$60M in incremental ad revenue.
Content fees down 10%.

Every viewer looked the same to advertisers and negotiators alike.

Brand and content partners paid flat rates with no way to target audience segments, leaving revenue on the table on every campaign. Content negotiations stayed cost-driven because there was no behavioural or engagement data layer to back a value-based conversation.

The raw material for a different approach already existed — vast volumes of viewing and navigation data flowing across the operator’s platforms. But it was fragmented, with no single system able to ingest, harmonise and operationalise it at the velocity the business generated it.

Three constraints were non-negotiable:

• Advertisers could only buy undifferentiated reach, never a targeted segment
• No behavioural or engagement layer existed to price audiences by value
• Viewing and navigation data was fragmented across platforms with no unifying system

An audience graph built from zero, then used as a negotiating lever.

The team built audience measurement and addressable-advertising capability from scratch, aggregating first-party viewing signals from more than 24 million households (including joint ventures) and 14 million-plus connected devices, combined with deterministic third-party attributes into a privacy-compliant, unified audience graph.

Segmentation models were designed for precise targeting across linear and digital broadcast channels — from sports viewers and young families to high-value binge audiences — exposing metrics advertisers actually value: reach, frequency, incremental reach and conversion proxies. AI models turned the raw data into granular, local and macro insights for campaign planning and attribution.

The team partnered with Programming & Strategy to turn that same audience analytics into a negotiation lever, moving content conversations from flat-rate, cost-driven buys to value-based pricing tied to measured audience outcomes. It was built as a product, not a one-off project: AI was embedded across the stack to power dynamic segmentation, yield optimisation and reporting dashboards, with cloud infrastructure and data pipelines supporting low-latency delivery to ad servers and programmatic partners.

From flat-rate reach to measurable audiences.

The initiative converted a previously siloed asset — first-party viewing and engagement data across tens of millions of households and devices — into a strategic product offering that now supports ongoing commercial optimisation and richer advertiser propositions at both local and macro levels. In short, Liberty Global shifted from selling undifferentiated reach to monetising verified audiences and measurable outcomes.