The ability to target individual consumers with ads across digital devices and specific households via television is progressing well on parallel tracks. Just when those two paths will converge from a data standpoint is anyone\u2019s guess.<\/p>\n

\u201cRight now, that data doesn\u2019t exist in a co-mingled way or in a way that would allow us to truly target at a one-to-one individual level on an OTT or television device,\u201d Doug Ray, the CEO of media agency Carat USA, says in an interview with Beet.TV at the annual IAB MIXX conference in Manhattan.<\/p>\n

\u201cCan we get there? Perhaps at some point. But we\u2019re still going to then to crack the code around household versus individual or addressable data,\u201d Ray says.<\/p>\n

In the meantime, Carat is \u201cengaging with the ability to target at the individual level and we\u2019re leaning in and doing a lot of work with clients at the household addressability level,\u201d Ray says.<\/p>\n

This is not to say that cross-platform attribution at the household level isn\u2019t relevant. It\u2019s \u201cabsolutely critical,\u201d adds Ray. \u201cWe\u2019re able to look at that exposure not only through linear or addressable TV but also across other platforms. That\u2019s been proving very well for us,\u201d he says.<\/p>\n

Although not many clients are active in that space, \u201cthose clients that are leaning into it are seeing real value and by testing it they\u2019re able to substantiate that as a viable measure for them.\u201d<\/p>\n

Within the TV realm, the biggest issue to Ray is the lack of a common currency for measurement purposes among the biggest program owners. \u201cThey\u2019re investing in their own datasets, ad tech, to enable addressability within their own ecosystem. But that starts to create some issues around cross platform or across suppliers,\u201d Ray explains.<\/p>\n

Citing companies like Samba<\/a> and Simulmedia<\/a>, which\u00a0have amassed huge amounts of TV viewing data, Ray believes their efforts could lead to an industry wide solution. \u201cMy hope is that we get one of those as a potential solution for the industry to actually embrace,\u201d Ray says.<\/p>\n

The next step then would be getting that data down to an individual level. \u201cI\u2019m not sure that we will ultimately be able to get to that individual level without fusing or matching data,\u201d he says.<\/p>\n

This video is part of Beet.TV\u2019s coverage of the IAB MIXX Conference, 2016, presented by The TradeDesk. Please find additional videos from the Conference here<\/a>. <\/em><\/p>\n","protected":false},"excerpt":{"rendered":"

The ability to target individual consumers with ads across digital devices and specific households via television is progressing well on parallel tracks. Just when those two paths will converge from a data standpoint is anyone\u2019s guess. \u201cRight now, that data doesn\u2019t exist in a co-mingled way or in a way that would allow us to […]<\/p>\n","protected":false},"author":17,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"mc4wp_mailchimp_campaign":[]},"categories":[5844],"tags":[3167,3756,4565,6070,6071,6072],"_links":{"self":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/42672"}],"collection":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/users\/17"}],"replies":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/comments?post=42672"}],"version-history":[{"count":0,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/42672\/revisions"}],"wp:attachment":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/media?parent=42672"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/categories?post=42672"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/tags?post=42672"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}