BrightLine, a market leader in advanced TV, announced that it is launching DataCast, a unified OTT data platform that for the first time will enable advertisers to target and measure across three screens: mobile, desktop and television.
Designed to enhance the targeting, delivery and measurement of ads across all connected TV devices in the home, DataCast enables media partners to bring highly targeted campaigns to their advertisers, while providing heightened level of insights and reporting via an array of audience and attribution end points. DataCast also offers BrightLine’s network partners an opportunity to leverage their own unique viewer data, enabling them to maximise the full potential of OTT’s household addressability.
BrightLine’s DataCast platform was built from scratch specifically for connected TV– now viewed in 70 million households — to account for some very core differences between web and mobile approaches that do not effectively port to TV.
Jacqueline Corbelli, Founder, Chair and CEO, BrightLine, said, “Our advanced advertising solutions are yielding an incredible trove of household data that holds great value for advertisers. DataCast will enable brands to micro-target tailored messages to specific households based on their psychographic profiles.”
DataCast allows partners to bridge an array of data sources ranging from audience data providers to footfall attribution vendors into the connected TV universe. DataCast aims to link the most commonly sought audience segments to TV screens so partners can target specific audiences, such as auto purchase intenders, for example. DataCast then identifies the specific households within the BrightLine OTT footprint that match the target audience segments and feeds that data to supply-side ad servers, which can then create targeted campaigns using enhanced and/or traditional TV commercials.
“DataCast brings to the connected TV screen all the targeting and audience insights advertisers get in web and mobile,” Corbelli said. “It provides for real attribution across screens.”
Linda Yaccarino, Chairman of Advertising and Client Partnerships at NBCUniversal, commented, “One of our top goals is to provide marketers more ways to target their messages to the right audience at the right time on the right platforms. Initiatives like BrightLine’s DataCast supports that goal and is another tool for our industry push for a smarter future.”