Yesterday, at GABBCON New York, GABBCON Working Group announced best practice guidelines for cross-device audience-based buying and measurement. As part of the GABBCON Working Group, AudienceXpress collaborated with other industry leaders to create cohesive specifications for automated linear television planning and buying and cross-device measurement.
In creating these guidelines, our hope is to eliminate confusion across the industry about programmatic TV adoption and execution and create a common language. We believe the only way to get Programmatic TV out of “first gear” is to educate and distill materials that can be used as reference guides when going programmatic and creating a common workflow to enable maximum efficiency when buying and selling media.
Some key elements to ensure maximized audience-based buying include the following:
Obtaining validated audience data
Audience data should be authenticated by a trusted 3rd party review.
Normalizing data-set values
Standards should consider the representative nature of all input datasets, baseline variability, reliability of input datasets, stability of characteristics over time, and ability to reproduce results over time.
Using a 3rd party match partner to represent a common reference for data associations
This creates a probabilistic match of values between dissimilar datasets and removes the burden from data owners to manage these functions.
Using a data management platform for data fluidity
A DMP will be used to collect, normalize and syndicate data for targeting.
Creating a new currency that enhances the existing ratings currency
We should continue to use GRP/TRP but add audience data from 1st, 2nd or 3rd party sources to keep up with evolving media and delivery.