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.
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