“If you think about advertiser demands, they increasingly are becoming focused on addressable,” Zagorski says in this interview with Beet.TV at the recent LUMA Partners Digital Media East event. At the same time, advertisers want to know “how do I reduce the friction between me and the seller?”
As a video management platform, Telaria works with virtual MVPD’s, broadcasters and app-based companies in CTV and OTT. “I think where we see a ton of growth is the app-based world. That‘s where consumers are just starting to experiment,” says Zagorski, who joined the company two years ago.
He believes that virtual MVPD’s “are going to get so much of a share,” about 10% of audience versus cable, “and the broadcasters are going to have to catch up on what they’re doing in the online space.
“So the guys in the middle, which are the app-based companies that came digital first, provide a really interesting opportunity for advertisers” because they’re relatively untapped.
Overall, CTV and OTT have “rapidly gone from the discussion being what is it to how do I get it to how do I make it better,” Zagorski explains. “And I think we’re on the verge of that how do I make it better discussion. Which is how do I make it more addressable. How do I make reduce the friction, how do I create more transparency in the buying process.”
Those are three areas “that we’re going to be pushing conversations in” at the upcoming 2019 Cannes Lions confab. “How we make it more relevant across the board for advertisers and consumers and make a better experience for them.”
This video is part of Beet.TV’s coverage of LUMA Partners’ DIGITAL MEDIA EAST 2019. For more videos from the conference, please visit this page. This series is sponsored by 4INFO.
]]>“So we see the advertisers as actually driving the marketplace forward on bringing business outcome type of thinking to the television world,” Muller adds in this interview with Beet.TV at the recent LUMA Partners Digital Media East conference.
It’s symptomatic of a shift from digital media to TV regarding accountability, according to Muller. “But television is difficult. It’s extremely hard to measure television” given its various iterations—linear, time-shifted, on-demand and syndicated. “It’s very, very, very complex.”
iSpot.tv has spent the last seven years “reinventing measurement for TV,” starting with the ability to do it in real time and at scale and then adding the capability to connect ad exposures to business outcomes. In other words, “using how television is bought without sort of reinventing how television is bought. Because that’s hard to change.”
The company’s proprietary ad catalog automatically tracks every TV ad on more than 120 networks and layers on meta data, according to Muller. “We then track airing schedules for every single TV ad so we know when every program and every ad airs.”
Four years ago, iSpot.tv added smart-TV data to the mix “so we’re actually the first company to commercialize smart TV data in a major way.” When all of the data are combined with U.S. Census demographics and geography data, the result is “a fully processed and cleansed and accurate TV side.”
Almost all (85%) of the company’s revenue is brand-direct, with the remainder coming from TV networks.
“We have 200 large advertiser clients that use the platform “to really bring their TV strategy in house, have transparency and then use us for everything from competitive measurement to attention to attribution and lift measurement,” Muller says.
“What I will say though is that advertisers are much further ahead in the marketplace in attribution than the media companies and even the ad agencies.”
This video is part of Beet.TV’s coverage of LUMA Partners’ DIGITAL MEDIA EAST 2019. For more videos from the conference, please visit this page. This series is sponsored by 4INFO.
]]>That is according to one technology supplier who doesn’t, as some might, see local as back water – he sees it as an opportunity.
“One of the parts of the industry that hasn’t really been deeply touched by attribution … has been local,” says Ashish Chordia, Alphonso CEO, in this video interview with Beet.TV. “Local TV is a $20 billion industry … and it’s continuing to grow.
“The piece that was always hard to do for local providers was to be able to say, ‘I ran the ad for the local car dealership, or the local dentist, and I produced results’.”
So Alphonso, which already helped customers understand what content or ads consumers were watching by using automated content recognition (ACR) software in viewing devices, spent a year to build some new technology.
Chordia calls it “video AI” that tackles a “hard technology problem” – namely, how you can identify what people are watching when the fingerprints for that content are patchy.
A year after Alphonso began, local TV channel operator TEGNA recently disclosed that it had chosen Alphonso’s data and analytics to show the effectiveness of linear TV and OTT. That followed months of pilot testing that have produced encouraging results.
Chordia tells Beet.TV that Alphonso will announce more such partnerships.
“Fifteen million smart TV homes report data to us,” he says. “TV to digital retargeting is a concept we invented.”
A recent Alphonso integration with PlaceIQ grew its ability to correlate TV ad viewing with consumers’ subsequent visitation to a marketers’ retail location.
