Amid the push for more performance-based advertising campaign outcomes from deterministic consumer identities, Horizon Media is building its own identity solution. \u201cWith the help of our partners, we can now attach that ID to build the deterministic ID. That\u2019s going to allow us to advertise more one to one and get more toward people based marketing if you will and get more targeted,\u201d says Chief Data Officer Laura McElhinney.<\/p>\n

\u201cLooking at a deterministic ID needs to be the way that we move,\u201d McElhinney explains in this Beet.TV interview at the recent FreeWheel NOWFRONT<\/a> event in Manhattan.<\/p>\n

As part of that push, the media agency has been working on a new entity called Big, which Advertising Age reports<\/a> will operate under a 100% performance-based model. It\u2019s part of Horizon\u2019s quest to have more than half of its ad deals to be guaranteed on business outcomes within the next three to five years.<\/p>\n

\u201cWe want to make sure that we\u2019re spending our money in the right way and that we\u2019re reaching our audience effectively, that we\u2019re not overdoing it, that we\u2019re not saturating it so much that they\u2019re leaving the brand, that we\u2019re upsetting them,\u201d says McElhinney.<\/p>\n

Asked about the availability of targeting data, she says it\u2019s still not easy enough to obtain.<\/p>\n

\u201cNot all of our vendors are going to give us back the data that we need, and not all of our clients will even give us first-party data to the point that it would be super helpful to us.\u201d<\/p>\n

With the 2019 television Upfront events already under way, McElhinney believes they are still an essential ritual. \u201cThe Upfronts aren\u2019t going to go away. Relationships are very important, those conversations up front are very important. Reach frequency doesn\u2019t go away, impressions and GRP\u2019s don\u2019t go away,\u201d she says.<\/p>\n

What has been changing \u201cis that we have more data available to us that we can now marry that with that way of buying, that way of approaching the TV audience.\u201d More data available will help to inform deterministic ID\u2019s and \u201cget more addressable, get more targeted to a tighter audience. As opposed to just throwing a big net over it.\u201d<\/p>\n

This video is part of Beet.TV\u2019s coverage of The FreeWheel NOWFRONT<\/a>: Media Reimagined. For more coverage from the series, please visit this page<\/a>.<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"

Amid the push for more performance-based advertising campaign outcomes from deterministic consumer identities, Horizon Media is building its own identity solution. \u201cWith the help of our partners, we can now attach that ID to build the deterministic ID. That\u2019s going to allow us to advertise more one to one and get more toward people based […]<\/p>\n","protected":false},"author":17,"featured_media":59478,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"mc4wp_mailchimp_campaign":[]},"categories":[7879],"tags":[3585,7877,7882],"_links":{"self":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/59476"}],"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=59476"}],"version-history":[{"count":0,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/59476\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/media\/59478"}],"wp:attachment":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/media?parent=59476"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/categories?post=59476"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/tags?post=59476"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}