TV Programmatic -- A Big Game of Hot Potato

As part of the secretiveness of the Secret Society meeting all wore masks amp8230 just for the group photograph Then the masks and gloves were off The areas of lively contention were deduping datasets the cost of data and datagapsMy Take The Secret Society was formed to take a deep objective dive into the issues of TV Programmatic In a media storm of pronouncements and selfpromotions by various companies it is difficult for many of us to make sense of the real challenges in rolling out programmatic into TV amp160especially national TV For example while I was aware of the need to dedupe data I never considered the challenge of STB household data overlap when one begins to collect STB data from several suppliers I assumed that the PII Personally Identifiable Information would solve that problem With this issue as with the others outlined in this article the question of responsibility loomed large The dataists at the table thought the responsibility of deduped audiences resided with the ad agencies and programmers the ad agencies and programmers vehemently suggested the reverse From what I see so far TV Programmatic is becoming one big game of hot potatoAt the first meeting of the Secret Society a few months ago programmatic local TV platform Videa discussed the need for the media community amp160buyers and sellers to have access to multiple data sources to drive programmatic market transparency They said that they were in discussion with a variety of data companies amp1604C Insights Cardlytics Civis FourthWall Nielsen Rentrak and TiVo amp160to obtain data sets from each in order to comprehend how they could be utilized to better serve their constituenciesData OverlapFor a marketer cobbling a national campaign using the full set of data suppliers from Rentrak to Nielsen to TiVo to FourthWall toamp160ATampampTDirecTV to individual MVPDs there is the issue of deduping these standardized but overlapping industry datasets No one is doing this now All concurred Videa39s Brett Adamczyk Vice President Business Development and Strategy led the discussion quotHere is part of my problemquot he said quotI39m paying or will be paying millions of dollars to license datasets from the majority of people that are on that side of the business and a lot of those people are licensing the same data from the same people that are on that sidequotData DeDupingThe question raised was Are the buyers of data getting the same data over and over again How can the players in the space that are utilizing the data dedupe it so we can be sure that we are not using the same homes several times when we only need to use them once quotWhen I try to do my targeting on a program level basis we Videaamp160are pulling information from our station partners39 traffic warehouses that we have four years of history down to the spot level what ran what the price was what the rating wasamp8230quot Adamczyk explained quotWhat we need to be able to do is overlay data from an audience targeting perspective so we can index those attributes against every program that is on the schedulequotDaypartsMitch Oscar the Secret Society organizer said quotIn terms of national programmatic TV advertisers do not know the specific TV network programs that they purchase We only know networks and the total number of impressions purchased by the individual network No dayparts At the conclusion of the campaign the post analysis consists of total impressions broken down by individual network daypart breakdown by total schedule all networks and if requested an As Run reportquot In terms of the As Run report Oscar quippedamp160quotThe As Run report for one of our campaigns which cost 150000 consisted of over 163000 lines of reportage detail spread of 3500 pagesquotAddressabilityThe discussion then jumped to the topic of data and TV addressability The group agreed that local broadcasters at this juncture do not have addressable capabilities An advertiser can buy the DMA which is tough to target audiences A debate ensued about what type of data intelligence could be brought to local other than the generic DMA buy or the more granular zip level Frank Foster Senior Vice President General Manager TiVo stated quotThe CEO of Walmart says that programmatic TV doesn39t do what he wants for Walmart He may want to drive people to the store from 12 noon to 5 pm so they need to see the message from 10 am to 12 noon We therefore need first party foot traffic and to be able to show the differences in campaigns for both local and nonlocalquotNext StepsAs the meeting concluded a task was presented to different membersamp160Videa was directed to put together a list of 10 data points that they would want the data providers to help answeramp160TiVo 4C Insights Rentrak and Epsilon were tasked with coming up with 10 data points that individually they think Videa should be requesting USIM Horizon and The Media Kitchen would compare notes and present findingsThe challenges seem formidable Even the creation of a JIC Joint Industry Committee to facilitate the standardization of edit rules or duplication of datasets is fraught with business conflict If for example it is decided that one data company has a large duplication with other data companies how would the market respond Would the highly duplicated company lose business Something that ultimately could help the many could potentially be deadly for a few But not findingamp160ways to address data concerns is also problematicAs Russell Zingale President of USIM noted quotEvery data company should be purchased by everyone in the food chain whether it is a content creator content distributor like the MVPDs or an agency That is a lot of data for each of these groups to license amp160though it would be wonderful for the data companies to have such a lucrative businessquotThe opinions and points of view expressed in this commentary are exclusively the views of the author and do not necessarily represent the views of MediaVillagecomMyersBizNet Inc management or associated bloggers amp160

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TV Programmatic -- A Big Game of Hot Potato

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Charlene Weisler

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