About the Advanced Target Standards Group

The ATSG was set up by clypd and a consortium of US network programmers in August 2016 with the following mission:

To accelerate the use of advanced targets in the buying and selling of TV advertising, to benefit buyers, sellers and viewers.

Key considerations in the creation of the group were as follows:

  • Although the media owners in the group are in competition, there are benefits in collaboration to promote advanced TV in the broader media landscape.
  • Advanced audience data sources in linear TV are typically designed for ad sales, planning or effectiveness measurement rather than campaign activation and stewardship.
  • To enable wider use of advanced audiences, simpler and more standardized processes are required. Enabling advanced targets in the workflow for ad deals in a similar way to the standard gender and age targets is the key to scale.

To date, the group has focused on three broad areas:

  1. Producing guidelines for the use of advanced audiences in linear TV.
  2. Creating a pre-defined set of advanced audiences across the most commonly used data sets (e.g. MRI Fusion, NBI, NCS, ComScore Rentrak/Polk).
  3. Creating standards for Advanced Audience Calculation methods addressing issues such as data latency, visitors, and inconsistent universe estimates.

July 2017 Update

  • The ATSG now has representation from the Agency side with participation from CIMM’s Advanced TV group.
  • The ATSG work was highlighted at the recent ARF Audience Measurement 2017 conference in a presentation titled “Order Out Of Chaos – Advanced Targets for Linear TV”. It’s available below.
  • Also available for download are the following papers:
    • Calculation Principles Document
    • Comparison of Alternative Advanced Target Reporting Methods


Guidelines for Advanced Target Linear TV Deals

On April 4, 2017, the ATSG announced that it had created guidelines for the use of advanced targets in linear TV and a detailed specification of calculation methodologies for managing advanced audience segments, to ensure marketplace consistency for buyers across media owners.

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Calculation Principles Document

This document gives methodological instructions for Universe, Impressions and Ratings Calculations for Advanced Target Deals. This is a fairly detailed document designed to ensure that audience calculations are consistent and transparent.

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ARF – Audience Measurement 2017 Presentation

The ATSG work was highlighted at the recent ARF AMS Conference in a presentation titled “Order Out Of Chaos – Advanced Targets for Linear TV”.

Download now


Comparison of Alternative Advanced Target Reporting Methods

The group recently created a paper that examines alternative approaches to the issue of latency in audience estimates for advanced targets.

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Pre-defined Advanced Targets

The Group has defined a set of 110 targets based on syndicated Nielsen databases (Nielsen/GfKMRI Fusion, Nielsen Buyer Insights and Nielsen Catalina Solutions (NCS). These targets are category-specific rather than brand-specific and are designed to provide some standardization around some much-used but loosely defined concepts such as “movie-goers” and “auto-intenders”. These targets are not prescriptive in any way: the ATSG recognizes that there are other advanced audience definitions that may be more relevant for an advertiser but these are intended to provide a useful start point for discussion and a benchmark for plans based on other audience definitions from other sources.

Note: The group is also in discussion with ComScore and hopes to define a similar set of targets based on ComScore’s panel.

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Contact Us

Are you interested in finding out more about the ATSG? Would you like to get in touch with the ATSG? Send us a message and we’ll get back to you.

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