NEWS18 October 2010
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NEWS18 October 2010
US— Microsoft Advertising has signed up to use set-top box data from Kantar Media’s DirecTView panel to boost the data assets of its Admira media-buying platform.
Admira already calls on return path data from a number of cable and satellite set-top boxes but the DirecTView deal brings second-by-second viewing information from another 100,000 households in to the fold, and because DirecTView is an opt-in panel, members also share demographic data.
Media buyers can use Admira to place content in programming slots that meet their target audience criteria. They can then track a campaign’s performance through a web-based management and reporting tool that delivers reports on reach, frequency and effectiveness of ads.
Kantar Media says the Microsoft deal is the first for its new Data Partner Programme – an initiative to integrate DirecTView information with datasets inside and outside Kantar.
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