Bloomberg Media launches targeted TV advertising system

Bloomberg Media is rolling out a TV advertising proposition called Trigr TV, a system it claims will bring targeting capabilities more commonly associated with online ad targeting to the TV screens of business media outlets, reports Ronan Shields of Adweek.

Shields reports, “Trigr is a targeting technology the business media outlet already offers on its digital properties, with such capabilities now available on linear television through a patent-pending technology called Bloomberg Interlink that can bridge connecting a traditional linear system to a digital ad server. Bloomberg Interlink acts as a mechanism that lets broadcast systems ‘talk’ to a digital ad server, which then effectively translates the messaging between two disparate systems.

“TD Ameritrade is the first named partner to participate in the rollout of the technology, which is enabling the financial services company to place TV ads in real-time in a similar fashion to how such decisions are made online, i.e. based on predetermined triggers using the software.

“For example, if a user is watching Bloomberg TV programming and the market becomes volatile to a certain percentage point, then Trigr TV’s targeting capabilities will activate corresponding client messaging on screen (see image below) based on the parameters agreed with a client.”

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