Coming To A Theater Near You: Data-Driven Advertising, Starring National CineMedia, Fandango (AdExchanger)

If you’ve been to a movie recently, you’ve likely seen a pre-show advertising program called FirstLook. While you probably don’t think of it as data-driven marketing, that might change given a partnership between Fandango and National CineMedia (NCM), the in-theater advertising network that develops that ad package. NCM will use Fandango’s anonymized mobile and online moviegoer data to improve targeting for brand partners, as well as incorporate Fandango-sponsored original content into FirstLook, which appears on 20,000 screens nationwide…

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