NEWS2 October 2017

Cambridge Analytica launches TV targeting product

Media News North America UK

US – Cambridge Analytica’s brand-focused division CA Commercial has released a TV targeting tool, SelecTV.

CA can now streamline data and TV activation across all US addressable TV platforms. In addition to being up and running in the US, CA's SelecTV service is available in the UK and will be rolled out to additional countries and markets over the coming months.

The company said SelecTV offers 100% target audience density through the precision of addressable TV advertising. CA estimates the value of complete target audience density to be an average 63% lift in incremental sales over and above age and gender targeting.

Alexander Nix, Cambridge Analytica CEO, said: "We're really excited to be launching this service at Advertising Week New York, because addressable TV has finally reached a scale that has become very attractive to performance marketers.

"It’s now in more than half of all 119.6 million US TV homes, and it’s available in every US market."

SelecTV also offers a data-enabled TV solution that includes two kinds of TV ad targeting – content- and geo-based. Each may be activated across all types of available unbundled TV ad inventory.

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