Univision in Performance Data Ad Currency Deal

Spanish language media company Univision and IPG-owned agency Mediahub have announced they will be using third-party performance data as a 'currency' for ad buys.

The pair say the 'first-of-its-kind partnership' will use data and analytics from two suppliers - EDO and DatafuelX - to measure consumer behavior and 'predict engagement performance' for ad campaigns across Univision's linear TV networks. EDO measures spikes in consumer engagement behavior, such as online search for a brand in the moments after a TV ad airs. The company is helping Mediahub, Univision and their advertisers ensure ads are placed in the right contextual environment based on how consumers engage with them. DatafuelX provides predictive analytics with media expertise to link EDO's data to TV viewing, enabling Univision and Mediahub to better understand which programs and dayparts drive the most consumer responses.

Howard Shimmel, Head of Strategy at DatafuelX, says his firm has built predictive models of expected search engagement, which he says reflect a combination of historical EDO and Nielsen data with a forward-looking view of Univision inventory, allowing Univision to build plans that will drive the 'highest search engagement' for Mediahub's clients.

Erin Hourihan, VP Video Investments at Mediahub, comments: 'We're able to leverage the same EDO data to plan, optimize, measure and ultimately, guarantee higher engagement for our clients. In a world of massive media fragmentation and endless consumer choice, leveraging proven next-generation TV metrics and behavioral currencies will be critical to investing in higher quality TV plans and placements'.

Web sites: www.univision.com , www.mediahubww.com , www.edo.com and www.datafuelx.com .