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. Getty Images

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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Jessica Hindlian is the head of advanced TV and video at LiveRamp.