Tagged: segment

IAB Tech Lab Unveils Transparency Framework For Assessing Data Segments

The framework would also mark the introduction of metadata into the openRTB process as a way to characterize the provenance of data used in media campaigns, said Dennis Buchheim, IAB senior VP and general manager of the IAB Tech Lab. Source: https://adexchanger.com/ad-exchange-news/iab-tech-lab-unveils-transparency-framework-for-assessing-data-segments/

TV Advertisers Need Better Audience Segments

In TV, you do not need segment reach as TV already gives you reach. As an industry, we have spent much time validating viewing data from set-top-boxes and smart TVs, but we now need to take a much closer look at the audience segments that we are matching to these viewing data sets. To be effective on TV, segments need to have the most distinctive characteristics to bring out the most strongly differentiated programming in the indexing model. Source: https://adexchanger.com/tv-and-video/tv-advertisers-need-better-audience-segments/