SAN JUAN, PR — In the last decade of media, the industry may have conditioned itself to think of digital platforms and online connectivity as offering the best opportunities.
But that before the rise of super-powered new TV ad capabilities, and before the sun started to set on some of digital’s key levers.
In this video interview with Beet.TV, Brad Danaher, Experian Marketing Solutions’ TV solutions director, says: “Our identity solution is based in offline data, which we see as different than more of a cookie-based solution, which is obviously going to be affected by the Google announcement.”
Danaher is referring to Google’s plan to eradicate all third-party cookies from its Chrome browser by 2022, ending the era in which the humble cookie text files have been the prime method of tracking web users.
“Offline data … provides a lot of consistency as well throughout campaigns,” Danaher adds.
The TV ad offering is being upgraded with the ability to do targeted, digital-style deliveries and to help ad buyers better manage the reach and frequency of their ad exposures. But Danaher says TV executives are using the power more wisely.
“The TV industry, I think, has learned from … what’s going on in the digital industry and is also very focused,” he says.
“I would say one of the key differences is the media sellers have an ongoing relationship with their customers. They do not want to mess that up. They want to protect the privacy of the subscribers to their services. They have a much more, shall we say, skin in the game to keep privacy paramount.”
Danaher was interviewed by TV[R]EV co-founder Alan Wolk at Beet Retreat San Juan 2020, where he 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.