Bud Breheney talks to Beet TV about how Kantar Media's TV data helps Xaxis target online ads

Our chief commercial officer Bud Breheney talks to Beet.TV about how knowledge of TV viewing habits is increasingly informing the online component of multi-channel ad campaigns, and how Kantar Media's data about Americans’ TV tuning behavior is being used by WPP stablemate Xaxis to plan smarter digital ad campaigns.

“We know what households have been exposed to commercials,” Breheney says. ”We’ve looked at people that have low television usage. Xaxis can then target a campaign for people that are light TV viewers.”

Equally, data showing moderate and heavy TV viewers can also help plan ad buys, helping Xaxis double-down on reaching viewers who may already have been exposed to certain brand ads, for example.

This segment was recorded at the Beet.TV leadership summit on television and programmatic advertising hosted by Xaxis.


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