Market Overview

clypd Collaborates with Industry Consortium ATSG to Define Standards for Advanced Audience Targeting in TV; Nielsen Among First to Adopt

Share:

The Advanced Targets Standards Group (ATSG), whose members include
Disney|ABC and ESPN, AMC Networks, A+E, CBS, CIMM, and Discovery,
announced significant progress in bringing advanced audiences to the TV
advertising marketplace

The Advanced
Target Standards Group
, a consortium of leading network TV
programmers, along with CIMM's Advanced TV Committee, today announced
that the Calculation
Principles for Advanced Targets
, published last year, will be
implemented in Nielsen's Advance Audience Posting API.

"We know that the currency is evolving and Nielsen will remain at the
center of providing the industry with the metrics needed to transact,"
said Kelly Abcarian, SVP of Product Leadership, Nielsen. "The ATSG
Calculation Principles are a great first step towards bringing consensus
to advanced audience measurement and we are pleased to be among the
first to implement these standards. We are committed to bringing
independence and consistency to this space, and as a result, we are
innovating to ensure advanced audiences can be monetized in a seamless
way."

Keith Kazerman, SVP Client Solutions of Discovery Networks commented,
"We've been using these calculation methods in our Discovery Engage
advanced audience deals for over 18 months. Because of the ATSG's work
on standards, we and our clients are confident that our advanced
audience deals are being measured accurately and consistently."

"Getting the numbers right is critical, but with the proliferation of
measurement and data in the market, accuracy and transparency are not
always guaranteed. The ATSG Calculation Principles reflect broad
industry consensus about how advanced audiences should be counted in
linear TV," said Pete Doe, Chief Research Officer at clypd.
"Additionally, they are open source, as we all agreed that was crucial
for the development of the industry. We're excited that Nielsen has
chosen to implement them."

The ATSG has also released new resource materials on the ATSG
website
, including:

  • First-Party Advanced Audience Data: Considerations and Guidelines

This document lays out the key issues that need to be addressed with the
use of first-party data, such as target size, utility, completeness and
consistency, and the fidelity of the data when matched to relevant
audience measurement data.

ATSG member David Ernst of A+E Networks commented, "We are seeing more
and more interest from advertisers and agencies wanting to incorporate
their own data into their national TV advertising. The opportunities
here are great, but there are also challenges with first-party data that
need to be considered. This new ATSG document provides a comprehensive
but readable overview of key considerations and guidelines for anyone
working in this space."

  • ROI/Effectiveness POV

The use of advanced audiences in national TV campaigns has coincided
with a focus on effectiveness. The ATSG has published a point of view on
effectiveness measurement for TV.

"Any measurement that improves our understanding of how TV advertising
delivers on advertiser objectives is welcome," said Tom Ziangas of AMC
Networks. "For television, that has to include a clear view of the
advertising objectives and the metrics that are being used to measure
campaign success. TV works at all levels of the effectiveness funnel and
any effectiveness measurement needs to reflect that. It takes a first
impression to get a last click."

  • Data Labeling

The ATSG has created a data labeling framework for TV measurement data,
to help guide data users through the increasingly crowded TV measurement
data environment that includes Panel, STB, OTT and ACR data sets. This
data labeling operates at two levels – a top-line description of the
basic attributes such as sample size, coverage and projectibility, and a
more detailed assessment that covers areas such as reported metrics,
data granularity, and reporting frequency and latency.

ATSG member Jonathan Steuer, Chief Research Officer at Omnicom Media
Group, first suggested the data labeling concept that has now been
embraced across the industry. Steuer said of the initiative, "The ATSG
focus on TV data sets for these labels complements other initiatives in
play in the digital space and provides a useful set of considerations
for anyone deciding which data set can best inform better TV advertising
outcomes for their clients."

In other news, the ATSG announced that Howard Shimmel, President, Janus
Strategy & Insights, LLC and former Turner and Nielsen executive, has
joined the group in an advisory capacity.

Shimmel stated, "I'm extremely happy to be advising ATSG. Their efforts
will be instrumental in helping the industry to transition to audience
buying and selling, and maximizing the benefits that sellers and buyers
gain."

About Advanced Targets Standards Group (ATSG)
Founded in
2016 by clypd, the ATSG's mission is to accelerate the use of advanced
target data in the buying and selling of TV advertising, to benefit
buyers, sellers and viewers. To this end, the group has created
calculation principles, advanced target deal guidelines, a TV data set
labeling framework, and a set of pre-defined advanced audience
definitions. Consortium participants include network TV programmers,
agencies, CIMM and industry experts. For more information about ATSG,
please visit www.atsg.tv.

About clypd
clypd is the leading audience-based sales
platform for television advertising. Founded in 2012, the company's TV
sales platform delivers workflow automation, data-enhanced decisioning
and provides media partners with tools to manage their sales efforts.
The company's clients represent 42% of the $74 billion US television
advertising spend, including leading national cable networks such as
Discovery Communications, ESPN, and Fox Networks Group. The clypd team
is comprised of both TV and digital advertising experts, which uniquely
positions the company to understand and meet the needs of the television
industry while leveraging the best strategies from the digital world.
For more information about clypd, please visit www.clypd.com
or follow clypd on Twitter @clypd.

View Comments and Join the Discussion!