Numeris adds data to The Trade Desk
By Rob Bale
Broadcast measurement company Numeris, in collaboration with Environics Analytics, has formed an agreement by which it will provide linear television audience data to The Trade Desk, a digital media buying service based in Ventura, CA. The Numeris data will be segmented by Environics Analytics and then delivered to The Trade Desk. The intent is to allow advertisers to buy more precisely-targeted campaign that cross linear television, streaming services and digital properties.
“This partnership begins with television audience data to create targeting segments and over time,” said Peter Farfaras, vice-president of business development at Numeris subsidiary NLogic. “The plan is to incorporate commercial ad tracking so that advertisers can match up their first-party data to who saw what TV ad when, where and how often, in a completely anonymous and privacy-conscious way. As viewing experiences continue to be fragmented, we need to be able to integrate disparate data for holistic cross-platform targeting and be able to optimize media spend and results.”