The Weather Channel’s Linear Plans Get datafuelX Help


BURBANK, CALIF. — The Byron Allen-led Allen Media Group (AMG) has selected a specialist in analytics and technology for multi-currency, cross-platform consumer gateways to provide data-driven linear media plans across its networks, starting with The Weather Channel.

Through this partnership, datafuelX’s M3 SaaS platform, which allows the TV ecosystem to plan and forecast against any currency and any audience, will enable AMG to generate “optimized data-driven linear media plans against advertisers’ advanced audience targets.”

This will be done through VideoAmp, the measurement currency AMG selected for the 2023-2024 Upfront season, as previously announced.

Previously, data-driven linear campaigns were measured with panel-only data.

“Marketers are increasingly becoming data-driven and desire better outcomes against the audiences that matter most to them,” said Byron Allen. “Our partnership with datafuelX allows us to deliver precisely that to our brand partners. We are confident that with the combination of M3 and VideoAmp, we will be able to uncover the full value of our audience for our advertisers.”

Jay Amato, CEO for datafuelX, added, “The industry is poised to take advantage of the move from panel-based measurement to nearly Census-based measurement that will drive more audience outcome-based selling. However, to do that well, the sell side needs a solution to forecast, optimize, and steward the deals. Our M3 platform is the only SaaS platform designed to do just that. With this partnership, AMG will be able to realize greater yield and assure buyers of the value their inventory offers.”


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