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ARF Plans Expansion for DASH
The ARF's DASH TV Universe Study, recently accredited by the MRC, is expanding its delivery schedule and acting 'to broaden its usefulness'. New initiatives include offering its data to partners including the owners of identity graphs, for ad targeting; and a comprehensive segmentation of US TV usage.
 Starting this month, the ARF says it will deliver DASH data to licensees in two, 12-month data sets each year, the first in January and the second in late August or early September. It will also support advertising businesses with robust estimates of reachable audiences across linear and streaming TV; and make data available to partner companies for the development of new advertising capabilities - in addition to existing partner Experian. The foundation has begun work on the comprehensive segmentation of US TV usage, which it says aims to help marketers and media companies 'see through the complexity of the market and classify and profile their consumers more usefully.'
The new services and applications have not yet been MRC accredited, and the ARF stresses that robust measurement to high standards is key to its mission. However Jim Meyer, General Manager of DASH, comments: 'Comprehensive in coverage and rooted in the rigors of media measurement, DASH also provides TV planners, sellers and strategists with the total-market context they cannot get anywhere else. Part of our job now is to make DASH more accessible and useful, with new reporting, tools and capabilities. We are seeing just the beginning of how DASH can benefit the TV industry.'
More detail online at www.thearf.org/dash .
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