Verizon Media\u2019s data strategy is built on customer trust.<\/p>\n

The company, which owns media titles including Yahoo News, Yahoo Sports, Huffpost, TechCrunch and Engadget, has content at scale second only to Google and ahead of Facebook, according to Jeff Lucas, Verizon Media\u2019s head of North American sales and global client solutions. That positions it between two content hubs that rely on user-generated content, making brand safety at scale one of Verizon Media’s top differentiators and value propositions.<\/p>\n

\u201cWe have an extremely close relationship with our user, who leans in every day to consume professionally produced, premium content that\u2019s totally brand safe,\u201d says Lucas, speaking with Beet.TV at Advertising Week. \u201cIt puts them in an environment of trust. We would never betray that trust.\u201d<\/p>\n

First-party data, transparency around data practices and customer trust shapes Verizon Media\u2019s work with advertisers \u2013 Lucas says he feels Verizon Media offers the best data in the business. He says the company has created a data ecosystem that includes customer data, customer safety and brand safety. That\u2019s good for both customers and for marketers, because in the right environment, customers are more likely to convert from ads. \u201cIf you\u2019re in an environment that\u2019s not brand safe, and you\u2019re seeing bad content, you\u2019re not likely to trust the advertisers that are building around that.\u201d<\/p>\n

As a media company part of the broader Verizon umbrella, Verizon Media is also looking ahead to coming developments around the 5G network, which Lucas says is \u201climitless.\u201d<\/p>\n

\u201cReally, what\u2019s endless is \u2013 think about production,\u201d says Lucas. \u201cThere\u2019s so much to do where marketers can get right there in the middle of it and see how it\u2019s going to affect their business. When it starts to get more widespread, you\u2019ll see it\u2019s a new revolution.\u201d<\/p>\n

This video is part of a series of interviews conducted during Advertising Week New York, 2019.\u00a0 This series is co-production of Beet.TV and Advertising Week.\u00a0 \u00a0The series is sponsored by Roundel, a Target company.\u00a0 Please see more videos from Advertising Week\u00a0right here<\/a>.\u00a0<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"

Verizon Media\u2019s data strategy is built on customer trust. The company, which owns media titles including Yahoo News, Yahoo Sports, Huffpost, TechCrunch and Engadget, has content at scale second only to Google and ahead of Facebook, according to Jeff Lucas, Verizon Media\u2019s head of North American sales and global client solutions. That positions it between […]<\/p>\n","protected":false},"author":21,"featured_media":62713,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"mc4wp_mailchimp_campaign":[]},"categories":[8108],"tags":[7237,7816],"_links":{"self":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/62710"}],"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\/21"}],"replies":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/comments?post=62710"}],"version-history":[{"count":0,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/62710\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/media\/62713"}],"wp:attachment":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/media?parent=62710"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/categories?post=62710"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/tags?post=62710"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}