CANNES \u2013 When most people consider a data-management platform (DMP), they see data and technology. Damian Garbaccio of Nielsen, which Sony Crackle recently chose to power its addressable advertising capabilities, sees \u201cconnective tissue\u201d between data and measurement assets.<\/p>\n
Garbaccio, EVP, Advertiser Direct & Marketing Cloud, is working with Sony Crackle and much of its connected TV inventory to better monetize it with addressable programmatic targeting. Nielsen and other data are used to transact on media that\u2019s owned and operated or exclusively operated by Crackle.<\/p>\n
\u201cWhat we see the DMP as really is connective tissue between data assets and measurement assets, with the brands being directly in the middle,\u201d Garbaccio says in this interview with Beet.TV at the recent Cannes<\/a> Lions International Festival of Creativity. \u201cIf you want that connective tissue to work and to be valuable for the brand, you need the best data that exists. Transaction-based data, census-based, owned and operated exclusively through Nielsen, and you need to be able to then activate and measure that.\u201d<\/p>\n Advertisers will now be able to reach specific audiences across Sony Crackle content as well as the Sony Crackle Plus Network, including Funimation and Sony Pictures Television Mobile Games. With Nielsen AI, Sony Pictures Television will be able to optimize addressable audiences based on real-time changes in consumer behavior on behalf of its clients, according to a news release<\/a> announcing the deal between Sony and Nielsen Marketing Cloud.<\/p>\n The Nielsen DMP \u201callows you to see the data but then also see it as the campaigns run, and get closed-loop feedback. That feedback allows you then to measure and optimize those campaigns. So it\u2019s really an end-to-end cycle that really our DMP allows us to do,\u201d says Garbaccio<\/a>.<\/p>\n His way of simplifying the semantics of what constitutes connected-TV or OTT viewing is to view it simply as media. \u201cIt\u2019s a new, different type of media just like mobile was, back in the day display, and even linear TV. We\u2019re not there yet, but I want a world of when you create audiences, whether with first or third party data, and push them out for targeting or activation.\u201d<\/p>\n It should be viewed as \u201cone centralized ID that can be across all media. So we see connected TV or over the top television as no different,\u201d Garbaccio adds. \u201cIt\u2019s just right now is very early, the scale is not there like it is potentially in linear TV or even mobile. But we think that it\u2019s going to be there and you need that underlying ID and that technology in order to make any of those things happen.\u201d<\/p>\n