Horizon Teams Up With 4C To Customize Cross-Platform TV Plans

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Media agency Horizon is giving its advanced TV platform Pivot a facelift. Horizon is building a custom planning tool using 4C Insights, the social and TV data analytics platform designed to go beyond age and gender demographic targeting. Instead, 4C’s tool will integrate with Pivot to help Horizon marry behavioral, attitudinal and purchase data withContinue reading »

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As Agencies Ramp Up Advanced TV, Will Business Models Resemble TV Or Digital?

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Agencies are developing skills and business models around advanced TV buying, just as they once did for programmatic buying. GroupM has a dedicated department in Modi Media. IPG Mediabrands’ Cadreon, Dentsu Aegis’ Amplifi, Omnicom and Publicis Groupe also have added expertise. Even independent agencies like Horizon Media are building out advanced TV centers. “Advanced TV”Continue reading »

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