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Viacom Joins Ad Data Parade as TV Upfront Looms

Viacom became the latest media company to unveil a new product that lets advertisers place their TV commercials with more precision,  a move being adopted across the industry as TV networks attempt to emulate the consumer-targeting capabilities available in digital advertising.

The product, called “Viacom Vantage,” helps advertisers predicts which types of content will perform best for specific client initiatives across MTV, Comedy Central, VH1, Nickelodeon, CMT, Spike, TV Land and Logo.

The company said it had been working on the offering for a year.

Advertisers will be able to place promotions with more information at hand than just “traditional age and gender demographics,” the company said in a statement. Vantage lets sponsors examine projections about consumer attitudes and behavior as well.

NBCUniversal, Turner, CBS and Scripps Networks are among the companies that have in recent weeks unveiled so-called data initiatives.

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