Within OpenAP, Nielsen and comScore are “locked in,” Ruby says in this interview with Beet.TV at RampUp 2018. “We’ve got their MRI fusion datasets, Catalina datasets, the MBI datasets all coming through. With comScore, we’ve got all of their syndicated datasets. So we feel like we’ve kind of got the right breadth of what is an industry standard could be within OpenAP today.”

What gets “really exciting,” according to Ruby, is being able to move beyond the traditional measurement providers. Options include set-top VOD data, “into more of the MVPD data that we can actually be leveraging, more specifically the IP connected data” along with data from smart TV’s.

“Really what it comes down to is we want to enable as many of these datasets as we can so that we can bring them all to an open playing field and then let brands and agencies determine where they’re going to see the most value,” Ruby says.

And then there is the promise of linear addressable, a key piece of the cross-platform puzzle. “We’ve managed to be able to really corner it with Hulu, we’re looking at Comcast set-top box VOD and really making inroads there. But more importantly, we’re starting to think about what we can do in the live, linear space and how we can actually start looking at ad versioning and addressable copy splitting in live linear.”

IP-delivered streaming content poses the potential for one-to-one relationships between brands and viewers. But it gets pretty complex with broadcast TV and in a primetime broadcast environment, according to Ruby.

“And I don’t think that’s a future that we’re going to see immediately, but it is one that we’re starting to really understand how the technology comes together.”

Audience targeting tends to be “bespoke” on a vertical-by-vertical category basis, with automotive in particular having a longer “tail to purchase” than others. “People aren’t necessarily going to see a couple of ads for a new SUV on TV and then immediately go and buy one,” says Ruby. “They actually need to be identified as in market and not just in market but likely to convert in market and even within that, there’s a much longer tail that you want to look at for performance.”

Fox is working with auto brands to figure out how to construct campaigns over time while monitoring both the performance of an individual campaign for a awareness of a new sedan model “as well as any particular behaviors of driving greater traffic into dealerships, all the way through to eventually a new lease or a new purchase.”

This video is part of a series produced in San Francisco at the RampUp 2018 conference. The series is sponsored by Alphonso. For more videos from the series, please visit this page.

Former Starcom MediaVest Group advanced television specialist Tracey Scheppach has a foot in both of those spheres as CEO & Co-Founder of her agency, Matter More Media. Scheppach helps new advanced-TV technology providers while doing direct brand activation based on CRM and other data.

In this interview with Beet.TV at RampUp 2018 conference, Scheppach refers to research presented by Forrester analyst Jim Nail showing that 15% of brand-side executives have executed addressable TV campaigns. “If you look at the law of adoption, we’re at the tipping point,” Scheppach says, echoing Nail’s conclusion.

However, the addressable TV work that’s been done so far has been derived from household address files. “Being at a digital conference with LiveRamp, the question is how can you bring digital data to household level addressable television. Which is hard because so far it’s built off a street address file versus an IP or cookie file or a device ID,” she says.

Scheppach points to emerging IP-based technology, noting that companies like Sinclair and Sorenson are pursuing dynamic ad insertion to smart TV sets. Then there is the ATSC 3.0 broadcast standard for over-the-air broadcast TV.

With ATSC 3.0, transmission will be “IP-based, completely mobile, always on, census-level data, full addressability, which is going to open up more and more inventory to be addressable,” Scheppach says.

Since starting Matter More Media and being on the “front lines” with clients, Scheppach has a closer view of the impact of agency holding companies having separated their creative assets from their media operations. This can be a stumbling block to perfecting, executing and tracking the four elements of successful addressable TV campaigns: the idea, its production values, media channel selection and analytics, according to Scheppach.

“All four pieces work together, all four pieces should be at the table together, not in separate siloes not ever to meet. You just can’t throw the creative over the wall to the media people and just have them execute,” she says.

In its sell-side consulting work, the agency helps people “trying to bring product to market, like a Sinclair, like programmers. They have to figure out how to structure the technology and pitch it to clients.”

In the agency’s direct activation for clients, Scheppach is pursuing “anyone that has a CRM file. I think catalogers are just a natural fit.”

She thinks addressable can help marketers for whom the expense of traditional TV has been a barrier. Some brands with catalogs or direct-mail campaigns are trying to figure out “how do I make it more accountable? How do I make it more storytelling? How do I build my brand out of it? And sight sound and motion is going to do that better than paper.”

This video is part of a series produced in San Francisco at the RampUp 2018 conference. The series is sponsored by Alphonso. For more videos from the series, please visit this page.

“I think we have to back up from that. What we’re really doing is talking about the integration of mass reach with sophistication of measurement, targeting and ultimately relevance,” says the Managing Director of strategic advisory firm MediaLink.

In this interview with Beet.TV at the RampUp 2018 conference, Spiegel talks about the “next wave” in identity resolution and why marketers should recognize the value of a blend of more granular targeting and pure scale.

“Identity is going to power the ad business and marketing, however you want to define it,” says Spiegel. “Identity is the underpinning of future success without any question.”

