Audiences might be moving around and off linear TV but Publicis Media Exchange managing director, Sarah Keith, says the agency group is addressing the challenge by planning linear TV and online video through a single platform.
The firm’s Tardis product means it can deliver “a combined reach number” across both media, Keith told MCN’s PartnerFronts.
But she thinks MCN’s data sharing platform, to be launched early 2018, could be a “game changer” for multiplatform television.
Agencies were given a glimpse of the SIA platform’s capabilities at MCN’s UpFronts.
“What is most impressive [about SIA] is client access, agency access [to combined data sets],” said Keith.
“That is a potential game changer. Because everybody has data, everybody wants data, but nobody is sure about how to share.
“Creating something that is open [to all] is a real step forward.”
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