Advanced Television

Red Bee, WWTV advance strategic partnership through Advocado

November 2, 2022

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

Advocado will ingest Red Bee’s data to analyze what consumers are watching 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 consists of a combination of program, 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.

“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 analyze what consumers are watching. We are hugely proud of our partnership approach to ultimately help our customers supply and enrich their content to reach the biggest global audience, and this agreement with Advocado enabled through WWTV is a fantastic example,” said Jason Marchese, Head of Sales, Americas, Red Bee Media.

“We are excited to add Red Bee’s contextual programming and schedule data to our entire data platform, but especially to Guac; our integrated data platform that combines First Party Ad Detection, Competitive Ad Detection, and Consumer Engagement Data in one seamless solution. Through our partnership with Red Bee, we can provide even more context to our customers to help them in their media planning and measurement,” said Mike Burns, Chief Strategy Officer, Advocado.

WWTV is a valued partner of Red Bee that collectively offers a wide range of ratings and Schedule solutions in an easy-to-use format. The company delivers its services over the web and personnel are responsive to client needs. The company’s products continue to evolve based on client feedback and business needs.

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