Connect Guest Blog: PremiumMedia 360's Chief Strategy Officer Cordie DePascale
How well you fare in a crisis – including this one – depends largely on how easily you can switch gears. Consider movies: Studios have been able to recoup box office losses by shifting opening day online. But movie theaters – which sell experiences in (crowded) physical spaces – can't adjust, and may suffer an existential blow as a result.
All of this could spell real trouble for television, an industry that thrives on predictability. In normal times, agencies and stations work from a clear understanding of how audiences watch, and what advertisers want to spend to reach them. Perhaps there’s no greater symbol of this than the upfronts, in which advertisers line up tens of billions of dollars in ad commitments months in advance: they know that in a chaotic media world, TV is a safe investment because it’s a stable environment.
Read the entire blog post here.
April 22, 2020
Mediaocean & PremiumMedia360 Expand Partnership To Bring Productivity & Agility To TV WorkflowNEW YORK, April 22, 2020 -- Mediaocean, the system of record for the advertising world, and PremiumMedia360, the advertising data automation company, announced they have expanded their partnership to further automate in-flight broadcast campaign validation. This comes at a time when agencies must find ways to be as productive, efficient and flexible to meet the needs of their brand clients.
The expanded partnership will improve productivity for local broadcast buyers and sellers by automating the resolution of in-flight copy and buy discrepanices through a direct integration between Mediaocean's broadcast buying systems and PremiumMedia360's CLIR Flight, an integrated buyer and seller console for in-flight campaign monitoring and resolution.
The integration leverages CLIR Flight's capabilities to synchronize buyer and seller data, enabling the parties to identify and resolve discrepancies and increase workflow efficiencies.
"The TV industry is now facing the tremendous task of reallocating billions of dollars– amounting to an incredible number of investment decisions – as fast as possible." said Ramsey McGrory, CRO of Mediaocean. "Mediaocean's partnership with PM360 brings much needed data automation to the reconciliation process so that buyers can move quickly, reduce wasted spend, and maximize their efforts."
"Now more than ever, buyers need to be able to move fast, reduce waste, and do the most with the least," says John Bowser, CEO of PremiumMedia360. "Our partnership with Mediaocean helps enable that by increasing data validity and clarity in the transactions that buyers and sellers rely on to deliver their campaign goals. CLIR Flight enables clean data from Mediaocean to be synched with data from seller systems to solve a multitude of campaign delivery issues and increase automation."
PremiumMedia360 is the only advertising data automation company currently offering innovative pre-flight and in-flight campaign reconciliation solutions. Through this partnership, PM360 will deliver station airtimes directly into the PVX platform. PVX is already the most complete, two-way connected platform for the buying and selling of local Television media in the US. The integration of this airtime data into PVX will dramatically increase in-flight campaign performance and transparency while decreasing the cost and labor associated with the stewardship process. PVX along with PM360 has enabled a special program for sellers to on-board and become part of the integration.
Through its partnership with PM360, PVX will create efficiencies between buyers and sellers by automating and monitoring in-flight campaign data that will be provided through PM360's GIAHub™ software. The combined "TIP-compliant" data automation from PM360 and PVX capabilities provide agencies with software that enables advertisers to reach their audience to better achieve their investment goals. Steve Poulin, EVP Platform Development at ProVantageX says, "Our partnership with PM360 enables PVX to leverage TIP-compliant data through PM360's GIAHub™ to power and automate our workflows. Our broadcast television partners will be able to use GIAHub™ and automate daily data delivery directly into PVX's applications."
Cordie DePascale, Chief Strategy Officer at PM360 says, "Our partnership with PVX expands on our ability to serve the broadcast television and agency community with actionable, TIP-compliant campaign data. GIAHub automation enables PVX to receive clean data from their broadcast television partners to assure audience delivery and enable them to reach their campaign investment goals."
View the original press release.
September 20, 2019
Article: The Possible DreamAutomation and A.I. could produce more money from advertising sources, if media is willing to make the investment
In the September/October 2019 issue of TFM, The Financial Manager magazine, PremiumMedia360's Joan FitzGerald discusses how automation and A.I. can help meet the challenges of invoice reconciliation, credits and write-offs, and late payments. She reveals how new technology can make in-flight reconciliation possible and eliminate media problems before a campaign begins.
