Broadcasters don’t view potential refunds on missed ads as a major risk, though, Levy said. The programmers have developed strong data science capabilities, and are more confident now in their ability to forecast and target specific audiences.
The prize for broadcasters is that with targeted, guaranteed deals, the programmers can meet advertiser demand with fewer overall ads, Levy said. If a fashion brand wants to reach every woman between 20 and 45 years old in specific regions, the TV network saves a lot of inventory by serving those spots to only women, instead of to shows that index highly with women.
“We want to help broadcasters go from supporting hundreds of advertisers to thousands of advertisers,” he said.