SAN JUAN, Puerto Rico – This year’s upfront sales season for television advertising is likely to include more discussions about ways to set the value of ad transactions, or what are known as currencies, based on viewership data from a broader variety of measurement companies. Newer currencies add another dimension to negotiations between media buyers and sellers.
“I was always told you don’t swim in murky waters, but I think we have to because these providers offer really great data,” Celeste Castle, executive vice president and head of research and measurement at Dentsu, the marketing and media agency, said in this on-stage discussion with consultant Joanna O’Connell at the Beet Retreat San Juan.
Partnerships between media owners and measurement companies that are supposed to be impartial can help dealmaking, Castle said.
“When publishers align themselves with a measurement company, I don’t think it’s a horrible thing,” she said. “In order for us to even transact on it, you have to have the buy-in from the sell side.”
Data-driven methods to target viewers, or what are known advanced audiences, are viewed more favorably by advertisers.
“What they’ve done right for this coming upfront is advanced audiences. That was really a strategic move on part of publishers,” Castle said. “That was a low-hanging fruit that we can really target, and we have that flexibility of activating off advanced audiences.”
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