Media Companies and Buyers Are Finally Getting Serious About Data and Audience-Targeted Advertising

Upfront surge bodes well for fall’s scatter market, and OpenAP’s beta launch should accelerate deals

Meet the next generation of consumers where they are now. Join us virtually for The New Consumer, on March 30, for tips from Clutch, Mars Wrigley and more. Sign up for free.

This year’s upfront market ended up being far healthier across the board than many had anticipated. Yet no sector was stronger than data-based advertising, which uses data sets from buyers or marketers to target audiences outside of Nielsen’s traditional age and gender demos that make up the C3 and C7 currency. All of the companies with robust data offerings—including NBCUniversal, Turner, Fox Networks Group and Viacom—saw substantial increases in their data-based transactions. Fox’s upfront included 40 percent gains in offerings like its Audience Insights Manager, while Turner doubled its upfront revenue commitments for its Audience Now platform.



Subscribe today!

To Read the Full Story Become an Adweek+ Subscriber

View Subscription Options

Already a member? Sign in

Adweek magazine cover
Click for more from this issue

This story first appeared in the Aug. 21, 2017, issue of Adweek magazine. Click here to subscribe.