Industry Insights: How audience data is redefining TV advertising performance
Data is no longer a supporting layer in TV advertising, it is becoming the operating system.
Part two of this Industry Insights roundtable examines how broadcasters are using data, analytics and automation to sharpen ad targeting, improve campaign performance and redefine how inventory is valued.
The discussion explores the growing importance of first-party data, the shift toward outcome-based measurement and the role of AI in real-time optimization across linear and streaming environments. As traditional audience proxies give way to richer viewer signals, broadcasters are aligning closer to digital advertising norms while navigating privacy, fragmentation and scale.
This installment focuses on how insight-driven decision-making is reshaping ad sales strategies and setting new expectations for accountability and performance across every screen.
Key takeaways from this Industry Insights roundtable
- First-party data leads: Broadcasters are prioritizing their own behavioral and contextual data as third-party signals decline.
- Measurement drives value: Inventory pricing increasingly reflects outcomes, engagement and attribution rather than reach alone.
- AI enables optimization: Machine learning is moving campaign management from reactive reporting to real-time decisioning.
- Context matters more: Creative relevance improves as targeting incorporates content signals, mood and viewing behavior.
- Cross-platform alignment grows: Unified data frameworks allow campaigns to optimize consistently across linear, CTV and FAST.
How are broadcasters leveraging data and analytics to enhance ad targeting and campaign performance?
Dave Dembowski, CRO, Operative: With streaming, broadcasters can learn more about audiences and provide elements of digital on the big screen. They can segment and target specific audiences, and serve targeted messaging and content to them. Broadcasters can also leverage a greater variety of performance metrics than on linear, which helps with optimization and improvement over time.
How do changes in measurement and attribution affect how networks value and package inventory?
Dave Dembowski, CRO, Operative: Streaming allows advertisers and media companies to measure more than ever before. This affects how networks price and value different inventory, and helps them serve advertisers who want more targeted, selective media buying. With good measurement, broadcasters can price and package more confidently to get the most value from their products, while delivering on advertisers evolving campaign goals.
How are broadcasters leveraging AI and machine learning to optimize ad placement and predict campaign performance in real time?
Dave Dembowski, CRO, Operative: Broadcasters are taking a page from digital advertising, using AI and machine learning to adjust campaign placement and delivery based on performance in real time. With dynamic ad serving, broadcasters can improve campaign outcomes and help advertisers reach audiences more effectively.
How are broadcasters approaching creative versioning and dynamic creative optimization to personalize viewer experiences?
Dave Dembowski, CRO, Operative: While still an evolving part of content distribution enabled via the digital capabilities of streaming, broadcasters are increasingly using creative versioning and dynamic creative optimization (DCO) to tailor content and advertising to individual viewer preferences in real time. By leveraging audience data and AI-driven insights, they can adjust visuals, messaging, and formats based on demographics, behaviors, or viewing context. This personalized approach enhances engagement, improves ad effectiveness, and strengthens viewer loyalty.