Ben Tatta, Cablevision’s media sales president, has advocated adapting to the rise of nonlinear TV. At the time of TAPP’s debut, Tatta described the new product to AdExchanger as “moving more toward a Google model where it’s much more real-time with the ability to optimize.”
Cablevision has also changed its reporting to account for impressions and CPMs, de-emphasizing gross ratings points as the go-to advertising metric.
TAPP represents “the first real integrated system we’re seeing from the sell side where we're able to pull in census-level data in a turnkey way,” said Tracey Scheppach, EVP at Starcom MediaVest, one of the initial agency partners testing the product.
Altice specifically cited Cablevision’s 65% rate of “triple play” subscribers – phone, TV and Internet – in its official statement, underlining how important the convergence of digital is for cable operators.