Read the entire article here.
Throughout his career, DePascale has served in leadership positions in direct response, broadcast, and digital advertising technologies. He comes to Premiummedia360 from Mediaocean, where he was Senior Vice President, responsible for the Connect & Lumina Planning applications. In that position, he architected the company's 'Connect' integration platform to automate agency, seller, syndicated research and third-party ad tech workflows. Earlier in 2019, De Pascale assumed product management responsibility for 'Lumina', Mediaocean's global media planning software. Prior to Mediaocean, DePascale worked at COREMedia.
"I am thrilled to join PremiumMedia360 as we lead media and advertising through transformations that are reshaping our industry and how work is done," said DePascale. "PremiumMedia360 is poised to automate and elevate advertising as broadcast and digital workflows blend, new infrastructures take hold, and standards emerge that will become the future of advertising."
"I don't think there is anyone more qualified to help lead the TV industry to a next generation smart data automated future. We are excited to have Cordie join our team", said John Bowser, CEO at PremiumMedia360. "Cordie's understanding of industry workflows and relationships with select 3rd-party companies will help us design and develop great new buy and sell side data and analytic tools."
July 29, 2019
PremiumMedia360 Hires Two Media Veterans for Key Client Relations Leadership Roles
NEW YORK, July 29, 2019 /PRNewswire/ -- PremiumMedia360, the leading advertising data automation company that solves problems for broadcast media buyers and sellers, has hired two ad tech industry veterans, Michelle Clayton and Julie Giammattei. Clayton has been named SVP of Client Services and Julie has joined the company as Implementation Director. Both executives began their careers at Donovan Data Systems, which later merged with Mediabank to become Mediaocean.
In her new role at PremiumMedia360, Clayton will initially focus on agency relationship management. She previously served as VP, Strategic Account Director at Mediaocean, where she was managing relationships with several of the company's largest ad agency clients, including Publicis, Dentsu Aegis, Havas and IPG.
Giammattei will focus on the broadcaster side of the business. She previously served as Strategic Account Director at Mediaocean and was responsible for relationships with owned and operated station groups, local broadcasters, and long-list rep firms, including Katz, ABC, NBCU, Fox Station Sales, and Univision.
"We are fortunate to attract executives with the deep industry knowledge, relationships and expertise that Michelle and Julie bring to PremiumMedia360," said John Bowser, CEO, PremiumMedia360. "Their combined breadth of experience is exactly what we need to grow both sides of the business and I’m thrilled to have them on board."
July 24, 2019
PremiumMedia360 and Mediaocean Partner to Automate In-Flight Campaign Validation for BroadcastNEW YORK, July 24, 2019 /PRNewswire/ -- PremiumMedia360, the advertising data automation company offering innovative pre-flight and in-flight campaign validation solutions for local broadcast, proudly announces its partnership with Mediaocean, the foundational software provider for the advertising world. The goal of this collaboration is to make media agencies' local activation teams more nimble, efficient and profitable by automating the identification of campaign transaction errors and facilitating resolution, before the station invoice is created.
Through its relationships with networks and broadcasters, and its partnership with Mediaocean, PremiumMedia360 will create efficiencies between buyers and sellers, monitoring campaign data for both parties, and creating actionable alerts where data discrepancies are identified. This upstream process empowers agencies with unique tools that don't exist today, helping prevent advertiser dollars from going uninvested or ending up discrepant.
"Our entire business is dedicated to tackling an industry problem nobody has successfully addressed in an automated way," explains Michelle Clayton, SVP Client Services at PremiumMedia360. "As longtime supporters of the TIP initiative we have a simple goal. By empowering agencies to get ahead of campaign transaction errors before they end up on an invoice, we aim to help make local broadcast less complicated, more efficient and less costly. Ultimately, we hope this will help agencies to attract more advertiser dollars to local broadcast."
