SAN JUAN, PR — The new world of digital marketing promises advertisers the ability to link consumer outcomes like sales back to advertising exposure, and so to price ads accordingly.
But the emerging focus on “attribution” and “outcomes” doesn’t come as easy as it sounds.
“Data is not sexy,” Hinnant says, in this Beet Retreat townhall interview. “It’s really a tough business. And the more you have, the more that you know that, Hey, there’s more work to be done to clean it up and to make it usable and intelligible in order to make business decisions off of it.
“So there’s a lot of datasets out there, a lot of closed loops, a lot of people coming out and saying, ‘Hey, we have measurement’. But it’s really trying to figure out, ‘How do you decipher that and how do you aggregate it, bring it together so it can be actionable data at a large scale?’
“It’s one thing to do outcome-based measurement. It’s another thing to say, ‘Okay, now I’m going to take that outcome and I’m going to plan and try to optimise off of them’.”
At the same event, 605’s Noah Levine also said much of attribution is a “house of cards” due to insufficient focus on data provenance.
Hinnant was in January promoted to chief revenue officer after working in national ad sales for Comscore.
Comscore merged with TV measurement firm Rentrak in 2016, creating a company with capabilities across both TV and online channels.
Xandr & Comscore in August announced that the former will be the measurement and currency provider for Xandr’s Addressable offering, inclusive of DIRECTV, Altice USA, and Frontier.
The interview was conducted by Ashley J. Swartz, CEO of Furious Corp.
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.