A newcomer to the data-driven linear TV measurement space aims to fill a gap left by Microsoft’s Xandr

Data-driven linear measurement in TV buying and selling has a new player as linear and converged TV options continue to overlap and intensify for media buyers.

And as one door closes — sources tell Digiday that Microsoft-owned Xandr has closed its supply-side Clypd platform that delivered data-driven linear tools to its user base — another is opening, as new data science company datafuelX launched its own similar product.

The fact is that linear TV as an option for buyers is not going away any time soon, despite the rise of streaming options. Solutions are needed to improve efficiency and effectiveness for the advertisers who invest in them. And vendors said other companies that have promised the ability to deliver cross-platform optimization and reporting have so far failed to deliver.

“The real need is a multichannel, multi-source, multi-currency view of inventory, but that solution is a huge undertaking,” says media technology consultant and entrepreneur Joy Baer. “True converged TV planning, buy/sell measurement and execution is the holy grail. I should be able to seamlessly target audiences and advertise wherever the eyeballs are.

There is a significant difference between Clypd’s M3 platform and datafuelX’s M3 platform, a software-as-a-service (SaaS) product that aims to solve some of the multi-currency, multi-platform problems with investments in convergent TV today. First, it’s cloud-based and agnostic of whatever viewer data feed it’s processing, according to datafuelX execs.

It is also designed to support the use of standard or advanced targets regardless of the source and can build campaigns across multiple platforms and channels for linear, digital and addressable attribution, she added.

“Part of what we’re responding to is the ability to make better estimates so people can be more specific about where they place spots, to really achieve what data-driven linear was trying to do,” said Howard Shimmel, datafuelX’s head of strategy. “With budgets being slashed, one way to keep your budget effectiveness comparable is to avoid wasting any supply that goes against your goal beyond your goal.”

The new tool is designed to deliver value — or a tool that “can work across all data sources that matter to you, whether you’re a publisher or an advertiser,” praised Spencer Lambert, the director of datafuelX.

Roseann Montenes, head of strategic audience solutions/partnerships and alternative currency measurement for A+E Networks, explained that while her company is not currently monetizing the datafuelX offerings, she and her team are kicking ties.

“A lot of the questions and challenges I go to them with, they seem to either be on their way to figuring out or have something that is a solution,” she said. If it all works out, A+E will get “a fully automated, cross-platform optimizer that will help us launch that fully transparent automated solution that we don’t think is in the market as of today.”

The move from datafuelX seems reasonable to Evelyn Mitchell, digital advertising and media analyst at Insider Intelligence (formerly eMarketer), who noted that the tool is cloud and data agnostic.

“Although ‘interoperability’ has reached buzzword status, it is an extremely important concept that can make the difference between success and utter irrelevance in today’s fragmented video landscape,” Mitchell added.

For example, a car manufacturer like BMW could improve effectiveness by reaching potential car buyers and eliminating the waste of people who are not in the market. Easier said than done.

Meanwhile, Xandr is “getting rid of our TV platforms and focusing on CTV/digital,” according to a source there.

“We liked working with Clypd, but it didn’t have that cross-platform optimization that we could do,” added Montenes, who expects Clypd to still be usable in 2023 despite the approaching sunset.

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