]]>One of Prohaska Consulting’s top services this year is helping buyers, sellers and technology providers “take more ownership and control and command of their own first-party data, and then bridge appropriately into second-party across every channel imaginable or at least possible today,” the CEO and Principal says.
These actions are partly defensive and partly offensive, Prohaska explains in this interview with Beet.TV at the recent LUMA Partners Digital Media East event in Manhattan.
Defensively, it’s the “one-two punch of Google and Apple’s news over the last few weeks” and for offensive reasons “you might want to figure out this deterministic footprint because Google, Facebook and Amazon have been crushing you here in the states and BAT has been crushing everybody else in China and elsewhere.”
His reference to BAT (Baidu, Alibaba and Tencent) relates to “obviously the largest deterministic footprints in the world.”
As for traditional publishers being skeptical about the “speed bump” of having people log in so their data can be efficiently harvested, “Facebook’s kind of gotten over that over the last ten years and Google and Twitter and others have as well,” says Prohaska.
“For firms that can own their own identity, be able to collect their assets and then engage appropriately through proper regulation and opt in environment and recognized respecting the consumer first, where they can monetize either coupling or decoupling their identity data with their own inventory, those are the folks who are going to win for years to come.”
He recalls saying six months ago that “the world is going to move fully deterministic, fully opt-in across all media channels” by the end of 2025. “And we’re on track now.”
Before then, there will be “this major blowback, appropriately, with regulation and consumer fear understandable.”
But when consumers have full transparency over what’s happening to their data “and really what’s not happening to their data” there will be a tradeoff “around free content and services in exchange for a little personalization so we don’t serve punch the monkey ads for the next ten years.”
This video is part of Beet.TV’s coverage of LUMA Partners’ DIGITAL MEDIA EAST 2019. For more videos from the conference, please visit this page. This series is sponsored by 4INFO.
]]>Which is why Foursquare CEO says he takes consumer privacy deadly seriously.
“We’ve turned down millions of dollars of requests from customers who ask for something that violates our ethics guidelines,” says Glueck in this video interview with Beet.TV recorded at LUMA Partners’ Digital Media East conference.
The mobile location service recently celebrated its tenth anniversary. But today’s Foursquare is very different from the one which Dennis Crowley launched in to the world in 2009.
Whilst the old idea of consumers checking in and becoming the mayor of certain locations lives on in the company’s dedicated Swarm app, Foursquare these days sees itself as a provider of location-aware infrastructure to other businesses.
“If you were to type ‘Convene’, where we’re having this conference, into Uber, that’s Foursquare at work,” Glueck says. “If you were to tag a tweet from Convene on the 17th floor of this building on 3rd Avenue, you would be using Foursquare technology.”
And one key use of that data is marketing. Foursquare is making its services available to advertisers in three main ways:
All of that power puts Foursquare in an interesting position – its whole existence is predicated on tracking the physical whereabouts of consumers in a society becoming increasingly concerned about tracking.
But Glueck says Foursquare has multiple measures in place to balance that marketing power with privacy.
He says Foursquare has adopted Europe’s GDPR in all its international operations, and believes the US should introduce similar legislation.
“We have an Ethics Committee that reviews all kinds of privacy safeguards that we’ve built in,” he says.
“There’s no PII (personally identifiable information) involved in those kind of aggregate analytics and everyone is entirely first-party and opt-in in our service. (We) entirely anonymize it and aggregate it.
“Location is so sensitive that users need to be in control. About half (of them) opt-in and about half don’t when you do the consent notifications properly.”
This video is part of Beet.TV’s coverage of LUMA Partners’ DIGITAL MEDIA EAST 2019. For more videos from the conference, please visit this page. This series is sponsored by 4INFO.
]]>The CEO of the advanced-TV platform cites pay-TV operators like Comcast, AT&T/Xandr and Charter making considerable technology investments “to support this national addressable solution, to bring that kind of accountability to television.”
On the demand side, “the agencies and advertisers are starting to rethink their strategies for television. It’s true that TV as a medium is working very well. I think it’s also true that social and digital, which was a big push for the last five years, works but also lacks some of the scale that television brings,” Troiano says in this interview with Beet.TV at the LUMA Partners Digital Media East conference.
