Data may be the new oil – but, sometimes, you can just wring more miles out of the same oil.<\/p>\n

That is the view of one ad-tech exec who says the emerging imperative is not to get\u00a0more<\/em> audience data but, rather to tie together existing available pieces in a better way.<\/p>\n

“I think more data probably isn’t required,” Mari Tangredi, SVP of audience solutions and advanced TV at 4INFO, says in this video interview with Beet.TV.<\/p>\n

“I think we’re at a place where maximising the data that you do have is kind of job one. I do think there is enough data probably out there now and tying it together accurately is probably the best thing to do.”<\/p>\n

Tangredi was speaking as 4INFO announced a partnership with Inscape, a company which uses automated content recognition (ACR) to collect data on real TV show and ad viewership.<\/p>\n

\n
• InScape<\/a> is the unit of TV maker Vizio that deals with automated content recognition (ACR), giving it access to anonymized viewing data from over 11 million TV sets in the US.<\/li>\n
• 4INFO<\/a> is an “identity graph” operator, using what it calls Custom Connected Identity Maps (CCID) <\/a>and its Bullseye ID, which starts by mapping a mobile device to a home address, a match key for other devices, too.<\/li>\n<\/ul>\n

  The tie-up means 4INFO will get to use specific show or ad viewing data, generated at a consumer’s device, and match it to any data set in near real-time.<\/p>\n

  Whilst 4INFO’s underbelly is in mobile<\/a>, the company had previously branched its identity graph system out to other platforms, like the new wave of TV devices<\/a>.<\/p>\n

  “Mobile is that person-based device,” Tagredi adds. “Going from mobile and then connecting all the other devices in the household, you’re starting at person-based, and then you can go up to household.”<\/p>\n","protected":false},"excerpt":{"rendered":"

  Data may be the new oil – but, sometimes, you can just wring more miles out of the same oil. That is the view of one ad-tech exec who says the emerging imperative is not to get\u00a0more audience data but, rather to tie together existing available pieces in a better way. “I think more data […]<\/p>\n","protected":false},"author":15,"featured_media":60404,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"mc4wp_mailchimp_campaign":[]},"categories":[1],"tags":[7696,7872],"_links":{"self":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/60396"}],"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\/15"}],"replies":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/comments?post=60396"}],"version-history":[{"count":0,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/60396\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/media\/60404"}],"wp:attachment":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/media?parent=60396"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/categories?post=60396"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/tags?post=60396"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}