About the Advanced Target Standards Group

The ATSG was set up by clypd and a consortium of US network programmers in August 2016 with the following mission:

To accelerate the use of advanced targets in the buying and selling of TV advertising, to benefit buyers, sellers and viewers.

Key considerations in the creation of the group were as follows:

  • Although the media owners in the group are in competition, there are benefits in collaboration to promote advanced TV in the broader media landscape.
  • Advanced audience data sources in linear TV are typically designed for ad sales, planning or effectiveness measurement rather than campaign activation and stewardship.
  • To enable wider use of advanced audiences, simpler and more standardized processes are required. Enabling advanced targets in the workflow for ad deals in a similar way to the standard gender and age targets is the key to scale.

As of August 2018 the ATSG has participation from 13 media owners and agency representation through CIMM’s Advanced TV Group.

September 2018 Update

Nielsen adopts ATSG Calculation Principles

We are very pleased to announce that Nielsen has adopted the ATSG Advanced Target calculation principles for use in their Advanced Audience API. These calculation principles have been used by clypd and others for some time, and their adoption by Nielsen will accelerate the standardization of advanced target universes, audience impressions and ratings, allowing the industry to use advanced target data with more confidence and uniformity in TV deals.

““We know that the currency is evolving and Nielsen will remain at the center of providing the industry with the metrics needed to transact. The ATSG Calculation Principles are a great first step towards bringing consensus to advanced audience measurement and we are pleased to be among the first to implement these standards. We are committed to bringing independence and consistency to this space, and as a result, we are innovating to ensure advanced audiences can be monetized in a seamless way.”

Kelly Abcarian, SVP of Product Leadership, Nielsen

“We’ve been using these calculation methods in our Discovery Engage advanced audience deals for over 18 months. Because of the ATSG’s work on standards, we and our clients are confident that our advanced audience deals are being measured accurately and consistently.”

Keith Kazerman, SVP Client Solutions of Discovery Networks

“We are seeing more and more interest from advertisers and agencies wanting to incorporate their own data into their national TV advertising. The opportunities here are great, but there are also challenges with first-party data that need to be considered. This new ATSG document provides a comprehensive but readable overview of key considerations and guidelines for anyone working in this space.”

David Ernst, VP, Advanced Television & Digital Analytics

“Any measurement that improves our understanding of how TV advertising delivers on advertiser objectives is welcome,” said . “For television, that has to include a clear view of the advertising objectives and the metrics that are being used to measure campaign success. TV works at all levels of the effectiveness funnel and any effectiveness measurement needs to reflect that. It takes a first impression to get a last click.”

Tom Ziangas, SVP of Research, AMC Networks

“The ATSG focus on TV data sets for these labels complements other initiatives in play in the digital space and provides a useful set of considerations for anyone deciding which data set can best inform better TV advertising outcomes for their clients.”

Jonathan Steuer, Chief Research Officer at Omnicom Media Group

“The calculation principles cover issues that are taken for granted when dealing with standard demo targets, things like universe size consistency, data latency and viewing of visitors. The ATSG calculation principles are open source, as we all agreed that it was crucial for the development of the industry. We’re delighted that Nielsen has chosen to adopt them.”

Pete Doe, Chief Research Officer, clypd and chair, ATSG

New Resources Available from ATSG

The group has been working on a number of initiatives in 2018 and we have added various resources to the site emanating from this work.

First-Party Advanced Audience Data: Considerations and Guidelines (Available for download)

This document lays out the key issues that need to be addressed with the use of first party data, such as target size, utility, completeness and consistency, and the fidelity of the data when matched to relevant audience measurement data.

ROI/Effectiveness POV

The use of advanced audiences in national TV campaigns has coincided with a focus on effectiveness. The ATSG has published a point of view on effectiveness measurement for TV.

Data Labeling (Available for download)

The ATSG has created a data-labeling framework for TV measurement data, to help guide data users through the increasingly crowded TV measurement data environment that includes Panel, STB, OTT and ACR data sets. This data labeling operates at two levels – a top-line description of the basic attributes such as sample size, coverage and projectibility, and a more detailed assessment that covers areas such as reported metrics, data granularity, and reporting frequency and latency.

July 2017 Update

  • The ATSG now has representation from the Agency side with participation from CIMM’s Advanced TV group.
  • The ATSG work was highlighted at the recent ARF Audience Measurement 2017 conference in a presentation titled “Order Out Of Chaos – Advanced Targets for Linear TV”. It’s available below.
  • Also available for download are the following papers:
    • Calculation Principles Document
    • Comparison of Alternative Advanced Target Reporting Methods