Cordie De Pascale, SVP Connect Partner Management for Mediaocean, added: "A fluid, end-to-end workflow connecting buyers and sellers is crucial in today's media landscape. PremiumMedia360 enables trading partners to leverage mission critical data, early and often, throughout campaigns. Our automation will enable media orders, traffic, air times and invoices to more seamlessly process between buyers and sellers using Mediaocean and PremiumMedia360."
View the original press release.
September 27, 2018
TV Station Consortium Launches Programmatic TV Ad EffortBacked by a consortium of major TV station groups, PremiumMedia360's automated TV advertising platform is now available to 320 TV stations. The TV Interface Practices Initiative (TIP) consortium is backed by TV station groups Hearst Television, Nexstar Media Group, Raycom Media, Sinclair Broadcast Group, Tegna and Tribune Media.
Stations that are signing on through PremiumMedia360 are now using the TIP standards to streamline transaction workflows when it comes to buying and selling local linear TV.
Article: New Platforms Tackle Data Normalization As Key to Maximizing M&E MonetizationNew approaches to mitigating the impact of disparate, incompatibly configured databases on B2B transactions bode well for the automation that is essential to doing business in an ever more fragmented M&E marketplace. When it comes to expediting the transition to addressability in TV advertising, the momentum everyone is looking for may ultimately depend on whether a way can be found to normalize data for engagements involving massive amounts of instantaneous transactions across the crowded multiscreen services marketplace.
When it comes to expediting the transition to addressability in TV advertising, the momentum everyone is looking for may ultimately depend on whether a way can be found to normalize data for engagements involving massive amounts of instantaneous transactions across the crowded multiscreen services marketplace.
Read the entire article on the ScreenPlays Magazine site.
May 31, 2018
Article: With Automated Data Pipes and Data Fuel, the Broadcast TV Ad Sales Engine is Ready to RoarAt this year's NAB Show, one of the most compelling expert panels was about a new focus on reducing friction between buyers and sellers of local broadcast television advertising. The panel discussed the importance of automation and progress on standards for APIs. Although APIs – the data "pipes" – are an important starting point to solve the automation puzzle, there's still a missing piece: the data synchronization "fuel". Think about it this way: even if the data pipes are in place, if the agency uses gasoline and the broadcaster uses diesel fuel, the ad sales "engine" still won’t work.
Why all the fuss? Agency leaders from GTB and Publicis Media put it best: Local linear TV is losing revenue to advertisers who need to be on air in hours, not weeks. Digital advertising, already automated, today takes the bulk of every new dollar spent on advertising.
Read the entire article on the BIA site.
To address the rapid changes in linear TV advertising, PremiumMedia360 recently introduced the world's first intelligent transactional data management platform for linear TV advertising: Guidance Intelligent Assistant (GIA) Cloud. The AI-powered SaaS solution acts as a universal translator that cost effectively integrates with 100 percent of existing media software platforms, to reformat, automate and synchronize the data flow in TV media sales transactions.
As part of its alignment with TIP, PremiumMedia360's platform provides automated data communication, using the TIP framework, to synchronize the TV station data with ad agency data, and ensure its both free of errors and with no missing elements. The GIA Cloud also allows open APIs to connect other data partners in the media industry. If permissioned by stations, networks or agencies, these data partners can then access the media transaction information to create new services for buyer or seller and support further industry innovation.
"Faced with the challenge of automating legacy systems, the TV industry and their agency counterparts benefit from an accelerated path to achieving seamless, unobstructed data connectivity," said John Bowser, CEO, PremiumMedia360. "We’ve invested the better part of a decade in solving this problem and are eager to extend the benefits of GIA Cloud to all the players involved with the TIP Initiative."
About PremiumMedia360: PremiumMedia360, the leading advertising data automation company, provides seamless data synchronization and data connectivity between ad agencies and media company partners. Its intelligent, open-source data management platform, Guidance Intelligent Assistant (GIA) Cloud, integrates with all media software systems to synchronize advertising data, making it more reliable and error-free. Acting as a universal translator, GIA Cloud has reformatted, automated and synchronized the data flow of more than $1 billion dollars in TV media sales to-date.
