A movement is under way to implement a new advertising model with the potential to change how the business of television is done.
“A coterie of cable and broadcast TV networks have joined together in the hopes of unveiling an initiative that would employ so-called ‘attribution modeling,’ a technique that gives credit for exposure to specific ads over a pre-determined period of time, as a basis for individual deals between advertisers and TV networks,” Variety reports.
The model, Variety notes, essentially deals with the question: “What if advertisers paid for commercials based on how many people were prompted to make a purchase after they watched a specific ad?”
The initiative has apparently been in development in relative secrecy under the mysterious nickname “Thor,” but Variety notes that a number of TV executives are expected to declare their stand on it later this week. The report cites an unnamed source who’s familiar with the matter.
“This person declined to name specific networks involved, out of concern that doing so might jeopardize the group’s progress or prompt some of the prospective network participants to pull out,” Variety notes. “But the initiative work could add yet another yardstick to an industry struggling to devise new measurements for an audience that has scattered between traditional linear TV, streaming video, DVR playback and many other methods of consumption.”
We encourage readers to click on the link above to Variety to read the full report.