While discussions about consumer identity graphs \u201care continuing to emerge,\u201d TEGNA\u2019s Premion has been working on two of them. One is in conjunction with 4INFO and the other, for connected-TV devices, is with MadHive, according to Premion President Jim Wilson.<\/p>\n

4INFO<\/a> has long made custom identity graphs for Premion to identify certain audiences, Wilson explains in this interview with Beet.TV at the recent LUMA Digital Media East conference<\/a>. \u201cIn many cases, it\u2019s as simple as an auto intender. Or in other cases, it\u2019s piecing together different audiences to create a psychographic.\u201d<\/p>\n

Having built its CTV business over the last couple of years, \u201cwe have a connected-TV device graph that we built with MadHive<\/a>,\u201d a company in which Premion is an investor in addition to having a stake in 4INFO.<\/p>\n

\u201cBoth of these identity graphs allow us to not only reach audiences but to do it with a high level of accuracy.\u201d<\/p>\n

Asked about local versus national audience targeting, Wilson cites a case study about a national automotive advertiser that wanted to work with Premion because of its scale in connected TV and OTT plus its 125-network reach.<\/p>\n

\u201cThey wanted to reach a national audience with one piece of creative, which we don\u2019t do, our partners do that. We met with them and frankly convinced them that although they should think nationally, they should act locally,\u201d Wilson says.<\/p>\n

\u201cWhat we did instead was we built out market-by-market programs with them that allowed them to look at the ROI by markets, look at attribution and traffic that was driven by market. I think we\u2019re going to see more of that. I think we\u2019re going to see more national brands looking at how they can execute locally.\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":"

While discussions about consumer identity graphs \u201care continuing to emerge,\u201d TEGNA\u2019s Premion has been working on two of them. One is in conjunction with 4INFO and the other, for connected-TV devices, is with MadHive, according to Premion President Jim Wilson. 4INFO has long made custom identity graphs for Premion to identify certain audiences, Wilson explains […]<\/p>\n","protected":false},"author":17,"featured_media":60525,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"mc4wp_mailchimp_campaign":[]},"categories":[7982],"tags":[7401,7696,7955,7973,7974,7983],"_links":{"self":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/60523"}],"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=60523"}],"version-history":[{"count":0,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/60523\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/media\/60525"}],"wp:attachment":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/media?parent=60523"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/categories?post=60523"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/tags?post=60523"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}