Combining the two trends brought both sides together to “start thinking about how to build addressable business models. We’ve seen that grow pretty significantly,” to about $2 billion in addressable spending. “From a Cadent perspective, we see addressable growing really thirty to fifth percent year over year.”
He describes Cadent, whose heritage is in national TV solutions, as figuring out “How do you bring a fragmented marketplace in the traditional television sense to brands and advertisers in a way that complements their current TV strategies.”
Among the major pay-TV operators offering addressable, “each one has their own solution set, technology infrastructure and capabilities. So Cadent’s role in this marketplace today is to aggregate the addressable inventory across all those pay TV providers and make it simple for an advertising agency to execute a national campaign.
“So that’s simplified TV formats, simplified reporting, simplified planning. And it’s those kind of simplifications that have made traditional TV work that is fundamental to help drive the demand, move from traditional television dollars to addressable,” Troiano says.
This video is part of Beet.TV’s coverage of LUMA Partners’ DIGITAL MEDIA EAST 2019. For more videos from the conference, please visit this page. This series is sponsored by 4INFO.
]]>So a little more than two years ago, Tru Optik launched OptOut.TV to make it possible for consumers to opt out of data capture and control how data about them is tracked across devices. “It’s a mandatory part of every contract and partnership deal we’ve done over the last two years,” Swanston says.
Later this year, Tru Optik plans to divulge details about consumer participation in OptOut.TV, in addition to doing “a lot more consumer-facing advertising for that, as well along with some of our partners.”
In the meantime, Swanston says that “a significant percentage” of those who avail themselves of OptOut.TV or other data-control opportunities associated with Tru Optik, “many people aren’t actually opting out at all. They’re going in and adjusting their data. They’re giving more information” because they don’t want see things that are inappropriate or irrelevant.
Swanston’s take is that people just want their data to be used with transparency in a privacy compliant manner, along with the ability to opt out in a way “that actually enhances their experience.”
Asked about the business of tracking consumer identities for advertising purposes, he points to three permutations, the first two being device graphs yielding probalistic models, and work done by such data onboarders as TransUnion, Experian and Equifax. Then there is Tru Optik, which goes beyond a sole focus on individuals as it relates to TV because anyone in a household can be watching it at a given time.
He says advertisers want to know if they’re reaching the right type of household based on such factors as age and gender and the propensity of someone in the household being in the market for a product or service.
“Who cares on television about frequency capping just to your Roku or just to your Samsung TV?” Swanston says. “I want to frequency cap in the household. And so I think when we talk about identity, it’s really important not to just talk about individual identity but also understanding the makeup of the household, which is where Tru Optik uniquely sits in the market right now.”
As the discussion turns to workplace diversity, Swanston says Tru Optik is ahead of that particular societal curve because it’s in the company’s DNA.
“We would never have or need a Chief Diversity Officer. We don’t have one VP or SVP in the company that’s not a female. Almost forty percent of our engineering team are minorities. Half of our employees are first-generation Americans or immigrants.”
This video is part of Beet.TV’s coverage of LUMA Partners’ DIGITAL MEDIA EAST 2019. For more videos from the conference, please visit this page. This series is sponsored by 4INFO.
]]>And all that comes on the heels of the prior two years of ad-tech outcry, when advertisers lamented the opaque and often fraudulent digital ad supply chain, and when the European Commission introduced legislation to govern use of citizens’ data.
Now legislators around the world are sharpening in their pens, and the possible reconfigurations of the tech industry are various – “break ’em up”, tax ’em harder, and a host more besides.
In this video interview with Beet.TV, Rob Norman, GroupM senior adviser, suggests regulators have a tightrope to walk.
“There’s not that many people that can point to harm to themselves as a result of the use of digital data in the industry,” he says.
“It’s now a run rate of something approaching $20 billion of fines (levied) in the tech industry.”
What about anti-trust? The calls are growing that say certain tech companies are now too big, that they are monopolies.
But Norman thinks that argument may have unintended consequences.
“It’s very difficult to regulate businesses that got where they are because consumers chose them,” he says. “If the consumer feels like you’re taking something away from them, that never makes for good policy.
“The most likely thing that’s going to happen is that government is going to … pursue what I think of as a laws of our land policy … companies are going to be forced to geofence parts of their business.”
This video is part of Beet.TV’s coverage of LUMA Partners’ DIGITAL MEDIA EAST 2019. For more videos from the conference, please visit this page. This series is sponsored by 4INFO.
