TV Legacy Systems Holding Back Advanced Advertising Efforts?

Legacy data may provide a standardized measurement platform, but “data is advancing more quickly than our ability to transact on it,” Mike Rosen, NBCU’s evp, advanced advertising and platform sales, told attendees at NewBay Media’s Advanced Advertising conference in NYC Mon. “In TV, there are so many legacy principles that have been around for decades. Data is happening so quickly that the industry has trouble figuring out how it fits.”

One2one Media pres Mike Bologna, argued that “if advertising has to be advanced, then the data has to be better than the past. We need different forms of data to best calculate.” TV’s legacy infrastructure, however, can impede advanced advertising growth.
“We are dealing with a lot of legacy systems, and they are not going anywhere,” said Doug Hurd, co-founder, evp business development, clypd. “We are trying to reduce friction, but it is hard and the least sexiest part of the business.”

Sarah Foss, chief product officer, advertising management systems at Imagine Communications, said the TV model needs some creative re-adaptation. “The business model has always changed. We are multichannel now,” she said. “We are selling TV to get to audience and devices in different ways. Most of our clients are selling impressions and Macgyvering it back into the system.”
Of course, when it comes to cross-platform measurement, “frenemies” must sometimes work together, and OpenAP is one example of three major media competitors doing just that. Noah Levine, svp, advertising data & technology solutions at Fox Networks Group, explained that OpenAP was designed to offer “consistency in audience definitions and sizing, consistency in sharing across sellers and facilitating a mechanism to provide posts from OpenAP data companies such as Nielsen and comScore.”

VideoAmp chief strategy officer Jay Prasad said predicted standards adoption within the next two years: “Advanced currencies backed by attribution data will replace GRPs and siloed digital measurement.” — Charlene Weisler for Cablefax

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