By the time Sling TV launched in early 2015, dataxu already was an established demand-side platform with all of the pipes in place for programmatic and real-time bidded inventory. \u201cWhat really set things off for us is the ability to bring in a cross-device platform that extends the type of targeting and campaign execution you\u2019d expect from digital on to TV,\u201d says Chris LaHaise, dataxu\u2019s Director of TV Solutions.<\/p>\n

\u201cSling<\/a> is a really great example of a premium partner that we work with to bring what people would consider to be real television to the connected TV and the programmatic buying space.\u201d<\/p>\n

Now dataxu is \u201cseeing interest from all over the place,\u201d LaHaise adds in this interview with Beet.TV.<\/p>\n

One common question from buyers is \u201cwhere\u2019s this coming from, digital or TV,\u201d because those can be very different teams at agencies. \u201cWe definitely see interest on both sides and it\u2019s interesting to see the things that people on either side of that table are looking to achieve,\u201d says LaHaise<\/a>.<\/p>\n

For example, some advertisers are looking to extend upon their digital reach. \u201cThey\u2019re already running digital video campaigns and they want to get on the big screen.\u201d<\/p>\n

On the TV side, advertisers running large, linear campaigns are seeking to reach cord cutters that they can\u2019t find through traditional means. \u201cConnected TV is a great bridge between those two because it gives true television experience like you get through Sling through an execution that can actually take place in real time through private marketplaces that are buying against advanced audiences,\u201d LaHaise says.<\/p>\n

The bridge connects campaigns running on TV\u2014lacking identifiers for digital targeting\u2014with digital campaigns associated with cookies or mobile ID\u2019s. \u201cSo if you want to extend the addressable capabilities that you find in digital, you have to be able to either have ID\u2019s codified for those devices or a way to connect two different inventory and data sources that aren\u2019t necessarily matched.\u201d<\/p>\n

Dataxu\u2019<\/a>s identity management platform enables advertisers to connect both those different entities at the household level.<\/p>\n

“So you have your cookies and mobile ID\u2019s that a campaign might be targeting, they\u2019re going to be normalized to a specific household, and then the inventory that\u2019s coming in from a television has information within it,\u201d says LaHaise. \u201cIt\u2019s not going to be cookies and mobile ID\u2019s, but it\u2019s enough that you can actually key off of it and identify a household as well. So even though this transaction is taking place in real time, in fractions of a second, you have a platform that\u2019s linking two datasets that otherwise wouldn\u2019t be the same.\u201d<\/p>\n

This video is part of the Beet.TV series titled Targeting Today\u2019s TV Viewer sponsored by DISH Media Sales. It is published along with\u00a0this DISH Media Sales Straightforward Guide in ADWEEK<\/a>. For more videos from the series,\u00a0please visit this page<\/a>.<\/i><\/p>\n","protected":false},"excerpt":{"rendered":"

By the time Sling TV launched in early 2015, dataxu already was an established demand-side platform with all of the pipes in place for programmatic and real-time bidded inventory. \u201cWhat really set things off for us is the ability to bring in a cross-device platform that extends the type of targeting and campaign execution you\u2019d […]<\/p>\n","protected":false},"author":17,"featured_media":54450,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"mc4wp_mailchimp_campaign":[]},"categories":[7369],"tags":[5748,6008,6167,7365],"_links":{"self":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/54448"}],"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=54448"}],"version-history":[{"count":0,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/54448\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/media\/54450"}],"wp:attachment":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/media?parent=54448"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/categories?post=54448"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/tags?post=54448"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}