]]>4INFO has long made custom identity graphs for Premion to identify certain audiences, Wilson explains in this interview with Beet.TV at the recent LUMA Digital Media East conference. “In many cases, it’s as simple as an auto intender. Or in other cases, it’s piecing together different audiences to create a psychographic.”
Having built its CTV business over the last couple of years, “we have a connected-TV device graph that we built with MadHive,” a company in which Premion is an investor in addition to having a stake in 4INFO.
“Both of these identity graphs allow us to not only reach audiences but to do it with a high level of accuracy.”
Asked about local versus national audience targeting, Wilson cites a case study about a national automotive advertiser that wanted to work with Premion because of its scale in connected TV and OTT plus its 125-network reach.
“They wanted to reach a national audience with one piece of creative, which we don’t do, our partners do that. We met with them and frankly convinced them that although they should think nationally, they should act locally,” Wilson says.
“What we did instead was we built out market-by-market programs with them that allowed them to look at the ROI by markets, look at attribution and traffic that was driven by market. I think we’re going to see more of that. I think we’re going to see more national brands looking at how they can execute locally.”
This video is part of Beet.TV’s coverage of LUMA Partners’ DIGITAL MEDIA EAST 2019. For more videos from the conference, please visit this page. This series is sponsored by 4INFO.
]]>He sees tremendous opportunity in the power of television advertising to target local audiences. “We’re looking to aggressively tackle the opportunity that we see in the local market to bring to bear more audience-driven selling for our advertisers,” says Greenwald.
Then he refers to a white paper titled The New TV issued in March by Comcast Spotlight that examined the range of TV options—from linear to OTT and several other advanced iterations. For example, primetime viewing.
“Today there’s a point of view that so much viewing is captured just in primetime. But really that’s only about a third of viewing and you can still capture a large portion of the audience where two thirds of viewing is happening outside of primetime,” says Greenwald.
He points out that about 87% of total TV viewing happens live and that Comcast can “help you find them on a linear schedule” so that “you can reach as much of them as possible in a premium, brand-safe environment.”
Comcast Spotlight has a “huge local business” wherein advertisers can target audiences in specific zones. In a DMA like Philadelphia, “we can carve that up into a number of smaller zones and let an advertiser that might be a smaller business that only operates in a portion of the Philadelphia market just reach the potential customer base that they have in that zone.”
Also at the LUMA Digital Media Summit, the head of NCC Media, Nicolle Pangis, talks about “chapter two” at NCC, which is the national cable sales group owned by Comcast, Charter and Cox Communications. Referring to NCC, Greenwald says, “We see a real opportunity in conjunction with our partners to bring a lot of new offerings to market that we think are going to be very valuable to advertisers.”
Asked about Comcast’s FreeWheel, he cites publisher-side projects coming to market for Comcast’s programming and MVPD partners. In particular, he mentions pilot tests with NBC focusing on unification, bringing digital and linear together in a single execution. “These pilots enable us to remove the linear schedules from their traffic system and optimize within FreeWheel’s ad server/decisioning system before flowing back into the linear traffic system for execution.
“We’ve seen that yield meaningful results for NBC and we believe that’s a real proof point in the market for us as we work to unify audiences across all screens,” Greenwald adds. “And that is a real core competency for FreeWheel and something we’re laser focused on.
“We believe it brings a lot of value to the marketplace for our immediate customers but also for marketers. It enables them to buy an audience across all screens with one single order as opposed to a siloed execution.”
This video is part of Beet.TV’s coverage of LUMA Partners’ DIGITAL MEDIA EAST 2019. For more videos from the conference, please visit this page. This series is sponsored by 4INFO.
]]>Fast-forward to 2019, and VanderHei says a subscription scheme is still being tested, and could be coming soon.
“We’re beta testing a high end subscription product that we hope to roll out either late this year or early next year,” says VandeHei in this video interview with Beet.TV.
For Axios, a subscription scheme would help diversify the revenue stream, which is led by advertising, supported by sponsored events.
“It’s all right now from advertising and we call it ‘short form native’ – basically, all of our ads fit on one screen,” VandeHei adds. “We work with corporations to tell people really efficiently ‘what do they do that’s important?’ and ‘what do they do that’s big for the economy, big for technology?'”
Axios’ secret sauce is in publishing brief summary articles, laden with bullet points, bold keywords and succinct writing – hallmarks of writing for the web for two decades, but which many writers still don’t adhere to.
