On the heels of its recent investment in OTT data specialist Tru Optik, TransUnion has acquired people-based marketing technology provider TruSignal. Both relationships will help to enhance TransUnion\u2019s role as an \u201cenabler\u201d that helps map consumer identities in a complex, multi-platform world, says the Matt Spiegel, the company\u2019s EVP of Digital Marketing Solutions and Head of Media Vertical.<\/p>\n

While Spiegel isn\u2019t ready to declare the death of cookies for tracking consumers, he says in this interview with Beet.TV at this week\u2019s LUMA Partners Digital Media East conference<\/a> that they\u2019re increasingly less relevant.<\/p>\n

\u201cOne of the things we\u2019re spending a lot of time on is where is new consumption happening and what\u2019s the identity signals in that new world,\u201d says Spiegel<\/a>, who joined TransUnion last August from MediaLink. \u201cAnd a lot of that has to do with certainly not only devices but IP-based content.\u201d<\/p>\n

TruSignal uses its custom audience-building platform to deliver predictive scoring powered by artificial intelligence, making data available and actionable in almost real time for one-to-one addressable marketing. The combination of its technologies and information will allow TransUnion\u2019s<\/a> inherent accuracy to operate at scale, according to a news release<\/a>.<\/p>\n

Spiegel sees TransUnion, the consumer credit reporting agency whose data holdings include 200 million files profiling nearly every credit-active consumer in the United States, as an enabler capable of straddling both privacy and technology.<\/p>\n

\u201cWe are fortunate to be able to actually leverage and utilize PII in a safe, secure manner,\u201d he says, because TransUnion is used to government regulations \u201cand leaning into the new privacy regulations that will come. A lot of the players in the ecosystem are uncomfortable leveraging PII. They don\u2019t have the infrastructure to do that.\u201d<\/p>\n

As opposed to distributing information, TransUnion helps to be a \u201cvalidation source to turn a lot of unknown information into known information. Get beyond devices, get beyond a thin slice of information about consumers into a full picture.\u201d<\/p>\n

While the company has invested<\/a> in Tru Optik and is helping it \u201ccontinue to power their solutions,\u201d TransUnion sees its data science and technology capabilities as helping marketers understand \u201cwhat to show to consumers and what next best action to highlight, what offer to show, what\u2019s the contextual as well as personal experience, how do you make that more relevant.\u201d<\/p>\n

This video is part of Beet.TV\u2019s coverage of LUMA Partners\u2019 DIGITAL MEDIA EAST 2019. For more videos from the conference, please visit this page<\/a>. This series is sponsored by 4INFO<\/a>.<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"

On the heels of its recent investment in OTT data specialist Tru Optik, TransUnion has acquired people-based marketing technology provider TruSignal. Both relationships will help to enhance TransUnion\u2019s role as an \u201cenabler\u201d that helps map consumer identities in a complex, multi-platform world, says the Matt Spiegel, the company\u2019s EVP of Digital Marketing Solutions and Head […]<\/p>\n","protected":false},"author":17,"featured_media":60503,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"mc4wp_mailchimp_campaign":[]},"categories":[7982],"tags":[3397,5532,5922,7983,7984],"_links":{"self":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/60459"}],"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=60459"}],"version-history":[{"count":0,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/60459\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/media\/60503"}],"wp:attachment":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/media?parent=60459"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/categories?post=60459"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/tags?post=60459"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}