SANTA MONICA, CA – Privacy regulations in many regions have pushed marketers to be more mindful of how they collect and share consumer data. Some of the rules are an additional hurdle when they seek to use data about their own customers to improve their advertising campaigns.

“When you’re looking at the way that third-party data is collected specifically for audiences, it’s important that you understand the way that the data providers are collecting that data,” Ali Mack, head of TV and agency partnerships at consumer-data company Experian, said in this interview with Beet.TV contributor Rob Williams at the Beet Retreat Santa Monica.

US TV and CTV Ad Spending

Data assets are valuable for choosing what kinds of audiences to target through different media channels, especially as the television landscape grows more fragmented with connected devices.

“It’s important that you find a data asset for those identity sources that line up to the accuracy of the third-party data that you’re using,” Mack said. “Because the more types of jumps that you have within that data, the harder it is going to be to have that consistent and reliable identity throughout the campaign.”

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