Spending on advanced advertising and programmatic TV campaigns has nearly doubled, growing by 92% since the first quarter, according to a new report by TV advertising software company Videology.

Videology, in its third-quarter U.S. Video At-A-Glance report, defines advanced TV campaigns as those that target audience using data that goes beyond traditional age and sex to select appropriate linear TV programs networks and dayparts.

The amount of TV inventory available to be bought and sold programmatically has also shot up, rising more than 500% since the first quarer.

“We’re seeing two big shifts in linear TV advertising: marketers want to use more data to further segment their audiences beyond age/gender and suppliers want to increase yield by packaging data with inventory,” said Scott Ferber, founder and CEO of Videology, in a statement. “As both of these objectives become more common, we’re seeing more and more linear inventory come into the ‘advanced’ TV marketplace. There remains a fine balance between the ability to achieve scalable reach and precision targeting, but both advertisers and media companies are seeing the value in bringing data into the equation.” 

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Videology, an advertising software provider backed by Comcast, has expanded its relationship with Nielsen.

Using audience segment data from Nielsen's eXelate unit, buyers can plan, buy or sell TV and digital video inventory using a common metric across platforms, Videology said. The company recently launched a data-enabled TV product.

"Videology's use of Nielsen's data within its platform is a unique application," said Andrew Feigenson, managing director of digital, Nielsen.  "The addition of eXelate audience segments enables Videology to make even more informed, data-driven recommendations for planning television buys."

With its new Nielsen cross-platform homes data, Videology says it can plan, buy and measure the same audience across TV and digital; tie TV viewership to online and offline behavior, including purchase behavior; and plan and buy TV campaigns based on digital data insights applied to TV audiences.

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The explosion of available data is directly correlated with the content boom and multiplatform viewing, but the quest for better metrics is better proceeding at a measured pace, lest regulators stick their nose into the TV measurement business.

Those were the core themes voiced by the five participants in the vibrant panel session “Data-Driven: How Big Data Is Boosting the Value of TV Advertising” during Tuesday's Advanced Advertising Summit.   

“Content everywhere is changing how consumers consume,” said Aleck Schleider, VP of data and analytics for Videology. “They get things on different devices, in different formats. They are skipping advertising. And this in and of itself is forcing us to have a greater level of understanding. When people are searching for a deeper level of understanding, they are looking for different sources of data.”

In fact, “we are swimming in data,” said Pankaj Shroff, founder and CEO of Psychability, “so from the perspective of a technology provider, the question is, once an ecosystem has access to data, how do you make that data actionable?”

Kim Norris, COO of Viamedia, said one action that has evolved notably due to data is targeting.

“What’s been particularly interesting has been the introduction of vertical data sets,” she said. “You can look at things like voter registration data tied to viewing data to understand the behaviors of people who are falling into different categories politically. The appending of automotive data, pharma data, enables you to target.”

Lance Neuhauser, CEO of 4C Insights, said there is undue attention paid to standardization. Buyers and sellers in the market are inevitably going to reach different conclusions and make different strategic decisions based on the exact same piece of available data.

“They’re going to transact off it,” he said. “That doesn’t mean you have to have standard measurement in order to make that decision.”

Read more at broadcastingcable.com.