SAN JUAN, PR — The explosion of devices, platforms and services through which to serve digital content and marketing messages gives brands and their agencies big new opportunities.
And also some big headaches. Because, whilst embracing multiple destinations and even closing the loop to consumer action can maximize audience, it also means many different masters to serve.
In this video interview with Beet.TV, Lisa Giacosa, EVP and global MD of data and analytics at Publicis Media’s Spark Foundry, explains that lack of commonality in the way agencies can buy across uniquely-different new video and TV platforms is causing a problem.
“TV attribution (is) great,” she says. “(There are) some great data sources out there. (But) we don’t have a common currency yet – in order to get a full picture across the industry … we have to work with multiple partners.
“It makes it a very cost-prohibitive opportunity for clients to get the full picture. We can work with set top box data, we can work with connected TV data, we can work with ad server data, all of those areas. But the reality is that that’s then dipping into multiple data sets that cost multiple times and also aren’t interconnected.
“If you think about the data you might get off of a Sony TV versus a Vizio TV, you’re potentially looking at very different data sets.”
She is calling for commonality and consistency. But she says legislation in GDPR and CCPA have introduced commonality in a way that doesn’t understand what agencies are trying to do – namely, give viewers control over the ads they receive.
She wants either an independent body to ensure checks and balances on the industry or a coalition of suppliers or buyers to hold the industry accountable.
Giacosa was interviewed by Jon Watts at Beet Retreat San Juan 2020, where she was a participant.
This video was produced at the Beet Retreat San Juan 2020 sponsored by 605, DISH Media, NBCU, Roundel & Tubi. For more videos from the series, please visit this landing page.