BrightLine has announced that it is launching DataCast, a unified OTT data platform that, for the first time, will enable advertisers to target and measure across three screens: mobile, desktop and television.
Designed to enhance the targeting, delivery and measurement of ads across all connected TV devices in the home, DataCast enables media partners to bring highly-targeted campaigns to their advertisers, while providing a heightened level of insights and reporting via an array of audience and attribution end points. DataCast also offers BrightLine’s network partners an opportunity to leverage their own unique viewer data, enabling them to maximise the full potential of OTT’s household addressability.
BrightLine’s DataCast platform was built from scratch, specifically for connected TV—now viewed in 70 million households—to account for differences between web and mobile approaches that do not effectively port to TV.
DataCast allows partners to bridge an array of data sources, ranging from audience data providers to footfall attribution vendors, into the connected TV universe. DataCast aims to link the most commonly sought audience segments to TV screens so partners can target specific audiences, such as auto purchase intenders, for example. DataCast then identifies the specific households within the BrightLine OTT footprint that match the target audience segments and feeds that data to supply-side ad servers, which can then create targeted campaigns using enhanced and/or traditional TV commercials.
Analyst Comment
It wasn’t clear from the announcement whether or not DataCast is available outside the US, but considering that the publisher line-up is largely US-exclusive, we’re leaning towards not. (AF)
