ABC to Launch Big Data Ad Trial
Network to offer limited number of upfront advertisers access
May 13, 2014
YORK—ABC Sales is launching a big data-oriented ad sales trial for its digital properties. Geri
Wang, president of ABC Sales, described the first-of-its-kind initiative during
remarks at ABC’s annual upfront presentation.
company expects to work with trial participants on defining and testing a
variety of data sources to drive ad targeting. “We’re especially excited to
partner with clients to identify how their first-party data can be used to
enhance media delivery,” Wang said.
trial will take place throughout the summer and leverage new tools being
introduced by ad monetization platform FreeWheel. ABC will be the first
media company to offer premium video through FreeWheel’s solution, called
FourFronts Programmatic. FreeWheel
provides digital inventory management and ad-serving solutions to ABC and other broadcast and cable TV networks. Their new FourFronts
Programmatic tool connects ad seller inventory systems with ad buyer
demand-side platforms. It also creates safeguards for publishers
to ensure that automated transactions are handled transparently.
summer trial will include digital video ad inventory across ABC Entertainment and
News programming. Sister cable network ABC Family will also be
participating in the trial, making video inventory available across its digital
portfolio of shows. Neither network will include linear TV inventory in
the trial at this time.
foray into programmatic offerings will be limited to “reserved” inventory,
meaning clients will need to commit to spend levels in advance over a defined
time period. Its core value proposition will be to help better execute
targeting strategies, automate the transaction process and ensure that
campaigns are delivered to goal.