GroupM Launches TV Targeting Firm Finecast

In the UK, WPP's media investment arm GroupM has launched an addressable TV targeting company called Finecast, helping advertisers deliver relevant ads to viewers across multiple on demand, linear and live streaming TV environments.

The new business will help advertisers address hard-to-reach TV viewers through a single access point, with standardised measurement. With access to more than 180 different targeting segments, from socio-economic to life stage, purchase and financial data, Finecast promises to identify and reach precise audience profiles. Its service is integrated with industry data platforms such as Acxiom, Experian, MasterCard and Kantar to drive audience discovery and targeting, and it is also combined with GroupM's data, analytics and digital services suite [m]PLATFORM, whose audience segments will be used to activate campaign targeting at the household level.

Jakob Nielsen (pictured), previously MD at GroupM Digital in the UK, is named Chief Executive of Finecast, with a leadership team that includes Chief Product Officer, Rich Astley. Commenting on the launch, Nielsen said: 'The time is right for traditional TV and over-the-top providers to scale their new classes of addressable inventory to the benefit of our advertisers and to meet demand for targeted TV advertising. Finecast's offer of scaled cross-platform addressable TV solutions is a win-win for TV providers, their advertisers, and consumers who can enjoy highly relevant commercial messages in their big screen viewing'.

Web sites: www.groupm.com and www.finecast.com .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.