Hasta La Creative!

While early discussions in and around the pre-upfront silly season have been dominated by breathless encomiums to data and all its multivalent wonders, very few networks are prepared to start trading against their advanced metrics. The Viacom Media Networks group looks like one notable exception.

According to media buyers who have kicked the tires on Viacom’s suite of data-fueled advertising products, the MTV Networks brands were already among the most proactive in the TV space. They are now introducing Viacom Vantage, offering clients new levels of targeting and optimization.

Essentially, Vantage allows Viacom to identify the programming assets that are the most effective environments in which to reach a client’s self-defined consumer target. Or, to put it more plainly, Vantage is a bit of like a computer dating service. The client inputs the sort of traits it looks for in a customer, and Vantage’s proprietary algorithm spits out a list of shows where the two are most likely to intersect.

Continue reading at AdAge.com