MetaBroadcast has announced a data harmonisation agreement with TAM Ireland.
The three-year contract aims to provide TAM Ireland (Television Audience Management Ireland CLG), the joint industry committee representing broadcasters and advertising agencies in the country, with an ID mapping solution delivering enhanced market data. TAM Ireland’s stakeholders include RTÉ, Virgin Media Television, TG4, Channel 4, Sky Media Ireland, and Paramount, as well as major media buying agencies such as Core, WPP, Dentsu, Havas, and Omnicom Media Group.
MetaBroadcast will work alongside Nielsen’s content data business unit, Gracenote, to provide access to enriched programme metadata, including customer-specific genres and unique content identifiers, said the company. The collaboration will enable better understanding of TV viewing habits at the programme genre level.
Jamie Mackinlay, CEO of MetaBroadcast, commented, “MetaBroadcast is delighted that TAM Ireland has recognised the value of the robust metadata management capabilities of Atlas, our cloud-based active data platform, and best-in-class Gracenote programme metadata. Scalable, time-sensitive data ingest, mapping, and matching are key to reducing data duplication and improving operational efficiency that will help TAM Ireland better serve their stakeholders.”
“Gracenote’s programme metadata and IDs plus MetaBroadcast’s advanced data platform give TAM Ireland unprecedented insight into content viewership at a granular level,” added Tim Cutting, chief revenue officer at Gracenote. “We’re pleased to expand our work with MetaBroadcast which will help TAM Ireland deliver the best possible solutions to Irish broadcasters and marketers.”
