Is This the Beginning of the End for Age and Gender Targets?
Linear TV Deals are moving away from gender and age targets towards advanced targets using fused research databases, transactional databases and first-party customer data. This is an important development in buying and selling TV ads, for both buyer and seller.
First presented by clypd’s Chief of Research, Pete Doe at ARF’s Audience Measurement 2016 conference, this whitepaper titled “Is This the Beginning of the End for Age and Gender Targets?” covers the opportunities and challenges in activating these data in TV deals, including:
- Agreeing what data should be used and how they can be related to audience databases such as Nielsen and Rentrak.
- Ensuring the data is optimized in deal proposals and schedule creation. The automation of schedule creation in programmatic platforms is proliferating to meet this challenge.
- Stewarding and posting deals and demonstrating effectiveness.