A New Consortium Is Here to Bring More Data to TV Ad Buying

Dish Media, TransUnion and VideoAmp are among the founding companies

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.

Initiative funded by companies over next 6 months

The TV Data Initiative will host events, create working groups and talk with different stakeholders across the TV advertising supply chain over the next six months to address areas like standardizing identity, creating consistent audience definitions and adopting privacy-safe technologies.

Directing the initiative are Jonathan

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