LOS ANGLES – How do you solve ad targeting when the fabric of the practice is being torn up? By dealing with real people.

That’s according to one ad agency exec using proprietary technology to maintain audience relationships as accepted targeting methods wane.

In this video interview with Beet.TV, Karin Mihkels, EVP, Partnerships & Business Development at Matterkind.

Matterkind is the new name for Cadreon, the Interpublic Group addressable media unit that was aimed at making better use of data.

It leverages assets from IPG data company Acxiom, which the agency holding group previously acquired.

That is timely, because Mihkels says ad buyers are having to respond to the withering of traditional ad targeting techniques, thanks to three trends:

  1. “The degradation of the cookie.”
  2. “A lot of brands recognise that they enjoy access to a lot of valuable first-party data.”
  3. “A lot more regulations coming to the marketplace.”

The identity grab

Across the industry, people are transitioning to replace those traditional methods with techniques that are more about gaining direct audience relations, with permission.

Mihkels says that is possible using technology.

“We have a proprietary set of tools which enable us to, first and foremost, create audiences, addressable audiences – proxies, people – and then find those audiences across any digital addressable media platform and drive performance and results by creating a feedback loop,” she says.

“(It is a) fast feedback loop that enables us to see how that performance is delivering against specific audiences and optimising in real time. Identity becomes core to that. And so it’s really at the centre of what we do at Matterkind.”

Audience expectations

It is one more piece of the industry’s grand transition from indiscriminate data use to leveraging real audience data.

That shift is resetting the balance of power. Audiences, if they are to be expected to sign up and give their data, are expecting something in return.

“They recognise that this needs to be a value exchange that they’re comfortable with,” Mihkels sees.

“If they’re going to share their personal information, they want to be able to get something valuable in exchange.


That is why publishers and brands themselves are involved in concerted efforts to provide content and experiences that may compel consumers to provide email addresses or complete forms, for example.

“Addressability is about one-to-one marketing, so reaching a specific individual regardless of channel, and that’s where we’re trying to go,” says Matterkind’s Mihkels.

“It’s the ability to really focus on reaching that customer, regardless of channel.

“Not a channel centric strategy or approach to marketing, it’s really an audience centric approach to marketing. And it’s easy to say, it’s not as easy to do.”

You are watching “The New Media Reality: A Consumer-Centric View of Identity and Personalization Emerges,” a Beet.TV Leadership Series presented by TransUnion. For more videos, please visit this page.