Commercial broadcaster Mediaset Spain has signed a new agreement with Google to unify metrics, data and cross-media segmentation across all devices and environments, including HbbTV, with a view to giving advertisers a more consolidated offer. In a statement, the partners said the deal will allow Mediaset to use a single adserver to manage all digital activity, boosting the use of connected TVs in ad campaigns.
The first product ensuing from the partnership is called DAR (Digital Add Reach), partly developed in collaboration with Mediaset’s recently-acquired company Be a Lion, and is designed to increase the coverage of campaigns by eliminating duplicate impacts and carefully selecting formats via a unique inventory on Mediaset Digital and YouTube.
