WideOrbit, 4C Add Social to Programmatic - Multichannel

WideOrbit, 4C Add Social to Programmatic

Data helps target engaged TV viewers
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Ad tech company WideOrbit said it is using social data from 4C to improve audience targeting in programmatic TV buying.

Through the partnership, 4C will help advertisers leverage social media engagement, affinity data and other data sets to identify the best placements for brands on broadcast TV and cable network inventory available through WideOrbit's WO Programmatic TV marketplace. 

"Integrating 4C’s analytics with WideOrbit's programmatic marketplace delivers a quantum leap in TV audience targeting by introducing insights from social media to the buying process,” said Ian Ferreira, executive VP of programmatic at WideOrbit.

Read more at broadcastingcable.com.