If you are in the ad targeting game, it helps to know who your viewers or readers are. Traditionally, TV has suffered from inadequate knowledge about those viewers. The industry has come to call this “probabilistic” targeting.
But its flip side, “deterministic” targeting, promises to give advertisers more accuracy by using real viewer data to find the known audiences.
In this video interview with Beet.TV, 605’s chief revenue officer Noah Levine describes the value of that deterministic data, which connected TV devices can now supply.
“The key difference about what deterministic TV viewership data is, compared to others, is that there’s an ability to associate identity through a safe haven so that data can be activated at that individual household level,” he says.
Despite the existence of a fragmented TV ecosystem with distinct buying methods, that real viewing data will allow advertisers to buy seamlessly, Levine reckons.
“We have a national ad market, we have a local ad market, we have an addressable ad market – they’re all planned and transacted separately in silos,” he explains.
“Deterministic TV viewership data … allows for the types of insights at scale to be able to combine these three disparate television advertising markets.
“But also (you can) take deterministic digital data or deterministic CRM data or deterministic purchase data or whatever first-party data an ad seller or a marketer might have, or third party data… to be able to plan, activate, measure and perform attribution and then close the loop from an optimization perspective.”
It combines viewing data from:
- Charter Communications’ Spectrum cable subscribers.
- Inscape, the company taking actual viewing data from Vizio TVs using automatic content recognition (ACR).
But Levine says data isn’t enough. In TV, deterministic – which still isn’t captured by 100% of all TV sets – also depends on a projection model which can extrapolate out across the national footprint.
This video is part of a series of interviews conducted during Advertising Week New York, 2019. This series is co-production of Beet.TV and Advertising Week. The series is sponsored by Roundel, a Target company. Please see more videos from Advertising Week right here.