As identity resolution migrates from digital media to various forms of television, there are gaps to close as turf wars abound, says 4INFO\u2019s<\/a> Mari Tangredi. The end goal is to bring \u201csome of the things that people have gotten used to in digital forward into the TV space. We\u2019re bridging that gap between them.\u201d<\/p>\n

From a tactical standpoint, getting marketing data into mobile ad ID\u2019s, IP addresses and connected TV ID\u2019s will deliver \u201cthat targeting and measurement capability that you saw in digital into the TV space and then bridge the two to get at the cross-screen mechanism,\u201d the SVP & GM, Audience Solutions, says in this interview at this week\u2019s Beet.TV leadership forum<\/a> titled Identity in Focus: Understanding the Cross-Screen Consumer in a Fragmented World.<\/p>\n

Asked by interviewer Ashley J. Swartz<\/a>, CEO of Furious Corp., if a TV identity graph applies only to advanced, IP distribution platforms versus traditional linear TV buying that extends through additional platforms, Tangredi cites the creation of a universal ID.<\/p>\n

That ID says \u201cit\u2019s this household with this persona who\u2019s watching on a regular TV, a mobile device, maybe their desktop, maybe a PlayStation or a gaming console. So it\u2019s creating that linkage.<\/p>\n

\u201cThink of it as linkage of bringing that altogether and hitting that person based on where they choose to watch,\u201d Tangredi<\/a> adds.<\/p>\n

Swartz also wanted to know whether a tipping point where identity graphs drive more planning decisions will be driven by traditional TV buyers \u201cexpanding their skillsets and being curious and seeking to learn more\u201d or by digital folks playing a more active role in television. \u201cI think there\u2019s a little bit of a turf war going on for that right now,\u201d says Tangredi. \u201cCertain TV companies or organizations will come out on top and certain digital folks will come out on top. But there definitely is a turf war right there right now.<\/p>\n

\u201cWhich is good. It creates that desire to move things along faster.\u201d<\/p>\n

This video was produced in New York City at Identity in Focus: Understanding the Cross-Screen Consumer in a Fragmented World, a Beet.TV Leadership Forum, presented by 4INFO and hosted by Viacom. For more videos from the series, please visit this page<\/a>.<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"

As identity resolution migrates from digital media to various forms of television, there are gaps to close as turf wars abound, says 4INFO\u2019s Mari Tangredi. The end goal is to bring \u201csome of the things that people have gotten used to in digital forward into the TV space. We\u2019re bridging that gap between them.\u201d From […]<\/p>\n","protected":false},"author":17,"featured_media":59248,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"mc4wp_mailchimp_campaign":[]},"categories":[7871],"tags":[7696,7870,7872],"_links":{"self":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/59246"}],"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=59246"}],"version-history":[{"count":0,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/59246\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/media\/59248"}],"wp:attachment":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/media?parent=59246"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/categories?post=59246"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/tags?post=59246"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}