What does it mean?
In the new era of digitally-connected TV, when TVs are online (either because they’re ‘smart’ or because they’re connected to another online device like a games console or a tool like an Amazon Firestick or Google Chromecast) it allows marketers to activate programmatic digital campaigns based on data about what opted-in households are watching. TV retargeting is the process of using that viewership data about what’s being watched on the big TV screen and connecting it to other devices in the household to reach consumers based on whether or not they’ve seen a particular ad or TV show.
How do we do it?
We collect digital data about the content that is viewed on TV via our multiple TV data partnerships for the best scale and representation available via any partner, and then use this to activate campaigns on other devices connected to the same IP address.
What does that mean for you?
There are lots of tactics available with TV retargeting - for example you can extend your reach to users not exposed on linear TV, you can follow up to exposed users with an actionable ad on their second screen device, or you can conquest your competitor’s TV spot with your own message.