View the original press release
May 2, 2018
PremiumMedia360 Launches GIA Cloud to Fully Automate Ad Buying and Selling for TV Stations, Networks and AgenciesNEW YORK, May 2, 2018 /PRNewswire/—PremiumMedia360, the leading advertising data automation company, today debuted the world's first intelligent, open-source transactional data management platform for linear TV advertising: Guidance Intelligent Assistant (GIA) Cloud. The AI-powered SaaS solution acts as a universal translator that cost-effectively integrates with 100 percent of existing media software platforms, to reformat, automate and synchronize the data flow in TV media sales transactions. After more than six years in development, followed by rigorous testing with a number of agencies, GIA Cloud has proven its readiness for mass industry adoption.
Advertising agencies and media inventory owners are scrambling to find an affordable, effective way to move linear TV into the future with advanced automation capabilities. Television advertising buyers and sellers spend significant time mired in error-prone manual reconciliation and makegoods, creating data quality issues and drastic inefficiencies. Automation means linear TV ad campaigns can get on-air in hours, not weeks, bringing linear TV back into the consideration set for advertisers who may not be able to use linear TV advertising today.
To address quality issues and inefficiencies associated with manual reconciliation, the GIA Cloud platform's AI technology merges with agency first-party campaign data to automatically inspect, find and correct errors, and fill in the media partner reports' missing information.
PremiumMedia360 allows open APIs into its GIA Cloud platform, which means other data players in the media industry—when permissioned by stations, networks and agencies—can access the data, enhance it, and create new products to support further industry innovation.
"PremiumMedia360 has worked toward a vision where, with a single data connection, the TV media industry's multiple software platforms can easily communicate, exchange data and transport information. We've developed a simple, easy-to-implement solution that benefits both ad agencies and media partners, allowing them to transform the way linear TV advertising is bought and sold," said John Bowser, CEO, PremiumMedia360. "With programmatic automation, linear TV advertising can remain a highly viable part of the consideration set for advertisers who demand performance from their television campaigns within hours, not weeks."
About PremiumMedia360: PremiumMedia360, the leading advertising data automation company, provides seamless data synchronization and data connectivity between ad agencies and media company partners. Its intelligent, open-source data management platform, Guidance Intelligent Assistant (GIA) Cloud, integrates with all media software systems to synchronize advertising data, making it more reliable and error-free. Acting as a universal translator, GIA Cloud has reformatted, automated and synchronized the data flow of more than $1 billion dollars in TV media sales to date. To learn more, visit http://www.premiummedia360.com.
View the original press release
"We are excited about this progressive step in automation. Now, instead of spending time obtaining and managing data, we are able to automate this process and have actionable results faster than ever before," says Walker Burl, Director of Short Form Media Operations at Havas Edge. "We are now processing over 250k television media transactions a month through PM360's cloud based platform, and can make media decisions faster than someone who is using a semi-automated or manual system."
Over the next 90 days Havas Edge will be asking media partners to move forward with delivering their data through PM360, adds Mr. Burl, "Fortunately, the PM360 platform handles all the data mapping and has an easy to establish API connection that will save time and transaction costs for both media partners and Havas Edge."
"The PremiumMedia360 Smart Data Hub is ready today to connect to any TV media company that wants to work with Havas Edge in this next generation data flow," adds John Bowser, CEO of PremiumMedia360. "The platform offers an always-on, 2-way data relationship to all participants. Set-up can take as little as 30 minutes and there is no software program for media companies or 3rd party suppliers to learn or install, and all reformatting of data is completed en route in an encrypted environment before reaching the intended recipient."
About Havas Edge: Havas Edge succeeds by helping build clients' businesses and brands – in that order. With over 30 years of experience across digital, broadcast and media domains, Edge is a leader in leveraging predictive analytics and proprietary data analysis to help clients maximize revenue. Their experienced creative and production team, media strategists and data analysts work together to develop and execute highly profitable performance marketing campaigns using the most advanced attribution models in the industry.
View the original press release
March 29, 2018
Article: Is Your Agency Ready for the Future of TV?In many ways, DRTV media agencies conduct their campaigns the same today as they did in the year 2000. However, things are about to change rapidly. The future of TV will arrive — in a big way — in 2019, when the new ATSC 3.0 broadcast standard will bring addressable TV to the market on a wide scale. This sea change will catch many agencies off guard.
