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A group of seven companies across television and ad tech—including ad platform Dish Media and credit reporting firm TransUnion—are joining forces to create the TV Data Initiative, which wants to help bring digital-like ways of ad targeting to TV.
Programmers are pushing addressable ad offerings, more people are streaming content on their digital devices and marketers want to do sophisticated cross-screen buys that don’t bombard viewers with the same message. All of that requires consistent definitions so buyers and sellers can easily transact and ultimately have a set of technologies to make data-driven buys happen seamlessly.