform to increase advanced target transparency and enable cross-publisher target definition and independent posting for advanced audiences. The Advanced Target Standards Group (ATSG) launched in 2016 with the mission of defining guidelines for the use of advanced targets in linear TV along with a detailed specification of calculation methodologies for managing advanced audience segments.
While OpenAP has helped with cross-publisher consistency in the definition stage, there is still a lack of transparency in the transaction stage around the activation steps for the target. For example, here are some important criteria to consider when activating an advanced target for use:
- The demographic qualifier to be used in the target definition. While advanced targets go beyond demographics, they still need to be considered in a demographic context.For example, advertising to beer drinkers aged 2+ is inadvisable.
- The time period of the data over which the the target is defined. Target sizes will vary over time.
Differences in demographic qualifiers and time periods lead to different estimates of the target size, which in turn, results in different estimates of impression delivery and CPMs. One Media Owner’s plan may be advantaged or disadvantaged relative to another, simply because they adopted a slightly different approach to target definition.
We recently identified potential discrepancies in the way an advanced target was applied across multiple Media Owner private marketplaces within the clypd platform. Several Media Owners conducted a first-party match with Nielsen national panel data for a financial brand and uploaded respondent lists onto the clypd platform. Upon the activation stage within each of the private marketplaces, the demographic qualifier and time periods over which the target was defined were flagged as inconsistent. clypd organized conversations among the Media Owners to help align the application of the target prior to execution of the advanced target optimization.
Issues like this are anticipated to continue as Media Owners activate targets across various platforms. Centralization of data-driven linear deals on a single platform can help strengthen consistency of execution. The clypd platform has tools that allow users to define audiences and has recently developed a “sharing” feature for advanced targets across clypd-powered marketplaces. Increased use of this capability can further streamline the execution workflow for Media Owners and can further help assist in breaking down barriers of advanced target definition and application to establish stronger alignment.
Ultimately the key to scaling advanced audience deals is to ensure cross-publisher consistency for buyers. Buyers play a critical role in driving demand fand target consistency better allows buyers to compare Media Owner outcomes, whether it be delivered eCPM, index, impressions, reach or TRPs.
Adoption of ATSG guidelines can help to ensure that targets are applied consistently across Media Owners. As a member of the ATSG, clypd plays a pivotal role by implementing standardardized processes and methodologies across all steps within the Linear advanced audience workflow from audience definition through transaction and reporting.