The process began in 2017, with the approval of ATSC3.0. TV broadcasters launched an acquisition frenzy, buying local broadcast stations across the country to piece together regional and national addressable audience targeting platforms to compete with the national TV networks. ATSC 3.0 works as a hybrid television delivery system. The station broadcasts audio and video content over the air, while also sending targeted ads to the viewer’s internet connection for integration into the program. This ATSC 3.0 IP-based system gives TV advertisers the same ability to communicate with viewers as they do in the digital marketplace. Regardless of the device, viewers will be able to watch live-streaming TV programs of their choice — and have relevant ads served that match their interests.
Read the entire article in Response Magazine
March 27, 2018
PremiumMedia360 Names Adtech Executive Sam Bhaumik as Chief Solutions OfficerNEW YORK -- PremiumMedia360, the advertising data automation company, today named Sam Bhaumik as chief solutions officer. Bhaumik will lead PremiumMedia360's effort to connect networks and media publishers to the company's data hub, which in turn creates a two-way seamless connectivity that automates the workflow to advertising agencies.
"I am looking forward to working with PremiumMedia360 and their clients as linear TV advertising is transforming fast in the digital age and data connectivity between buyers and sellers is becoming increasingly important to stay competitive in the space," said Bhaumik. "Current communication between agencies and the inventory owners, or programmatic vendors, is very manual and fragmented. PremiumMedia360's real-time, two-way connectivity streamlines the process and increases the efficiency by multiple folds. With this connectivity, and new blockchain-enabled technology, both buyers and the sellers can take many of the advantages that digital advertising brings to the linear TV advertising marketplace."
Bhaumik previously acted as vice president, product management for SintecMedia (now Operative). In this previous post, he focused on delivering ad sales and content data from global media companies across digital, linear, advanced TV and other channels. He was instrumental in adding a number of new strategic products and driving significant additional revenue for the company.
Prior to SintecMedia, Bhaumik served as Director of Product Management at Broadway Systems, a major provider of traffic, billing and advertising management software for national cable networks. While at Broadway Systems, Bhaumik spearheaded product strategy as well as the development and implementation of new products.
PremiumMedia360 CEO John Bowser added, "Sam has been at the forefront of the trend toward automation and our vision of two-way connectivity between agencies and networks. With his extensive background in the TV industry, and knowledge of network trafficking software, we know he will be a valuable addition to our team."
PremiumMedia360 was founded in 2012 to provide seamless 2-way data connectivity between advertising agencies and their media company partners. The company is dedicated to data security and data management best practices, and today reformats and automates the data flow of over one billion dollars in TV Media sales.
March 15, 2018
Video: Agencies Need New Tools and Skillsets to Leverage Omnichannel MarketingA new video interview with industry veteran Laura Desmond shows how agencies need data platforms and streams that encompass all kinds of brand, media, and buying data. This can range from weather, to purchasing information, to how people use screens when they are in store, out of store, mobile, location, she adds.
Desmond is CEO of Eagle Vista Partners and was formerly Chief Revenue Officer of Publicis Groupe, the number one media and marketing services agency brand globally for five straight years under her leadership. As she explains, "all those data pieces and streams have to come together and agencies are going to need to use technology and software to better capture intelligence in an instant of time. Because people and human hands just can’t do all of that data crunching themselves."
View the video.
March 12, 2018
Joan FitzGerald to Moderate Discussion at Advanced Advertising ConferenceThe Advanced Advertising Conference announced today that the featured panel discussion "Programmatic TV Reality Check" will be moderated by Joan FitzGerald, the SVP, Advanced TV Global Partnerships for PremiumMedia360. The upcoming conference will occur on March 26 in New York City. In the featured panel "Programmatic TV Reality Check" moderated by FitzGerald, attendees will hear from some of advertising's leading players about the state of TV's programmatic evolution, including the potential role of blockchain in enhancing ad transactions.
The Advanced Advertising attracts innovative thought leaders for a day of seminars and personal connections. The Conference explores the impact of data, automation, addressability, programmatic and measurement in TV advertising. Senior executives from the television industry team up with buyers, sellers, and tech providers to share their expertise, and to offer unique insights about how emerging trends are building one-on-one relationships with viewers and driving TV’s key revenue streams.
