SAN JUAN, Puerto Rico\u2014There\u2019s lots of industry talk about data being the \u201cconnective tissue\u201d that can unify advertising buys across various channels. But while many hurdles currently prevent brands and agencies from normalizing the execution of buys across linear and advanced television, data is already playing a key role, according to dataxu CEO Mike Baker.<\/p>\n
\u201cWhile you can\u2019t do all that programmatically in terms of execution, what you can do is look at that analytically in terms of understanding reach and frequency of, like, a special precision audience across these different ways of watching TV,\u201d Baker says in this interview at the recent Beet Retreat 2018<\/a>.<\/p>\n A big plus has been the addition to the mix of quality data from automatic content recognition technology, which Baker calls \u201ca game changer.\u201d Adding that data to a device graph containing digital data enables advertisers and agencies “to start to look at households, and even people within the household, in a holistic, sort of normalized basis.\u201d<\/p>\n The impetus for some agencies to de-silo their approach to media planning and execution has been their clients\u2019 push to amass greater amounts of first-party customer data and invest in data-management platforms, according to Baker<\/a>.<\/p>\n \u201cObviously, these companies have done a great job of selling the vision of the importance of first party data,\u201d he says. \u201cBut then it\u2019s sort of like, \u2018Hey I need to use this in more places because it\u2019s expensive to implement these programs and collect data.\u2019 So one of the places would be media investment.\u201d<\/p>\n One example could be \u201cI have a pile of cookies and now I need to use this. Please use this identity information for TV planning, buying and even inflight optimization and measurement.\u201d<\/p>\n