Tuesday

How Third-Party Data Strengthens Ad Campaigns


As old methodologies give way to data-driven and performance-based metrics, third-party data is pushing the world of TV measurement over the threshold of an immense change. This shift goes beyond audience-based targeting technology to the measurement of actual performance. In fact, Alan Cohen, president and CEO at Quigley-Simpson, sees performance measurement as the “new programmatic.”

Start with the Consumer
Local TV advertising has historically been challenged by multiple constraints. First, a measurement system composed of three methodologies: people meters, household meters, and paper diaries. Second, a measurement period consigned to month-long “sweeps” taking place four times a year. And finally, sample sizes that—in the case of smaller markets—often fell below demographic and household minimum samples. But technological improvements and the availability of third-party data sets allow local advertisers to overcome these limitations.

Read the full article on the Videa blog.

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