VIEQUES, PR — Age, gender and demographic just don’t cut it anymore. In the new age of advertising super-powers, marketers want to target consumers with more more granularity\u00a0and certainty than\u00a0traditional measurements allow.<\/p>\n
Fortunate, then, that a whole new raft of data sources is coming on-stream to help them do that.<\/p>\n
In a panel discussion convened by Beet.TV at the Beet Retreat, executives from advertising technology and data\u00a0vendors got excited about:<\/p>\n
Here is a flavour of what they said…<\/p>\n
Alphonso<\/a> CEO Ashish Chordia<\/strong>:<\/p>\n “In 10 years\u2019 time, there\u2019s no reason to believe that every device in your house runs ACR – we\u2019ll get there.”<\/p>\n Chordia says his technology, running on consumers’ mobile phones amongst other devices, has already helped a mobile studio\u00a0know for sure whether a consumer is in a movie theater watching its movie.<\/p><\/blockquote>\n TruOptik<\/a> CEO Andre Swanston<\/strong>:<\/p>\n “We marry the app data we get from OTT and connected TV with the open network. You get content viewership data, second-by-second, across half a billion unique IPs in every market in the world.\u00a0For people coming from desktop and mobile, this is what they\u2019re used to.”<\/p><\/blockquote>\n Neustar<\/a> strategic partners head Ted Prince<\/strong>:<\/p>\n “(We have) a persistent key across household, phone number, address, cookie, mobile ad ID, set-top box, IP address, mobile phone number.<\/p>\n “We try to make sure you, as a marketer, can get to the household you want. You can put your CRM file on there, the segments you want to reach. We have 200m individuals. Set-top box data is about 40 to 45m households.”<\/p><\/blockquote>\n 605<\/a>\u00a0 Group VP Gaurav Shirole<\/strong>:<\/p>\n “We\u2019ve been focused on achieving scale around census-level set-top box data.”<\/p>\n Shirole said there is an opportunity to use data-targeted TV ad technologies first to sample limited precision-targeting, before going all-in with a targeted campaign.<\/p><\/blockquote>\n Amid this proliferation of new data sources, it is becoming a more complex media world for marketers. Whilst some vendors may profess to do it all, TruOptik’s Swanston said it is important for brands to piece together multiple specialist vendors.<\/p>\n “There\u2019s nobody in the industry can be a one-stop shop for everything, and there have to be the ability to sync different data together,” he said. “That\u2019s pretty commonplace across the industry – you have to be able to work with different partners.”<\/p>\n The panel was moderated by\u00a0MediaMath CMO Joanna O\u2019Connell.<\/em><\/p>\n This video is part of a series produced at the Beet.TV Executive Retreat<\/a> in Vieques. The event and series is presented by Videology and 605. For more videos from the series, please visit this page<\/a>.<\/em><\/p>\n","protected":false},"excerpt":{"rendered":" VIEQUES, PR — Age, gender and demographic just don’t cut it anymore. In the new age of advertising super-powers, marketers want to target consumers with more more granularity\u00a0and certainty than\u00a0traditional measurements allow. Fortunate, then, that a whole new raft of data sources is coming on-stream to help them do that. In a panel discussion convened […]<\/p>\n","protected":false},"author":15,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"mc4wp_mailchimp_campaign":[]},"categories":[6276],"tags":[2930,3919,5609,5612,5921,6293,2809],"_links":{"self":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/45413"}],"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\/15"}],"replies":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/comments?post=45413"}],"version-history":[{"count":0,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/45413\/revisions"}],"wp:attachment":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/media?parent=45413"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/categories?post=45413"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/tags?post=45413"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}