Make It a Double: Software Retargets TV Viewers Online
Aims to help brands coordinate television and digital ad buys
Collective today is announcing a marketing software product called TVA Channels, which helps brands retarget television viewers online via comScore's 250 top-rated websites. The New York-based company says the product will help marketers better coordinate TV and digital ad buys.
Its technology uses data from cable TV set-top boxes—deriving from a licensing agreement with Rentrak and TRA—and then anonymously pairs the viewers with data from a cookie pool, Collective says. For instance, via TVA Channels, an advertiser can utilize the system's cookie pool of Survivor watchers to target them via web-enabled devices.
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