View the Advanced Advertising website for more information about the event.
February 27, 2018
Television Industry Executive Joan FitzGerald Joins PremiumMedia360NEW YORK, Feb. 27, 2018 -- PremiumMedia360, the global leader in advertising automation solutions, is pleased to announce the addition of Joan FitzGerald, who joins PremiumMedia360 as Senior Vice President, Advanced TV Global Partnerships. As a former senior executive at TiVo and comScore, FitzGerald has extensive experience working with companies to advance their traditional TV and digital advertising businesses.
"I am looking forward to working with PremiumMedia360 and their clients as automation becomes increasingly important in order for linear television, addressable TV, and OTT to compete in the new media ecosystem," says FitzGerald. "Major advertising agencies and advertising inventory owners rely on PremiumMedia360 to create real-time, 2-way connectivity between media management systems, inventory owner systems, and programmatic platforms," she explains, "and with this connectivity, and new blockchain-enabled technology, we can bring many of the advantages of digital advertising to the linear television media marketplace."
FitzGerald formerly acted as Vice President of Product Management and Business Development at TiVo, and also served as Senior Vice President of Television and Cross Media Solutions at comScore. In an ecosystem that embraces technology to create advanced capabilities for advertisers, her extensive experience in the media industry will bolster PremiumMedia360's activities. She will lead PremiumMedia360's efforts to engage with media leadership and transform their media operations.
"Joan is a valuable addition to the PremiumMedia360 team," adds PremiumMedia360 CEO John Bowser. "As the marketplace seeks solutions that push television into the future with advanced technology and automation, our relationship enables us to work together to transition the television market into this exciting phase of seamless connectivity and greater speed-to-market, so that television operates at the speed of digital."
PremiumMedia360 was founded in 2012 to provide seamless 2-way data connectivity between advertising agencies and their media company partners. The company is dedicated to data security and data management best practices, and today reformats and automates the data flow of over one billion dollars in TV Media sales.
September 9, 2017
The Missing Link to Linear TV Data Automation—The AgencyIn 2015, industry experts predicted that total Programmatic TV (PTV) sales would grow in 2016 to capture 23% to 35% of total USA TV ad sales. By late 2016, these projections proved to be wildly optimistic. In early 2017, total PTV sales for 2016 reportedly came in at less than 1% of the total market sales. Very reliable sources have stated that the total was actually less than 300 million dollars, or less than a half of one percent of the domestic TV market.
Over the last few years, almost every conversation about linear TV data automation focuses on automated buying, audience targeting, and new multiscreen technologies that allow TV advertisers to reach the consumer in a very similar way that they connect to the digital marketplace. Most have touted programmatic buying as “the answer” to moving the process toward station-agency automation.
By 2017, the TV network software providers dived deep into the programmatic marketplace by offering their own automated solutions. If anyone can convince the major TV networks to move forward with automated sales of their inventory and automation of transactional data, it should be the software providers that operate a station’s programming, inventory and trafficking software…but even they have found resistance to this “one-sided change”.
Offering the same solution as digital will not work for linear TV. Many so-called programmatic companies spent large sums of money in the years past and have now learned this. (See the many industry thoughts and projections on this in the links below.) The key to driving successful change are the ad agencies, and getting them on board is the key for this automation to take place. To get their participation, you have to integrate agency workflow into the entire process. Ad agencies need to manage and work with all types of data from the entire marketplace within a single, standardized platform, and not from within numerous individual silos. The silo solutions designed to date all support the top end of this network-to-agency pyramid, but seemingly all have neglected to connect the bottom half of the equation, “The Agency”.
In my humble opinion, I predict automated buying/transactional communication for television will be an industry reality by 2025, but the data connectivity won’t look exactly like digital, as face-to-face negotiations will still rule the day for premium inventory. There are many signs today of this movement toward automation, but there are still a number of large steps that must occur before we get there.
