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Automation and programmatic may not be overtaking the traditional TV advertising space anytime soon, but that doesn’t mean advanced targeting and digital data sets aren’t already making a big impact. eMarketer’s Lauren Fisher spoke with Joshua Summers, CEO of linear television supply-side platform (SSP) clypd, about the latest trends surrounding the incorporation of more advanced targeting tactics into the traditional TV space.
eMarketer: On the advanced TV and even programmatic TV advertising front, one of the biggest trends seems to be the use of secondary targets or audience guarantees. And increasingly, buyers are looking to leverage digital audiences for those guarantees. Do you see this trend playing out as well?
Joshua Summers: Yes. A lot of digital DMPs [data management platforms] are trying to move into the television side. And whether it’s a platform like Lotame, or Adobe’s Audience Manager, or Oracle’s BlueKai, or Nielsen Marketing Cloud, all of these players house significant amounts of data in the digital world, and they’ve done significant work in creating segments and advanced targets that are applied in the digital world. Now there are a bunch of advertisers and agencies that want to be able to leverage that work in television now.
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