As IP-based intermediaries between content providers and viewers, companies like TiVo and Roku started to allow marketers to transact on the audience data they’re able to collect as platforms.
At CES last week, TiVo introduced its Audience Management Platform (AMP), giving media planners data-driven audience targeting and more effective ad inventory allocation.
“Advertising is being asked to do more today, and inventory management executives, media planners and service providers are challenged to deliver more value to their advertiser clients, executing on the promise of data-driven TV,” said Joan FitzGerald, vice president of product management and business development, TiVo. “With the Audience Management Platform, media executives are equipped with the tools to help them manage advertising in a more complex and rapidly changing media environment.”
In addition to being an end-to-end inventory management and media planning system, AMP features advanced predictions to find audiences in future campaigns.
Buys can leverage first, second and third-party data, and optimize toward maximizing gross rating points (GRPs), reach and cost per thousand impressions (CPMs).