Executive Summary

    TV networks are offering a wide array of advanced TV targeting products as part of the 2018-2019 TV Upfront deal-making. How will these products bolster TV ad sales? Here’s what marketers should know about what’s happening with advanced TV targeting deals at the national level, as well as the new developments for digital video in this year’s TV Upfronts and Digital NewFronts.

    • TV networks are increasingly offering advanced TV targeting to bolster ad revenues in an environment where TV spend is leveling off or in slight decline.
    • Advanced TV targeting mixes consumer and TV viewing data to make ad inventory more like digital: highly targeted and performance accountable. And while advertisers and media agencies acknowledge its value, it will be some time before it supplants age/gender counts as the standard for audience guarantees.

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