Media services provider Red Bee Media has signed a multi-year agreement with Advocado, a US-based cross-screen advertising data platform that helps brands, ad agencies, and media organisations to better understand consumer behaviour.
The agreement, brought about through Red Bee’s partner Who’s Watching TV (WWTV), aims to provide customers with data and a greater understanding of the content consumers are choosing.
Advocado’s data-as-a-service platform analyses what consumers are watching. The company will ingest Red Bee’s data 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 is 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, at 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.”