June 10, 2008
STB Data System Proving Ad Efficient
Make no mistake, set-top-box (STB) data will prove to be a godsend for the future of media buying decisions in television that will ultimately make it easier for brands to buy, use and measure advanced advertising product, such as addressable and interactive ads. Google has access to STB data from EchoStar, and DirecTV is working with TNS. STBs provide the necessary "click-through" data stream for broadcast and cable TV that online media has enjoyed entirely on its own up until now. The resulting analytics are expected to be a potential goldmine for content distributors.