“We’re really fascinated by being able to do deeper segment matching and onboard TV data within 24 hours,” Schelle added.
Another pain point for broadcasters: It’s plain hard to match audience data back to a single DMA. Tapping into set-top box data only partially alleviates the problem. In the end, that inconsistency makes it hard to identify segments in local markets.
Because local broadcasters don’t have detailed audience profiles, Schelle said, local TV inventory often goes undervalued.
Thus, Lotame is using its own digital/mobile data hooks to help broadcasters perform audience extension.
The DMP has a data integration with smart-TV manufacturers representing 15 million households as well as a cross-device solution via its AdMobius acquisition, said Andy Monfried, CEO of Lotame. And more granular matching gives advertisers the opportunity to reach more people.
Lotame also rolled out TV-specific measurement features so broadcasters can show advertisers on-target delivery percentages, as well as the incremental reach they add over time.
It also analyzes how programs and dayparts performed against a specific audience over the past 30 days.
Finally, it has post-campaign analysis for mobile, desktop and smart TV campaigns.
“We’re starting to test how we can apply different buyer segments and apply more automation to make things easier for buyers, but that also allow us as sellers to improve our CPMs,” said Pearl TV’s Schelle. “At the baseline, it’s delivering a common set of data that will help us value local and make it easier to access.”