Consumers are dividing their time among linear TV and newer streaming channels, spurring discussion about a cross-screen currency for measurement. But data and metrics have many other applications for businesses, said\u00a0Christine\u00a0Grammier<\/a>, head of TV measurement at data connectivity platform\u00a0LiveRamp.<\/p>\n \u201cWe see a vast ecosystem that uses data and metrics in different ways, not just for currency,\u201d she said in this interview with Beet. TV. \u201cWe think there will be many different ways to transact over time.\u201d<\/p>\n Consumer data applications for advertisers include media attribution, conversion events, business outcomes, viewability and fraud prevention. For publishers, consumer data can help to get a better understanding of their audiences.<\/p>\n \u201cIf you\u2019re taking the impressions that you\u2019re serving, not only understanding the reach and frequency they might be delivering, but then also getting all the way to business outcomes, you\u2019re able to create that transparency all the way to the bottom line,\u201d Grammier said.<\/p>\n LiveRamp prioritizes authenticated, opt-in data from consenting consumers.<\/p>\n \u201cWhen we think about responsible media at LiveRamp, we definitely start at the consumer. We to make sure we have their consent\u201d to gather personal and authenticated data, she said. \u201cYou ask for their permission, and in that moment, you also capture the information that allows you to potentially to deliver the targeting to them.\u201d<\/p>\n Connected TV platforms not only can glean viewership data from device identifiers and internet protocols (IPs), but also when they collect payment information.<\/p>\n \u201cMost of the inventory is actually authenticated because we are charging for it. We are creating authentication moments,\u201d she said. \u201cThe infrastructure, though, really wasn\u2019t built to use that authenticated data originally.\u201d<\/p>\n Advertisers have shifted their media spending to CTV and over-the-top platforms whose viewership provides incremental reach to linear TV.<\/p>\n \u201cWe see a lot of reach-maximizing strategies going on, and the consumers\u2019 eyeballs have moved to the CTV platforms,\u201d she said. \u201cThere will be a time when we\u2019re all using that authenticated data, that consented data.\u201d<\/p>\n Consumers are dividing their time among linear TV and newer streaming channels, spurring discussion about a cross-screen currency for measurement. But data and metrics have many other applications for businesses, said\u00a0Christine\u00a0Grammier, head of TV measurement at data connectivity platform\u00a0LiveRamp. \u201cWe see a vast ecosystem that uses data and metrics in different ways, not just for […]<\/p>\n","protected":false},"author":24,"featured_media":75548,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"mc4wp_mailchimp_campaign":[]},"categories":[8826,8844],"tags":[8204],"_links":{"self":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/75390"}],"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\/24"}],"replies":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/comments?post=75390"}],"version-history":[{"count":0,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/75390\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/media\/75548"}],"wp:attachment":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/media?parent=75390"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/categories?post=75390"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/tags?post=75390"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}