AMC Networks is joining the parade of TV networks looking to add data to the mix in coming negotiations with TV advertisers.
The company, which operates AMC Network, IFC, WE tv and other cable outlets, said it would launch a team to sell data products to advertisers as part of the coming “upfront” market, when U.S> TV companies try to sell the bulk of their ad inventory for the coming program cycle. Adam Gaynor was named vice president of the new unit, AMCN Agility.
AMC, which broadcasts “The Walking Dead” (above, pictured), said the new unit would make use of its Aurora Video Targeting Solutions, an offering developed internally that uses ratings data and proprietary analytics to help advertisers identify specific consumer attributes and segments and devise plans that help match commercials to the customers most likely to be interested in them. AMC introduced the technology last year and said it has worked with “category leaders” that it declined to name to develop and refine the offering.
Read more:
http://variety.com/2018/tv/news/amc-networks-tv-upfront-2018-data-advertising-1202738252/
