Bloomberg Wants Contextual Targeting To Work In Live Video | AdExchanger

"Bloomberg produces hours of live content a day, between its TV channel and its network of global and business news publications. And it's shifting its contextual targeting focus beyond standard display ads to live video."

"Buyers want cross-platform reach but also granular targeting, accurate measurement and as little exposure to programmatic waste as possible."

"To meet those demands, Bloomberg is rolling out new audience tools, video targeting capabilities and a revamped revenue operations structure that treats planning, ad ops and client services as a single "client success" function."

"To track audience behavior across its properties, Bloomberg uses a proprietary audience and content platform called Bloomberg AiQ, launched in 2017. The solution analyzes content and format preferences to suggest newsletter sponsorships, editorial franchises or video series that align with a given brief."

Bloomberg produces extensive live content across TV and global business news platforms and is moving contextual targeting beyond standard display ads to live video. The global media planning and campaign management team connects advertisers to Bloomberg audiences across nine platforms, including TV, digital video, newsletters, and branded content. As live video campaigns are planned and measured, the team balances cross-platform reach with granular targeting, accurate measurement, and minimizing programmatic waste. Bloomberg is introducing new audience tools and video targeting capabilities, along with a revamped revenue operations structure that unifies planning, ad operations, and client services into a single client success function. It operationalizes campaign briefs across Bloomberg properties and tracks performance through delivery, reporting, and optimization. Bloomberg uses Bloomberg AiQ to analyze content and format preferences and recommend aligned sponsorships and video series.

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