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About 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 in linear and addressable video environments to achieve:

    - Data driven planning and in-flight optimization
    - Cross-platform reach maximization
    - Live linear addressability: Creative Versioning

Data options include syndicated TV data such as Nielsen, CBS data from 160 million unique users and 100 million registrants, data from the 3rd party ecosystem, or a client’s own first party data. And CBS DNA is backed up by, SEQUENCE, our multi-platform attribution service, delivered in partnership top vendors and CBS Research organization. SEQUENCE 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