MAGNA’s move parallels TV audience activation platform Simulmedia’s work to segment niche cable network audiences, many of which fly under network buyers’ radars.
“If you want to buy sports [viewers] or you want to [buy against] music fans for a specific target, it lets you go after these diversity of interests,” Gordon said. “If you have a base TV buy, cost per incremental reach can get really expensive in the end because there’s a lot of duplication of audience, so finding these unexpected pockets of inventory is really valuable.”
One of MAGNA Global’s big pushes last year was the private TV marketplace. It partnered with publishers Cox Media and Tribune as well as TV supply-side platforms WideOrbit and AudienceXpress to make inventory, predominantly from local TV markets in this instance, more targetable.
Although Gordon did not say whether the agency was creating additional private marketplaces with its new 15 network partners, he said they are using a mix of set-top box, client-sourced and third-party data from companies like Rentrak to parse some inventory more deeply than the traditional Nielsen GRP on behalf of advertisers.
“We don’t think there’s one right way to measure,” Gordon said. “While we see tremendous value in Nielsen and they’re core to our business, there are parts of Rentrak that are also interesting. I think you’ll see us talk more about these things in the future.”