Earlier this summer, clypd’s co-founder and CEO, Joshua Summers, was interviewed by Lauren Fisher of eMarketer. In the interview, Joshua discusses how programmatic’s audience-driven buying approach is being paired with traditional TV buys. Here’s an excerpt from the interview:
eMarketer: With regard to bringing data into the TV buying equation today, what’s possible?
Joshua Summers: Not much has changed in the currency side of the conversation. Nielsen is still the primarily accepted currency to transact on age and gender gross rating points [GRPs]. Given that, we’re seeing more talk about some of the other potential solutions there, like Rentrak, which is a big player and making some significant strides. Ultimately, one of the biggest trends we see is about operationalizing those secondary data sets. We still have campaigns booked with guarantees against the primary Nielsen target, or in some cases, a Rentrak target. It’s making it easier for media buyers to bring in their desired audiences and for the media owner to be able to respond quickly and efficiently with those audiences so a campaign can deliver with a higher yield index against those secondary targets.
eMarketer customers can read the full interview with Joshua, at www.emarketer.com