TURNER'S LEVY THINKS AUDIENCE BUYING WILL GROW IN UPFRONT

摘要

TURNER WANTS to double the number of advertisers it has buying targeted audiences during this upfront. One of the pioneers in adopting data-driven advertising, Turner is also one of the founders of Open AP, a consortium that plans to standardize the way target audiences are defined and measured. With issues in the digital world regarding ad placement, efficiency and measurement abounding, Turner president David Levy figures marketers are eager to get the kind of targeting digital promises from TV and Open AP that will simplify the process. "We've had numerous conversations about it with advertisers," Levy said. "There's a lot of interest and I think it's going to play a big part in this upfront."