/// Apple’s Music Tech Firm Looks to Push Into TV Ads

January 16, 2013  |  Media Week

Given then the meteoric growth of second-screen TV viewing, coupled with the excitement surrounding Web-connected TV, advertisers are drooling over the possibilities of advanced TV advertising. Of course, so was Google , Microsoft , and pretty much everyone who was ever involved in the now-infamous Canoe endeavor . Still, that’s not stopping some powerful tech companies from trying to make TV ad delivery a lot more like online advertising (in terms of its powerful precision, not lousy pricing). Gracenote , a subsidiary of Sony Corporation of America, believes it can help bring more sophisticated, data-driven ad targeting to TV. The company also promises that it can help advertisers sync their messages to ads and content viewers consume on their mobile and tablets while watching TV. How? Well to date the company has built its business by powering the music recognition/recommendation technology used by Apple’s iTunes . All in all, Gracenote licenses tech to a few thousand companies, including Amazon, Google, Ford and General Motors. “We’re the biggest tech company you’ve never heard of,” said Stephen White, president of Gracenote. However, there’s a slight catch. Gracenote needs to get lots of TV networks on board. Otherwise, there’s nobody out there to sell its addressable TV offerings, and no inventory to optimize.

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Apple’s Music Tech Firm Looks to Push Into TV Ads


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