Red Bee Media, a leading global media services provider, has signed a multi-year agreement with Advocado, cross-screen advertising data platform that helps brands, ad agencies and media organisations to understand consumer behaviour better.
The agreement, brought about through Red Bee’s partner, Who’s Watching TV (WWTV), will provide customers with data and a greater understanding of the content consumers are choosing through Advocado’s data-as-a-service (DaaS) platform, which can efficiently and economically analyse what consumers are watching.
Advocado will ingest Red Bee’s data to analyse what consumers are watching and match it with the Red Bee linear schedule and metadata to collect viewership habits for advertisers and content owners. The data provided by Red Bee consists of a combination of programme, station, and airing-related metadata across broadcast and cable channels.
In addition, the agreement provides Advocado with direct access to Red Bee’s textual schedule data from thousands of stations.
Jason Marchese, Head of Sales, Americas, for Red Bee Media, said, “With so many platforms offering massive choice, accurate and appealing content metadata engages viewers for a more personalised consumption experience. We are delighted to work with Advocado to help customers analyse what consumers are watching.
“We are hugely proud of our partnership approach to ultimately help our customers supply and enrich their content to reach the biggest global audience, and this agreement with Advocado enabled through WWTV is a fantastic example.”
Mike Burns, Chief Strategy Officer for Advocado, added: “We are excited to add Red Bee's contextual programming and schedule data to our entire data platform, but especially to GUAC, our integrated data platform that combines First Party Ad Detection, Competitive Ad Detection, and Consumer Engagement Data in one seamless solution.
“Through our partnership with Red Bee, we can provide even more context to our customers to help them in their media planning and measurement.”