As traditional ad tracking mechanisms like cookies diminish, the industry is scrambling to reinstate a viable method of identifying audiences.<\/p>\n

Amongst the leading contenders are “identity graphs”, software-driven collections of data that aggregate a number of signals about users into an inferred profile.<\/p>\n

In this video interview with Beet.TV, Kemal Bokhari, General Manager, Data and Analytics, DISH Media Sales, says they will be the key that unlocks the advertising future.<\/p>\n

Graphing the future<\/h2>\n

“Identity is the most important part of addressable,” Bokhari says. “Identity is going to be key as cookies die off.<\/p>\n

“Addressable always sends relevant ads to the consumer. The consumer, right now, is overloaded with a lot of advertising that is not relevant to them.<\/p>\n

“We have a strong belief that relevant ads are more productive and more useful to the consumer because they get to see ads for products that they’re interested in.<\/p>\n

“And identity graphs will make that even more one-to-one targeting to get them the relevant ads instead of the irrelevant ads.<\/p>\n

Partner support<\/h2>\n

DISH, of course, already has sight of its own viewers’ identity, by virtue of being the keeper of subscription relationships.<\/p>\n

But it has also called on partners to layer on additional data.<\/p>\n

“With our first-party data, we are in a unique position that we have that relationship directly with our subscribers,” Bokhari says.<\/p>\n

“And we work with TransUnion to set up a crosswalk with another media agency where they’re able to connect, in a privacy-friendly way, to our subscriber information.<\/p>\n

“They can then push to us audience segments that they want to run on DISH and Sling platforms.”<\/p>\n

Accelerate change<\/h2>\n

The benefits? Cost and speed, Bokhari says.<\/p>\n

“In the past this media agency would have to send the information to safe haven,” he says.<\/p>\n

“And then, the safe haven would then have to push the audience to us.<\/p>\n

There would be somebody in between, and there would be costs at each step of the way.<\/p>\n

“By doing this direct relationship, we’re able to eliminate that extra step.”<\/p>\n

You are watching \u201cThe New Media Reality: A Consumer-Centric View of Identity and Personalization Emerges,\u201d a Beet.TV Leadership Series presented by Transunion. For more videos,\u00a0please visit this page<\/a>.<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"

As traditional ad tracking mechanisms like cookies diminish, the industry is scrambling to reinstate a viable method of identifying audiences. Amongst the leading contenders are “identity graphs”, software-driven collections of data that aggregate a number of signals about users into an inferred profile. In this video interview with Beet.TV, Kemal Bokhari, General Manager, Data and […]<\/p>\n","protected":false},"author":15,"featured_media":69771,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"mc4wp_mailchimp_campaign":[]},"categories":[8545],"tags":[4889,8557],"_links":{"self":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/69574"}],"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=69574"}],"version-history":[{"count":0,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/69574\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/media\/69771"}],"wp:attachment":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/media?parent=69574"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/categories?post=69574"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/tags?post=69574"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}