Agencies must connect and communicate with the Networks, SSPs, and DSPs
There are two parts to the equation and both of them must connect before real automation can take place in the TV marketplace. Agencies will drive this change, but to make it happen, Networks, Sell Side Providers (SSPs) and Demand Side Providers (DSPs) need a way to get their data to each agency that allows the agency to utilize all of the new-found multiscreen targeting and transactional tools. Agencies are reluctant, and most refuse to enter network silos to manage their business. Ad campaigns cannot be managed in 100 silos, or even as little as 10 silos. There is no efficient way for the agency to fundamentally manage multiple campaigns going from portal to portal. Agencies that do this today experience many headaches and do not see this as a long-term solution. Agencies en masse are not adapting this silo approach to an extent that would give anyone the confidence to think that this will be the model of success in the years to come.
Agencies—The Missing Link!
As much as you have heard in recent years about programmatic and audience targeting, over the next few years you will need to hear the same regarding sales-to-agency data connectivity automation. This will be the sign that automation is in fact taking place. Connecting 300 to a 1000+ media-partners in itself is a huge task for agencies and networks, add in You Tube, Facebook, Hulu and the many other fragmented multiscreen data providers and the picture really becomes confusing for the agency. Any viable solution to connect the agency has to simplify this task and has to be an “industry solution”.
Over the last 40 years, many agencies have adapted to EDI. However, EDI was developed in the 1970s, before the Internet, and is too limited in its technological capabilities. Therefore, you now find many agencies and networks using different software programs that require personalized data customization and extensive manual data entry. EDI is simply not prepared for the fragmented data types of the future. Asking the industry to adapt to any new standard would be fruitless for it would require most networks and agencies to trash their IT systems and start anew. This won’t happen, so the key is for the industry to achieve total industry automated data connectivity with their current infrastructures.
The influx of all of these new data tools is forcing the agency software suppliers to rethink and update their software. Software suppliers such as Media Ocean, Strata, Core Media Systems, and the agency proprietary systems, must accommodate these new fragmented multiscreen, transactional data, geo-specific, and addressable ad targeting and buying features… but to what standard? The software providers cannot map and reformat the data to work with the entire field of highly customized network, station group and content delivery mechanism databases in the marketplace.
The key to industry data automation will be a system that allows the agency to channel all types of data from any source in a standardized format
The industry is too fragmented for each network, agency, 3rd party or software provider system to individually map each media partner’s data format. Standardization and convergence of network and 3rd party transactional and target data must happen while the data is en-route to the agency and utilize a secure processing system that knows each party’s individual requirements. Transactional data must be reformatted, and reconcile the station data against agency 1st party data for errors and missing data, while also processing any required 3rd party Data Management Platform (DMP) data to ensure seamless pure data entry into agency systems and translate the data in reverse for 2-way data communications.
As CEO of PremiumMedia360, I am in a unique position to speak and hear from key players in every vertical participating in this effort that will eventually make this automated industry vision a reality. PremiumMedia360, working with our media partners, has spent the last 5+ years building the platform to allow seamless data communications between networks, 3rd parties and agencies. We named our system “GIA™” (Guidance Intelligence Assistant). GIA allows all parties to continue to use their current software systems. All data changes required are completed en route to each other to allow seamless data connectivity between the network IT systems or 3rd party and the agency IT systems, and vice versa.
Connecting to GIA is quick and easy and cost is zero for networks, 3rd party suppliers, and agencies. The benefit once connected is that data flows securely, encrypted and re-formatted exactly for the intended media partner as required by their IT system. Data from a station that comes from NYC may be different than the same station data that comes from their offices in Detroit or even different from that station’s data coming from a DSP, or from You Tube, etc. To account for these conditions, GIA has created a framework of connectivity, run by Artificial Intelligence, which is programmed to recognize and reformat various file types within a single station’s data or other 3rd party sellers of that same station content.
The result is a solution for the “bottom half” of the TV marketplace data equation; end-to-end seamless data connectivity that allows all parties to advance the automation of the TV marketplace. This opens the door for each agency, network and 3rd party supplier to proceed at the technological pace they are comfortable with, allowing seamless data partnerships between sellers and their agency partners. Every network or 3rd party supplier on board has instant 2-way data connectivity with every agency on board.
