A+E to use Rovi for data-driven advertising

DetailsMichelle Clancy | 19 February 2015

A+E Networks has selected the Rovi Ad Optimizer to enable data-driven audience selling.

The platform will be used for campaign management and media planning functionality to help programmers build and execute audience-based data-driven media plans utilising available datasets and the Rovi analytics engine.

Ad Optimizer can process viewing data from set-top boxes, panel sources such as Nielsen and Rentrak, as well as from multiple third-party consumer data sources. The anonymised insights are used to more accurately forecast and provide deeper insights into audience profiles that can help identify target audiences across inventory more efficiently.

"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 and chief revenue officer at A+E Networks. "We are excited to leverage the power of the Rovi Ad Optimizer because it allows us to manage our inventory more effectively, which will further differentiate A+E Networks in our ability to deliver even more value to our advertisers."

Additionally, Horizon Media, the media services agency, said that it plans to purchase data-driven inventory from A+E Networks.

"Rovi's Ad Optimizer is a natural fit for Horizon Media because the platform speaks directly to a television buyer," said David Campanelli, senior vice president and director of national television at Horizon Media. "Being able to easily and intelligently transact A+E Networks inventory takes the guesswork out of TV ad buying. Rovi Ad Optimizer significantly broadens our capabilities to help advertisers find the right audiences for their campaigns."