TV's Gold Rush: Discovery Inks Partnerships With Number Crunchers Clypd, Lake 5
Posted in: UncategorizedIn advance of what promises to be the most data-intensive upfront marketplace in 60 some-odd years, Discovery Communications said Tuesday that it has assembled a comprehensive analytics suite designed to help optimize its ad sales efforts.
The cable networks conglomerate — which along with the flagship channel oversees brands such as Animal Planet, TLC and Investigation Discovery — has entered into agreements with a host of Big Data companies. These include the TV sales platform Clypd and the analytics software firm Lake 5 Media, as well as Nielsen’s Catalina and NBI units and Rentrak’s TV Essentials measurement service.
Discovery ad sales president Joe Abruzzese made the partnership announcements at the company’s Tuesday morning upfront breakfast in New York. “Discovery wants to lead in this new space and help our advertisers reach our super fans, make our marketing more precise and help content creators be smarter about emerging trends,” Mr. Abruzzese said. “These deals will help us do that.”
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