ThinkAnalytics has appointed Sky veteran and data and analytics expert Tony Mooney as SVP, Advertising.
In his new role, Mooney will work with pay-TV and OTT providers to maximise their ad inventory and generate new revenue streams from advertisers running hyper-targeted campaigns.
“Tony’s pioneering work at Sky make him the ideal person to advance our addressable advertising ambitions and help service providers unlock their treasure trove of subscriber data. His understanding of the complex and piecemeal nature of the adtech ecosystem will be invaluable as customers embark on their addressable advertising journey,” said Eddie Young, ThinkAnalytics chairman.
From 2010-2017 Mooney was Managing Director, insight & decision science at Sky, where he developed its world-leading customer data and customer intelligence capabilities. Tony and his 600-strong team supported the entire Sky business, from customer acquisition and retention through to product, content, and targeted and linear advertising.
“I joined the ThinkAnalytics team because I have known the company and its leading technology for many years and I can see the potential to help pay-TV and OTT providers of all sizes join the addressable advertising revolution and generate additional income by maximizing their ad inventory,” said Mooney. “Addressable advertising is about to go prime time as new solutions like ThinkAdvertising replicate the precision of hyper-targeted digital campaigns on TV screens, and offer an attractive alternative for advertisers concerned about the reputational and fraud risk in web campaigns.”
ThinkAdvertising generates consumer profiles at the individual viewer rather than household level. Its machine learning and AI extracts understanding using the behavioural and viewing data captured by the service provider that can be blended with third-party demographic data.
Further Information:
- Join Broadband TV News and ThinkAnalytics on December 9th for our webinar Navigation in the Age of Super Aggregators. Click Here for Details.
