Cablevision Systems says it has created a data-driven tool to automate the planning of addressable and opitimized linear television ad campaigns.
The tool, called TAPP—or Total Audience Application—gives agencies immediate access to granular, census-level audience data, available impressions and dynamic pricing on a CPM basis, information marketers need to move to audience-based planning from the traditional impressions-based planning.
Media buying agencies GroupM, Starcom MediaVest Group and Horizon Media are the first to trial the platform for impression and audience-based media campaigns.
“TAPP will reduce the complexity and improve work flow which will help us crank out smarter, more efficient addressable media plans for our clients,” Mike Bologna, president of GroupM’s Modi Media, said in a statement
Read more at B&C.