He observes that the gap between companies like Facebook and Google and big media companies in being able to more precisely target audiences is shrinking as the latter expand their digital footprints and seek better linear TV options. “You now have this whole more sophisticated level of targeting and measurement that the industry on the more traditional media side couldn’t have before.”

All the distribution points of content “built into that ecosystem is the power of identity, the potential of identity anyway, if they stitch it together the right data,” says Spiegel. That connected to “this massive world of linear television, which by the way is still really big and still a lot of money and still has a lot of value, those two things combined I think are huge.”

The trick, he adds, is understanding identity with sophistication. On-boarding data and employing device graphs is all well and good, but the hardest part is matching individuals to their households.

“We’ll keep talking about matching and on-boarding, and there’s value. But what we’ll really start to talk about is the applications built on top of a sophisticated identity resolution system. That’s what I think’s much more interesting.”

This video is part of a series produced in San Francisco at the RampUp 2018 conference. The series is sponsored by Alphonso. For more videos from the series, please visit this page.

Over the course of many months, brands like Procter & Gamble “have really asked that we as an industry start being more introspective about what we’re actually providing,” Feigenson adds in this interview with Beet.TV at RampUp 2018. “And I think what we’re seeing as a result of that is a group of companies that are spending more time making sure that their products are actually what they say they are.”

What are the end results? “That’s healthy for everybody. It’s going to grow digital, it’s going to grow use of data,” says Feigenson.

He observes that there are different uses for data—citing the top and bottom of the funnel—but that the industry has become “so obsessed with the tactics of media” that good brand strategy may have taken a back seat.

“Bad brand strategy won’t yield a result, good strategy will,” Feigenson says.

We’ve moved to a world where “we look at individual campaigns and those individual campaigns are used as a proxy for other strategies on or off. That translates into data as well.”

While large, deterministic datasets may be great for targeting, they’re not necessarily representative to a whole market analysis, according to Feigenson. He believes that more companies that have first-party data or rent large, third-party datasets “are going to calibrate that against panels to get a very holistic view of their consumer.”

Until recently, Simmons data were used to help plan media in a linear capacity. “We’re excited that after 60 years we finally realized that programmatic and we’ve on-boarded our segments through Acxiom and LiveRamp to be used in programmatic exchanges.”

The company’s game plan encompasses better technology plus “bigger and faster data.” The goal at the end of the day “is to get anybody to a game changing consumer insight about an audience quicker than they can get a cup of Starbucks coffee.”

This video is part of a series produced in San Francisco at the RampUp 2018 conference. The series is sponsored by Alphonso. For more videos from the series, please visit this page.

To CEO Tim Cadogan, the industry as a whole can succeed as well by adopting recent policies to address widespread quality issues.

“We think that the challenge now has a clear answer. Which is adopt the existing quality standards and run with them,” Cadogan says in this interview with Beet.TV while attending RampUp 2018, the annual LiveRamp event.

He’s referring to the ads.txt initiative of the Interactive Advertising Bureau and standards promulgated by the Trustworthy Accountability Group.

“If a buyer buys based on TAG, buys based on ads.txt as P&G is doing, they solve eighty to ninety percent of the quality problems and they can trust the supply through which they’re buying,” says Cadogan.

OpenX is a new entrant in the video space. “We’ve benefitted from the fact that probably eighty percent of our buyers are existing buyers,” some of which have significant quality video inventory. “In the first two quarters of us working in video, about half of our leading partners are running video inventory through us.”

While announcing its 2017 financial results this week, OpenX said it would spend around $25 million this year on quality initiatives, up from $16 million last year, as The Wall Street Journal reports.

OpenX is the #1 ranked independent exchange for ads.txt, meaning the top 1,000 publishers rank Google first and OpenX second, according to Cadogan. Meanwhile, it’s put some distance between itself and competitors in dealing with the new overseas GDPR privacy regulations, “which puts all of our publishers in compliance with GDPR four months before the deadline.”

Cadogan is on the board of Acxiom, which owns LiveRamp, so he wore two hats at RampUp 2018.

“From an OpenX point of view, we are interested in helping buyers identify the users that they want to go after.” Two areas in particular are mobile and location data, “which we still think is a little bit sub-optimal, could be improved, and we’re very interested in ways to continue to prove identification more generally in the app environment.”

This video is part of a series produced in San Francisco at the RampUp 2018 conference. The series is sponsored by Alphonso. For more videos from the series, please visit this page.

“So that’s been very successful and we have a large population of TV viewership data, beyond just from the TiVo devices but where we have software embedded across providers and even beyond that,” Horstman says in this interview with Beet.TV at the recent RampUp 2018 conference by LiveRamp.

TiVo just announced that it’s reached two million active matched households across all DMA’s “and that number is growing quite rapidly.” The company’s goal is to reach three million “very shortly and then throughout the year scaling up to five to seven million plus,” Horstman says.

“The company TiVo today is much bigger than TiVo the device and that’s part of the story that we’re taking to market.”

He stresses that TiVo has unfettered rights to use the TV viewership data in matching with multiple datasets so that it can “understand the science of what is changing consumer behavior when a household is exposed to a TV campaign, and that is very exciting.”