Today, GIA pipes data to some of the nation’s largest ad agencies, who step-by-step are making this seamless automation come true. As technology partners realize the importance to integrate the agency workflow into the buy-sell process, the vision of the automated linear TV marketplace will begin to take hold. This will give all participants the foundation and confidence needed to further investments and strategies towards a connected sell-buy-post buy manage, open source marketplace....one agency and one network at a time.
"It’s no secret that the TV Media industry’s lack of data standardization leads to the agencies receiving incomplete and error prone data," says John Bowser, CEO of PremiumMedia360. He estimates that media buyers and advertising agencies collectively spend millions of dollars each month trying to fix these problems.
PremiumMedia360’s proprietary Artificial Intelligence system mimics the human decision process, first by detecting the problems and errors found in incomplete and non-standardized media data, and then by automatically correcting the specific issues of each data set. This process enables fast, seamless data uploads into an Agency’s legacy software platform.
The PM360 Media Assignment Tool reasons out the possible solutions with logic rules and applies the solution. It then memorizes that solution so that the same problem is no longer an issue in all future data communications. The Media Assignment Tool completes these tasks in seconds to give agencies fast and accurate data and eliminate the current labor-intensive process. The end result is that Network and Agency systems get to know each other, understanding each individual company’s unique data language, and begin communicating in a seamless manner.
PremiumMedia360 will be demonstrating this latest A.I. tool at the upcoming Response Expo show in San Diego, California on April 26th and 27th.
February 23, 2017
SintecMedia Partners with PremiumMedia360 to Automate TV Media Data Connectivity Between Networks and AgenciesNEW YORK, Feb. 23, 2017 /PRNewswire/ -- SintecMedia, the preferred business software provider to over 100 of the world's top TV Media brands, announced today that they have teamed up with PremiumMedia360 to revolutionize the way TV Networks deliver data to advertising agencies. SintecMedia's OnBoard will connect to PremiumMedia360's platform to deliver real time, actionable data from TV networks to advertising agencies, standardized to work directly with agencies' ad management software. Combined, OnBoard and PM360 solve the problem of manually reformatting data to complete orders, track, invoice, pay and report on ad sales.
"One of the big problems in the industry, is that TV advertising sales data comes from every network in different profiles and formats," says Sam Bhaumik, VP of Product Management, US Sales & Traffic Solutions, SintecMedia. "OnBoard helps networks use inventory better and increase ROI by advancing automation in the buying process, which reduces time to complete orders, minimizes errors and improves reporting. This partnership with PremiumMedia360 brings a new level of data standardization and increased automation by connecting to the PM360 Data Hub and through that, directly to agency media management systems."
Agencies currently spend a large amount of time in manual labor to re-format reports of all types for upload into their agency database, the PM360 Data Hub automates the entire process and reduces labor costs significantly.
The PM360 platform is a data transportation and reformatting system. OnBoard lets a network manage demand and regulate inventory based on supply requests from agencies. All data entered into the PM360 system is digitized and inventoried, making the data live, smart, and searchable within agency management systems, while providing a granular data history. OnBoard provides access to price and sales data for the network product catalog - both digital and linear. With OnBoard, networks now have a direct interface that transports all ad sales orders, data and reporting directly to the agencies.
"Airing Logs, Avails, Pricing, Invoicing, Orders, Post Buy data, etc. are now available through the combined systems giving SintecMedia networks and their agency clients seamless, 2-way data communication," says John Bowser, CEO of PremiumMedia360. "Our platform provides immediate benefits to both media companies and agencies, solving many big problems in the marketplace today such as manual data entry errors and delays in communicating TV sales and airing information."
SintecMedia is the preferred broadcast management for linear and digital, and a software partner for over 100 of the world's top media brands. Founded in 2000, SintecMedia processes more than $40 billion in linear and digital advertising revenue for the best-known companies in the industry.
Since our founding in 2012, PremiumMedia360 has been focused on providing seamless 2-way data connectivity between advertising agencies and their media company partners. Reformatting and automating the data flow of over one billion dollars in TV Media sales today, the company is dedicated to data security and data management best practices.