How to target TV ads: A buyer's guide to set top box targeting algorithms
Brendan KittsPrecisionDemand
Abstract
Television ad targeting is undergoing a revolution in capabilities and accuracy. We review a variety of different targeting algorithms for TV ad targeting, ranging from the traditional age-gender targeting methods employed based on Nielsen ratings, to new approaches that attempt to target high probability buyers using Set Top Box data.
Overview
It wasn't very long ago that talk of TV targeting was dominated by discussion of age and gender breaks (Dawson, 1996). Today this situation has dramatically changed. Today it is possible...