Through the use of aggregated, anonymized cable and satellite set-top box viewership data, Admira will help advertisers and agencies find the right audiences at the right times across participating AETN programs. Terms of the deal were not disclosed.

Admira will enable advertisers and agencies to segment their advertising buys simply and effectively to better maximize campaign objectives. In addition, AETN’s sales force will use Admira as an accountable planning, reporting and verification tool to construct customized media plans.

Michael Peretz, senior vice president of sales revenue management at AETN, said: “We knew from the start we wanted to collaborate with Microsoft and Admira. Admira’s dynamic solution will allow us to simplify the sale of our inventory and allow advertisers to benefit from the near-real-time set-top box viewership data to find the audiences they’re looking for across our networks and platforms. Models like Admira are the future of selling television.”

Scott Ferris, general manager of the TV/Video business group for advertiser and publisher solutions at Microsoft, said: “The addition of AETN channels to our growing footprint further validates not only Microsoft’s Admira television marketplace, but also the use of anonymous, set-top box data to substantiate the audience value of television inventory on a national scale.

“Programmers recognize that data-driven, audience-centric media buying can help them better monetize their inventory and deliver increased value to advertisers and agencies. Television is an increasingly important part of Microsoft Advertising’s vision to help advertisers and publishers engage with consumers on any screen, anywhere, at any time.”

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