US-based behavior change company Cambridge Analytica has launched a TV targeting product, SelecTV, via its brand-focused division, CA Commercial.
SelecTV offers '100 percent target audience density' via addressable TV advertising, and is available in the US and UK, with roll-outs planned for 'additional countries and markets over the coming months'. The data-enabled TV solution comprises two kinds of TV ad targeting, content- and geo-based, either of which can be activated across all types of available unbundled TV ad inventory.
CEO Alexander Nix comments: 'We're really excited to be launching this service at Advertising Week New York, because addressable TV has finally reached a scale that has become very attractive to performance marketers. It's now in more than half of all 119.6 million U.S. TV homes, and it's available in every U.S. market'.
Although it boasts more than 25 years of experience in behavioral change, the company has rarely been out of the headlines since assisting in Donald Trump's 2016 campaign, and its profiling methods are currently the subject of a lawsuit in the UK (www.theguardian.com/technology/2017/oct/01/cambridge-analytica-big-data-facebook-trump-voters ).
Web site: www.camridgeanalytica.org .