But Axios is about more than presentation. Many of its staff now have access and topic mastery which makes them a compelling read.
But VanderHei worries that, in the age of “fake news” and partisanship, every news story may be contestable.
“At the end of the day, we have to figure out a way to get people to understand that sometimes a fact’s a fact, a situation’s a situation,” he says. “If we can’t even look at things that are really not debatable and not debate those, then it’s problematic I think for capitalism, problematic for democracy and certainly problematic for media.”
This video is part of Beet.TV’s coverage of LUMA Partners’ DIGITAL MEDIA EAST 2019. For more videos from the conference, please visit this page. This series is sponsored by 4INFO.
]]>“We’ve provided the opportunity for people to toe dip into connected TV. So we see that as really a big part of our future,” George says in this interview with Beet.TV at the LUMA Partners Digital Media East conference.
Referred to in some circles as “the trade desk for walled gardens,” Pixability’s foundation is in helping advertisers target audiences within YouTube and Facebook. “We are the only technology platform that has access to what is really the largest video inventory, and we get to leverage the unique capabilities for targeting and so forth on YouTube and Facebook,” George says.
In recent years Pixability has extended its footprint to Instagram, Twitter, Snapchat and Spotify. “Were uniquely positioned at the moment in really what’s a super exciting space.”
During most of his tenure at Facebook, George led the Mobile Publisher Solutions team, which drove rapid growth for Facebook’s Audience Network, according to a Pixability news release. His video software experience includes stints at Celtra, KickApps and Maven Networks, which was acquired by Yahoo.
“Think of us as a tech player that sits on top of the Google stack as well as Facebook.”
Asked about consumer data, George says, “We can leverage first-party data from clients, but it’s less of a challenge because we live within the walled gardens. All the data is available to us.”
As part of the YouTube Measurement Program, Pixability gets access to “a bunch of data that brands will use for insights about the audiences, and it obviously helps us with helping them find their audiences on these platforms.”
One of the company’s main focuses right now is around planning capabilities for targeting down to “micro audiences. That doesn’t exist in the market outside of Pixability.”
“They’ve been our trusted partner for many years and we’re one of their largest partners there,” he says of YouTube. “But now also having a cross-platform story that now will extend into connected TV.”
This video is part of Beet.TV’s coverage of LUMA Partners’ DIGITAL MEDIA EAST 2019. For more videos from the conference, please visit this page. This series is sponsored by 4INFO.
]]>“We had always been in local and we’ve seen the definition of local start at the DMA level, go to city level, go to ZIP level,” says Prioleau. “And then we rolled out addressable, which is really household-level targeting.”
Furthering its position in the OTT/CTV market, Simpli.fi recently announced a partnership with FreeWheel Advertisers to execute their OTT/CTV buys, making it easy for Strata users to buy OTT/CTV programmatically, similar to the way they buy digital media, according to a news release.
OTT/CTV advertisers, including those who work with Simpli.fi through the FreeWheel Advertisers division, can upload to Simpli.fi a list of up to one million street addresses “and then just target those particular households with ads, and also do attribution against those households to see what sort of foot traffic those ads drove to local retailers.”
Just as cable companies have been targeting different households with different ads, “We wanted to bring that same capability to programmatic over-the-top advertising” to leverage “a huge trove” of offline data associated with physical household addresses.
In this manner, for example, a Mercedes dealer can target households within a 15-mile radius that have a minimum household income of $150,000. “And so they can pick out the houses within the neighborhood they want to target, whether they’re a high tendency to be a luxury goods purchaser or auto intender or have a car coming off of lease.”
Many of Simpli.fi’s buyers are multi-location brands in categories like quick-serve restaurants, financial services and real estate that have hundreds or thousands of offices. “What they want to do is both unique targeting around each one of their offices, and they also want to have unique messaging around each one of their offices where they might want to show the contact information or the address for the local store.”
Expanding beyond OTT/CTV, Simpli.fi leverages unstructured data to offer buyers a clearer look at the data driving their campaigns to better inform their choices and empower their mobile, video, display and native campaigns at the localized level.
This video is part of Beet.TV’s coverage of LUMA Partners’ DIGITAL MEDIA EAST 2019. For more videos from the conference, please visit this page. This series is sponsored by 4INFO.
