3 Ways Marketers Can Utilize Data-Driven Ad Spend in Upfronts
The market is finally ready for this new level of transparency
Data-driven buying has come to the upfronts.
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During last year’s Upfronts, NBCUniversal put a $1 billion dollar stake in the ground on using granular data to buy TV ads. It placed $1 billion worth of inventory for sale using its Audience Symphony platform, which includes information from set-top boxes and third-party sources. This move gave advertisers the option to use non-Nielsen data to make some of their biggest ad buys of the year.
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