Broadcaster collaboration on common industry ad segments provides advertisers with targeting at scale

Catherine MacLeod

Details the collaboration between Canadian commercial television research and marketing association thinktv and the country’s four Canadian broadcasters, leading to the development of 26 common industry segments which enable targeting at scale across the linear television.

This article is part of the February 2022 WARC Spotlight Canada series, "Themes that will influence marketing.” Read more

At the end of February 2022, thinktv, Canada's commercial television research and marketing association, will announce the expansion of its common industry audience segments to French-language markets in the province of Québec, marking an important milestone in audience-based buying. Advertisers and agencies can now optimize any of twenty-six common audience segments across the premium TV inventory of the country's four largest private broadcasters, achieving targeting at (even greater) scale.

How the collaboration started

As...

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