]]>Tobaccowala, who is CGO of Publicis Groupe, describes the first connected era as “built around the Web, and it was basically you link to information, you link to transactions. Google did the best on information and Amazon on transactions.” There followed the second era, circa 2007, when “we were connected all the time and to everybody” while social networks and mobile phones took off, lifting the Apples and Facebooks.
“Another company eventually recovered and became very powerful, which is Microsoft and had actually left the ad-tech space with the exception of Bing,” he adds.
“And now we’re entering a third connected age, which is machine learning. Which is data connecting to data, Internet of things, VR” as well as “much faster connections because of 5G.”
Along the way, online advertising exceeded $100 billion, fueling digital giants who are privy to lots of consumer data.
“It’s funding good things, like it enables the technologies of Google and Facebook. On the other hand, it also funds the troubles that YouTube and Facebook bring to the world,” says Tobaccowala. “People are beginning to realize that these things are not necessarily ad-tech, they’re society tech. What started off as advertising technology is actually becoming technology that effects and impacts society.”
As a result, data privacy is a hot topic. Tobaccowala believes the ad-tech industry “was not regulated that well, with regard to data, to one that right now is being overly regulated. And people are trying to figure out what the rules are.”
To boil things down, he lists for marketers and the technology industry three “tenets” that should become reality: “Do you actually have to collect the data, and when you do the person who you’re collecting, they need to know why you’re collecting it. They should have the opportunity to basically correct it. They should be able to share in the monetization of it.”
Asked about identity graphs, he says everybody’s building one and there will be many of them going forward. “And right now the most powerful identity graphs are closed identity graphs.” Amazon has verified names and credit card numbers while Google “has multiple touches on you. And in the case of Facebook, they know who your friends are, your name and a whole bunch of other things.”
Tobaccowala’s book, which will be published January 28, 2020 is titled Restoring the Soul of Business: Staying Human in an Age of Data.
This video is part of Beet.TV’s coverage of LUMA Partners’ DIGITAL MEDIA EAST 2019. For more videos from the conference, please visit this page. This series is sponsored by 4INFO.
]]>While Spiegel isn’t ready to declare the death of cookies for tracking consumers, he says in this interview with Beet.TV at this week’s LUMA Partners Digital Media East conference that they’re increasingly less relevant.
“One of the things we’re spending a lot of time on is where is new consumption happening and what’s the identity signals in that new world,” says Spiegel, who joined TransUnion last August from MediaLink. “And a lot of that has to do with certainly not only devices but IP-based content.”
TruSignal uses its custom audience-building platform to deliver predictive scoring powered by artificial intelligence, making data available and actionable in almost real time for one-to-one addressable marketing. The combination of its technologies and information will allow TransUnion’s inherent accuracy to operate at scale, according to a news release.
Spiegel sees TransUnion, the consumer credit reporting agency whose data holdings include 200 million files profiling nearly every credit-active consumer in the United States, as an enabler capable of straddling both privacy and technology.
“We are fortunate to be able to actually leverage and utilize PII in a safe, secure manner,” he says, because TransUnion is used to government regulations “and leaning into the new privacy regulations that will come. A lot of the players in the ecosystem are uncomfortable leveraging PII. They don’t have the infrastructure to do that.”
As opposed to distributing information, TransUnion helps to be a “validation source to turn a lot of unknown information into known information. Get beyond devices, get beyond a thin slice of information about consumers into a full picture.”
While the company has invested in Tru Optik and is helping it “continue to power their solutions,” TransUnion sees its data science and technology capabilities as helping marketers understand “what to show to consumers and what next best action to highlight, what offer to show, what’s the contextual as well as personal experience, how do you make that more relevant.”
This video is part of Beet.TV’s coverage of LUMA Partners’ DIGITAL MEDIA EAST 2019. For more videos from the conference, please visit this page. This series is sponsored by 4INFO.
]]>Finding a common ID across platforms for networks that run websites, apps, linear content and other venues is the only way they can prove true, one-to-one audience targeting, Jenkins says in this interview with Beet.TV at the LUMA Partners Digital Media East conference in Manhattan.
“I think the real opportunity for us and what I’m excited about is to be able to bring to television what we’ve been bringing to the digital world for the last seven years” Jenkins says of 4INFO, whose patented device match method creates a Connected Identity Map for every consumer.
“We’re now seeing a lot of advertisers really embrace finally this one-to-one addressability in TV. I’m glad to see advertisers are finally starting to insist on accountability from the various providers in the space, and I think the ability to prove the real attractiveness of television in this one-to-one addressable world.”
