If anyone doubts how Oath plans to differentiate itself with Verizon\u2019s massive caches of insights from its broadband and wireless services and brick-and-mortar stores, Jeff Lucas makes it very clear. \u201cWhat Oath offers more than anyone else is deep, deep data,\u201d the Head of Oath\u2019s Americas Sales says.<\/p>\n
\u201cBut also we are thinking about commerce\u201d and \u201chow advertisers can transact on our platforms and we can deliver results. And I think that\u2019s the most important thing,\u201d Lucas adds in this interview with Beet.TV at the Digital Content NewFronts<\/a> 2018.<\/p>\n Having recently joined Oath from Snap Inc.<\/a>, Lucas is clear about Oath\u2019s<\/a> overriding mission, which can be summarized thusly: How it uses data to create content, \u201cto deliver consumers and associate them with the right content and the right advertisers, contextually.\u201d<\/p>\n He hopes that NewFronts attendees left Oath\u2019s presentation \u201cfeeling that there\u2019s so much value in what we\u2019re bringing to the table with the four pillars of deep content.\u201d<\/p>\n Oath is squarely focused on being a mobile-first entity because that\u2019s where people want content, according to Lucas<\/a>.<\/p>\n \u201cPeople wonder why ratings are going down, down, down and advertisers are paying more, more and more. It\u2019s because the consumer wants to see it when they want it, all the time. In their pocket, on their phone.\u201d<\/p>\n To sum things up, he offers a baseball metaphor. \u201cYou associate that with a brand-safe environment, with data for targeting and data for measurement and third-party measurement, I think you\u2019re delivering a home run.\u201d<\/p>\n