Advertisers and TV networks are adopting data-driven strategies and converging digital capabilities with linear.
The use of first-party data, prioritisation of data-driven decision making, and flexible buying strategies have accelerated the consolidation of digital and traditional TV. Advanced TV enables marketers to preserve data, targeting capabilities and extend reach beyond social and search without cookies.
The increased number of addressable devices helps align insights with planning, measurement, and targeting across advanced and linear TV. As IDs are constrained, first-party data is modelled, expanded, and coupled with third-party data for activation on connected TV (CTV) and over-the-top (OTT) to scale insights.
Integrations of tech into the buying process for linear and digital ads and the implementation of integrated teams will help brands merge linear and CTV. Moreover, large TV networks offer bundled inventory and data solutions to control inventory, maintain price and provide data-informed trading strategies.
[4 minute read]