About the Advanced Target Standards Group

The ATSG was founded in 2016 by clypd, Discovery, ESPN, Fox Networks Group, Turner, and Viacom. Since then its membership has extended to include representation from the following media owners:
  • A+E Networks
  • ABC|Disney
  • AMC Networks
  • CBS
  • GSN
  • ITN
  • 20th Television
  • Scripps (now part of Discovery)
  • Weather Channel
We also have agency representation through CIMM and its Advanced TV group (Omnicom and Publicis) and consultative input from Premeditated Media and Janus Strategy and Insights. The group has also consulted with comScore, DMA, IAB and Nielsen.

ATSG 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.

ATSG Members

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. 

Read the press release for full details. 

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