Jenkins calls identity mapping “our sweet spot in particular, but also in the sweet spot of several players in this market that aren’t called the duopoly.”
In light of the nascent California Consumer Privacy Act and other data-related initiatives, identity becomes “a great opportunity and also now has some pretty serious challenges in terms of privacy,” he adds. “We’re seeing more and more companies adopt what they believe is going to come out of the California Consumer Privacy act.”
What it all means is that TV providers are going to have to respect consent and consumers are going to have greater control over their data, “which is how it should be.” 4INFO’s platform was built “from a privacy centric standpoint that it’s a great opportunity for us to shine in that environment.”
As regards Internet-delivered TV, Jenkins calls it “a unique challenge” for a lot of publishers that must contend with cookie- and opt-in compliance, in addition to trying to decipher multiple, anonymized IP addresses used to service the same household.
“Given all the issues around privacy, I think first-party data is going to become king,” Jenkins says. “I think the ability to work with first-party data without a lot of third-party data overlays because of the privacy issues and concerns people have around how a lot of that third-party data was collected is going to be a great opportunity for us.”
This video is part of Beet.TV’s coverage of LUMA Partners’ DIGITAL MEDIA EAST 2019. For more videos from the conference, please visit this page. This series is sponsored by 4INFO.
]]>On the one hand, technology which pieces together the various parts of audience’s online identity is becoming important. Yet, on the other, regulation is now limiting some of the excesses of ad targeting.
The digital marketing world’s arch deal-maker says that adds up to a “double-edged sword”.
“A lot of this modern marketing ecosystem revolves around data and identity,” says Terry Kawaja, LUMA Partners CEO, in this video interview with Beet.TV. “It’s core. It’s at the hub of all of these strategies in terms of figuring out who your likely customers are, and how to address them.
“It’s also the double-edged sword around privacy. So we have to be careful how we figure out data and identity in a way that’s consumer friendly and privacy protected.”
As an investment banker, LUMA exists to help companies get invested or acquired, while Kawaja claims to have advised on transactions totalling $300 billion in 20 years.
He was speaking at Digital Media Strategies East, LUMA’s own summit debating industry issues, which has now been running 11 years.
Kawaja sees the “techlash” surrounding big tech platforms as a central driver in the current industry dynamic.
“(Regulation) has a lot of manifestations as it has implications for the broader ecosystem around what they do with data, around what it means for other players,” he says. “I think that will have a broader impact on almost all players. You have to rethink your strategies from third-party to first-party data, and respecting the consumer in terms of their privacy requirements.”
But that doesn’t change a fundamental trend that has continued for a number of years now – Kawaja sees a continuation of M&A involving marketing technology and addressable ad TV infrastructure.
“And of course identity and people will always need capabilities, core capabilities, to be able to identify consumers,” he adds.
This video is part of Beet.TV’s coverage of LUMA Partners’ DIGITAL MEDIA EAST 2019. For more videos from the conference, please visit this page. This series is sponsored by 4INFO.
]]>But, for one former media agency boss who now is now part of a private equity company, the next gamble make in marketing is clear.
“If I were a betting person, I would go long on identity,” says Laura Desmond the former Starcom Mediavest Group CEO who is now operating partner at Providence Equity, in this video interview with Beet.TV.
What does Desmond mean by “identity”? Simply, the idea that marketers shouldn’t just treat audiences as anonymous pieces of programmatic data whom to push out messages to; they should have bona fide relationships with active prospects, and they will need the technology to manage that.
“We’re going through a tremendous pivot to first party data,” Desmond adds. “Identity is going to become the backbone of the personalized marketing experience, and the advertising ecosystem.
“It is the authentication of the real person, the device as well as who you are from your online and your offline purchases, which is going to make the difference to marketers being able to find you with relevant advertising.
Providence’s portfolio includes DoubleVerify and Chernin Group. It previously acquired and sold Germany’s ProSiebenSat.1
Desmond sits on the boards of DoubleVerify, Adobe Systems and Syniverse Technologies.
“You now need first party data and an identity graph that is your own, both something that you curate and build yourself, as well as partner with other first party data partnerships to create a bigger collective,” she says.
This video is part of Beet.TV’s coverage of LUMA Partners’ DIGITAL MEDIA EAST 2019. For more videos from the conference, please visit this page. This series is sponsored by 4INFO.
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