Simulmedia, a pioneer in data-driven TV ad targeting, has made a deal to use information about consumer behavior from the Oracle Data Cloud to create more effective and efficient ad campaigns for marketers.
Oracle, which bills itself as the biggest data marketplace in the industry, says this deal is the first step in a more aggressive move into the TV space.
The move shows that planning and buying advertising campaigns based on data is becoming more accepted in the TV business. NBCUniversal says it plans to sell $1 billion worth of its ad inventory based on data. And Turner, Viacom and Fox have formed the OpenAP consortium designed to standardize data-based audience buying and reporting.
Related: Analysts Like OpenAP But Debate Timing, Impact
“We’ve been at this for a while and we always saw the promise that leveraging really big, rich data sets had to make a difference in TV,” said Simulmedia founder and CEO Dave Morgan.
Read more at B&C.