The first signs of an industrywide move to ad targeting emerged in March this year when media giants Viacom Inc., 21st Century Fox Inc.-owned Fox Networks Group and Time Warner Inc.’s Turner teamed up to launch OpenAP, an open-platform for audience targeting and measurement.
Not only did the announcement highlight the ongoing combination between TV’s wide reach with the targeting smarts of its digital cousins – web, social and mobile – but it also pointed to a slow shift from the broad demographic data historically relied on by advertisers.
As a result, there has been a recent proliferation in data and technology solutions for television, according to JC Uva, managing director at New York-based strategic advisory firm MediaLink.
“It’s an important area to watch because the TV market is still the biggest advertising market in the U.S. and globally,” Uva said in an interview. “While ad fraud is an issue, there is still big appetite to understand how television is measured,” he added.
The nascent state of the market could attract substantial M&A activity from investors seeking “untapped” areas, Uva explained.