Advanced Advertising

CBS DNA (Data and Audience) brings relevance to reach by marrying our massive audience with precise data, to drive desired outcomes for our clients and a better ad experience for our viewers. CBS DNA is a new way of partnering with clients using Data to understand our Audience, to Activate campaigns, and to provide Analytics, Attribution and Accountability.

CBS clients can utilize an array of data in both linear and addressable video environments, to achieve:
  • Data driven planning and in-flight optimization
  • Cross platform reach maximization
  • Live linear addressability (test and learn trial opportunity)
Data options include syndicated TV data such as Nielsen, CBS data from 160mm unique users and 100mm registrants, data from the 3rd party ecosystem, or a client’s own first party data. And CBS DNA is backed up by market leading attribution capabilities from top vendors, delivered in partnership with the CBS Research organization, which offers clients a suite of capabilities, including:
  • Brand metric analysis
  • Foot traffic analysis
  • Online conversion analysis
  • Multi-touch attribution analysis
For more information, please contact your Account Executive or the Advanced Advertising team listed below.

David Morris
Executive Vice President
Advanced Advertising and Client Partnerships
(212) 975-0262

Mike Dean
Senior Vice President
Advanced Advertising and Automation
(212) 975-4965