All personally identifiable information about TV viewers is removed before it reaches TiVo, according to Horstman. Identifiers appended to the TV dataset can be matched across the advertising ecosystem for first- and third-party data.

In the wake of its launching the Targeted Audience Delivery platform, which sits atop all of the company’s TV data, TiVo has been meeting with agencies and advertisers about providing deterministic, exposed households to a specific TV campaign.

“What’s exciting about this is we can go to a brand and say ‘bring your first party data into a safe haven like LiveRamp match it to our TV viewership data.’ We can then run that against the campaign that you just did in the last quarter and then provide you the exact households that were exposed an unexposed to your TV campaign.”

Besides revealing whether TV ad exposure drove incremental activity through an existing customer group, brands can then use those segments to activate those same households “in any kind of digital, mobile or connected-TV activation as well,” Horstman says.

This video is part of a series produced in San Francisco at the RampUp 2018 conference. The series is sponsored by Alphonso. For more videos from the series, please visit this page.

“There’s a lot of untapped opportunity in TV,” says LiveRamp Co-CEO Anneka Gupta. “It’s not very measureable.”

The IdentityLink extension was announced to coincide with RampUp 2018, the LiveRamp conference that attracted nearly 3,000 attendees in its six year of existence–up from 300 at the beginning.

In this interview with Beet.TV, Gupta talks about the industry changes that need to take place to free up more TV ad time for addressable campaigns and why it’s a win-win for different kinds of companies to exchange second-party data.

While LiveRamp and its parent company Acxiom have offered some TV solutions in the past couple of years, extending IdentityLink to TV is about “greater innovation and investment in the TV space. We now have a much larger dedicated group focused on this area,” says Gupta. IdentityLink for TV connects customer-based identities across channels by linking advertiser data with trusted third-party and TV viewership data.

LiveRamp is working to automate some of its existing addressable TV capabilities to make it easier for marketers to run such campaigns. It’s also looking beyond address to the broader TV market, including linear and OTT, “trying to work with the entire industry to make TV solutions and make TV advertising a lot more measureable and a lot more addressable.”

Gupta discusses working with MVPD’s to help brands target specific households with TV ads, for example retailers that want to reach consumers who have made purchases from them in the past six months.

“We can now take that audience of people, map it to the subscribers for each of these MVPD’s and actually run targeted ads to specific households that have those members of the audience in it,” Gupta explains. Instead of generic product messages, targeted viewers see ads “very specific to them and actually related to their experience and relationship with that brand already.”

She believes the industry must undergo an evolution encompassing technology, business organization structures, and business development relations that need to be spawned to open up more addressable beyond the two minutes of local time allotted to most MVPD’s.

“It’s not going to be just a twelve-month journey. It’s going to be a multi-year journey that we’re on together,” Gupta says.

LiveRamp would like to widen the participation of companies in the exchanging of second-party data to drive value for their respective businesses. “It can be a real win-win when you bring together complementary data sets to influence consumer interaction and make more personalized experiences,” Gupta says.

This video is part of a series produced in San Francisco at the RampUp 2018 conference. The series is sponsored by Alphonso. For more videos from the series, please visit this page.

“We’re seeing a full circle here where digital used to influence TV,” says Raghu Kodige, Alphonso’s Chief Product Officer & Co-Founder.

Kodige was one of the speakers at this week’s RampUp 2018 conference by LiveRamp, which drew nearly 3,000 attendees. In this interview with Beet.TV, he details some of the work Alphonso has been doing with IRI, which has the largest database of shopper loyalty data.

To determine how television ads are working, Alphonso used the occasion of the 2018 Super Bowl to do some research based on data from a year earlier leading up to and including Super Bowl 2017. It involved a few different brands that were regular Super Bowl spenders.

For McDonald’s and Dunkin Donuts, Alphonso used location data to track post-ad store traffic. Working with IRI, it was able to attribute TV ad exposure to SKU movement, looking for lift before and after the big football game.

“We were trying to identify what kind of trends you see prior to the Super Bowl and after the Super Bowl. It was pretty exciting,” says Kodige.

One of the things that stood out was the amount of spending by Dunkin Donuts to influence Hispanic audiences on Spanish-language TV networks, particularly in the months ahead of the Super Bowl.

“We saw almost a twelve percent increase in foot traffic to Dunkin Donuts in the three weeks following the Super Bowl, which I thought was pretty significant considering that the Super Bowl reaches such a wide audience.”

Alphonso and IRI announced their data partnership in February 2018.

Alphonso’s research also uncovered insights into things like optimum TV frequency.

The 12 million households common to IRI and Alphonso produce data that facilitates TV tune-in attribution and sales attribution “down to the creative level,” says Kodige. If a brand is testing multiple creative iterations, “within a few weeks we start seeing this data flow into our dashboards with the IRI partnership” so that creative optimization can be done while the campaign is still in-flight, he adds.

The scale is such that it fills the gap in true, multi-touch attribution, according to Kodige. “The missing piece in most of these studies that have happened to date is the absence of large scale TV data.”

This video is part of a series produced in San Francisco at the RampUp 2018 conference. The series is sponsored by Alphonso. For more videos from the series, please visit this page.