SAN JUAN, Puerto Rico – People’s concerns about privacy and stricter regulations on data sharing are pushing brands, agencies and media companies to adopt data clean rooms. The technology helps to match data records without sharing the information, helping advertisers to harness first-party data when working with media companies such as Spanish-language broadcaster TelevisaUnivision.
“We’ve been spending a lot of time and effort investing in our household graph that’s composed of all the different touch points across the ecosystem of premium video,” Brian Lin, senior vice president, product management and advanced advertising at TelevisaUnivision, said in this interview with Beet.TV contributor Tameka Kee at the Beet Retreat San Juan.
“We want to make it easier for marketers to be able to plan, optimize and activate on those audiences,” Lin said. “What clean rooms do for us is we are able to do that connection in a system where our data doesn’t leave our environments — and it starts to help give insights to the brand advertisers and the agencies to do better planning.”
Data are an important resource in audience measurement, and TelevisaUnivision is pushing measurement providers to avoid undercounting the Hispanic audience.
“Or job is to be the voice of diversity and inclusion, and to ensure that the Hispanic market is properly represented,” Lin said. “Oftentimes the voice of TelevisaUnivision has to be ensuring that proper sampling, proper representation is there of our viewership.”
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