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Xandr is the latest company to jump on the alternative currencies train.
Ahead of the upfronts, the ad-tech company partnered with data providers 605, Comscore, EDO, Samba TV, TVision and VideoAmp to create a new framework that it hopes will enable the TV ad market to activate alternative data currencies.
The company said that by partnering industry-wide, Xandr would be able to evaluate and activate new currencies quicker than previously possible. The framework uses Xandr’s buy and sell-side advanced TV platforms, Invest TV and Monetize TV.
“The influx of innovations around audience targeting and use of data-driven linear TV advertising has triggered a demand for alternative data sets which allow for more precise targeting and measurement against audience and business outcomes,” said Mark Mitchell, vp of business development for Xandr, in a statement.
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