A+E rolls out Rovi's new targeted advertising tool

Becoming the latest programmer to try to package its inventory for advertisers with greater insights as to what kind of viewers are watching it, A+E Networks has become the first to deploy Rovi's data-driven, targeted advertising platform, Ad Optimizer.

The programming conglomerate, which backs A&E flagship channels History and Lifetime, will use the platform to try to make more efficient use of its inventory across linear networks.

Ad Optimizer processes viewing data from set-top boxes, as well as research companies like Nielsen and Rentrak, allowing programmers like A+E to package inventory in a more targeted way.

Ad buying shop Horizon Media has already signed on to buy A+E inventory that has been enhanced by Ad Optimizer.  

"Rovi's analytics platform will allow us to offer our advertising customers similar levels of data-driven audience targeting that they've become accustomed to with digital media," said Mel Berning, president, chief revenue officer, A+E Networks," in a statement.

For more:
- read this Rovi Corp. press release
- read this Multichannel News story

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