SANTA BARARA — Is relevance still… relevant?
For years, marketers have talked about reaching a point in the advertising ecosystem where they can know so much about their audiences that they can craft and customize the most precise messages and content for consumers.
That is still the hope, but getting there is going to take some foundational components, a conference on the topic of “relevance” in advertising heard.
“Ultimately if media companies and advertisers and marketers are going to be able to deliver good, relevant content, it has to start with understanding consumer behavior and understanding consumer identity,” TransUnion’s Matt Spiegel told Beet.TV in this video interview.
“How we can provide information about consumers so that you can make sure you’re dealing with as much certainty as possible?”
That’s something Spiegel has been working on since this summer, when he joined TransUnion, a credit score and identity protection company, from MediaLink, a strategic advisory.
Why did Spiegel make the switch? In TransUnion’s words: “His expertise will further TransUnion’s ability to deliver the addressable solutions required by enterprise marketers and media companies to make informed modeling, strategic investment planning and digital targeting decisions.”
And that makes relevance, well… relevant.
“Part of what we’re doing is being able to use that kind of intelligence to provide targeting segments, both custom-built as well as syndicated audiences, that allow us to help be that fuel,” Spiegel tells Beet.TV.
This video is part of a series leading up to, and covering the Xandr Relevance Conference in Santa Barbara. For more videos from the series, please visit this page. This Beet.TV program is sponsored by Xandr, a unit of AT&T.