Abstract:

How can we move TV advertising forward with big data? Applying learnings from digital display to advance programmatic TV advertising. The purpose of this article is to systematize the role of the different data available for programmatic TV advertising. We theorize and investigate which data can best help marketers predict consumers’ interest in the product. We approach this from both traditional direct response and advertising mindsets to help bridge what was, historically, very separate approaches. We present outcomes as a framework for both current application and further research to continuously improve our knowledge of programmatic TV advertising predictions.