Walt Horstman

Every new breakthrough in understanding television viewer identities creates more complexity for buyers. A case in point is being able to use set-top box data to show how linear TV viewing impacts other media and advertisers’ business outcomes, as underscored by a panel discussion at the recent Beet.TV leadership forum titled Identity in Focus: Understanding […]

There’s so much enthusiasm expressed for the convergence of digital media and traditional television, it’s easy to wonder why targeting and measurement aren’t light years ahead. But given individual business demands, “everybody’s trying to get an edge,” says TiVo’s Walt Horstman. Meanwhile, because linear television hasn’t given up the Upfront negotiating mainstay, it’s still going […]

When TiVo and Rovi merged in the fall of 2016, one priority was to pool all of the set-top box viewing data from TiVo’s own hardware and combine it with data from cable and satellite operators. But the combined data were useful only to the extent that software could extract insights. “So when we first […]

MIAMI – The old adage “don’t take it personally” will be upended in the world of advanced television. Respecting viewer attention and guiding them to relevant content are going to be critical elements in perpetuating the ad-supported business model. Such observations arise when people in key positions peer beyond what’s currently happening in the TV […]

MIAMI –The possibilities are endless, the data-points are infinite and opportunities to reach consumers abound. You want to allocate human staff to run all that? Good luck, says AudienceXpress‘s Walt Horstman – this level of complexity, in the new TV ad ecosystem, needs a fallback to code. “You apply an advanced dataset that is looking at … the audience impressions against […]

The sale of TV advertising is about to go a lot more “programmatic” early in 2015, when advertisers via Magna Global start buying slots in Cox Media programming via a new platform. Powered by planning, buying and reporting optimization platform AudienceXpess, the new system will help Magna Global agency clients advertise on Cox Media cable […]

Launched in the first quarter of 2013, AudienceXpress, an automated sales platform for selling TV audience impressions, allows advertisers to focus on particular target audiences – but automates the process. We spoke with Walt Horstman, general manager of AudienceXpress, in our New York studio. Using the best practices of digital audience buying, the New York-based […]