4C Insights (4C), a data science and marketing technology company, announced the inaugural 4C Advanced TV Week, a series of events, content, and education designed to help advertisers understand how to leverage audience-based planning and buying technology for the Upfronts season.

4C Advanced TV Week initiatives include 4C partners Inscape, Mediaocean, and NBCUniversal. Key efforts taking place during the week are:

• AdvancedTVNews.com: A new website and resource that curates the best information about Advanced TV and related topics such as audience buying, OTT, cross-screen video, addressable TV, and more.
• Use the Data: A 4C Advanced TV Whitepaper: A new report that explores the state of Advanced TV based on 4C’s work with some of the largest networks and advertisers in the industry, as well as interviews with more than a dozen experts including thought leaders from ABC, Blinc, Dentsu Aegis Network, Essence, Horizon Media, Hulu, Inscape, Mediaocean, Mediavest, NBCUniversal, Roku, Tremor Video, and Turner.
• Advanced TV Webinar: A live webinar on March 29 featuring guest speakers Jim Nail, Principal Analyst, Forrester Research and Samantha Rose, VP, Director, Video Investment, Horizon Media, who will discuss new approaches to linear television advertising and how innovation in data, targeting, and measurement is making TV more efficient and effective.

The week also features a speaking engagement by 4C CEO Lance Neuhauser at The Advanced Advertising Summit to discuss data-enabled TV ad buying and selling. Additional activity during 4C Advanced TV Week includes the “Audience Upfronts” – a series of educational events for agency partners – as well as sponsorship of a new series of video interviews by Beet.tv.

“Data from Forrester Research¹ shows that more than half of marketers are likely to be using Advanced TV in their plans this year so we think it’s clear that 2018 is the tipping point for a new era of television advertising,” said Aaron Goldman, CMO at 4C. “4C is propelling this innovation not only with an industry-leading platform for integrated TV, social, and premium video, but also by delivering education that ushers advertisers through change to fully realize the promise of true audience-based buying.”

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