A+E Reveals Its Multi-Platform Data Initiative

A MultiPlatform amp8230 PlatformAE Precisionamp8217s origins can be traced back to 2012 when the network launched its programmatic video offering amp8220We established our programmatic strategy in the mobile app space and were able to create new revenue streams on our way to being leaders in the marketplaceamp8221 says Jason DeMarco Vice President Programmatic and Audience Solutions From there AE embarked on a larger initiative to include all data that can be used to buy and target ad campaigns through both direct and programmatic sales This now includes a DMP data management platform first party data licensed third party data and onboarded client data amp8220It has been a joint effort across sales and marketingamp8221 DeMarco says The result is AE Precisionamp8217s Digital Audience Data PlatformAs advanced analytics and big data practices started to make their way into the television space AE was ready to respond with their Linear Ad Optimizer the TV specific arm of AE Precision The Linear Ad Optimizer platform ingests data from disparate sources first third or client proprietary It delivers amp8220an onair media schedule optimized against a clientamp8217s strategic target proving to be a valuable planning and execution tool for advertisersamp8221 explains Santosh Mathai Vice President Data Analytic Strategic Sales Solutions amp8220First we tackled the digital side From there we applied our knowledge to the linear sideamp8221There is also Synch Reach ampamp Address AE Precisionamp8217s advanced data testing area amp8220With a amp8216flexibleopenamp8217 approach Sync Reach and Address affords our partners the ability to extend their reach and frequency at the household level across screens by collaborating with strategic partners such as SAMBA TV Cablevision and othersamp8221 says MathaiMathai and DeMarco treat data as a critical asset that they are utilizing to create value for AE and their partners amp8220Collaboration prepares us for the futureamp8221 Mathai says amp8220As we look down the road the walled garden approach will be difficult to maintain It is critical for us to work collaboratively in this evolving landscape if we are going to create real value and deliver against strategic and business goalsamp8220We are in favor of an open and connected exchange as it allows our partners to see the up until now hidden value of our audiencesamp8221 he continues amp8220A consultative approach with transparency collaboration sharing and applying insights is the smarter route that we believe will deliver the best results There are lots of moving parts and platform specific labels but at the end of the day AE Precision is our multiplatform audience targetingamp160solutionamp8221Data Sets and MetricsThe Audience Data Platform digital focuses on first party data emails ids cookies etc amp8220The CRM team is continuously working to incorporate quality first party data as well as developing solutions for data synching and modeling lookalikes to increase scaleamp8221 notes DeMarcoThe Linear Ad Optimizer TV amp8220is data agnosticamp8221 says Mathai amp8220We have the ability to work with any data that is available out thereamp8221These two Ad Sales department executives collaborate closely with AEamp8217s Research department amp160In fact it is important to the company to leverage all of the datasets that AE has access to beyond even that found in the research department amp160amp8220We work internally across the entire organization to see what datasets are available to usamp8221 says DeMarco amp8220Data is a strategic asset that is being deployed throughout the company to deliver the best products and solutions Itamp8217s not just limited to ad salesamp8221As far as measurement is concerned digital is still planned and reported on impressions With TV it is based on discussions with clients as to which metrics make the most sense According to Mathai amp8220Every advertiser has a different definition of success and we are open to working with them to identify the best measurement method that works for all partiesamp8221Next StepsPeter Olsen feels the time is right to launch the AE Precision platform and that Santosh Mathai and Jason DeMarco are the right people to lead the charge amp8220Data is the key to unlocking value that the current media ecosystem suppressesamp8221 he says amp8220I as well as the whole organization am confident that Jason and Santosh have the knowledge and experience to take AE Precision out to market and provide the best in class products and solutions for our partnersamp8221Image at top courtesy of Corbis The opinions and points of view expressed in this commentary are exclusively the views of the author and do not necessarily represent the views of MediaVillageMyersBizNet management or associated bloggers

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A+E Reveals Its Multi-Platform Data Initiative

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