SANTA MONICA, Calif. – Stricter privacy laws and heightened public awareness about data sharing have pushed marketers and media companies to find ways to improve advertising campaigns while keeping batches of consumer information separate.
Data clean rooms provide a way for advertisers and publishers media companies to match consumer data without sharing it. Another goal also is to avoid spawning more “walled garden” media environments that limit the ability of advertisers to see if they’re reaching the same consumers too frequently across different platforms such as television, social media, search and ecommerce marketplaces.
“Something that we have to be very cognizant of and make sure we avoid is accidentally creating new ‘walled gardens,’” Travis Scoles, senior vice president of advanced advertising at Paramount, said in this interview with correspondent Tameka Kee at the Beet Retreat Santa Monica. “We hear a lot about clean rooms and all these other pieces that are kind of popping up, but I think there is a real risk that if we kind of firewall all of our information and our activation within our own publisher walls.”
Paramount offers advertisers ways to buy ad placements throughout its linear and digital properties. The company’s streaming outlets include its Paramount+ ad-supported video on demand (AVOD) service and its Pluto TV free, ad-supported television (FAST) platform.
“When we think about convergent buying, it’s no longer enough to just buy TV and buy digital, you have to buy this in totality,” Scoles said. “You have to start to think about things like reach and frequency and all these other pieces more holistically across all these platforms.”
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