As the advertising industry grapples with signal loss and the diminishing reliability of common identity markers, the hunt is on for more durable frameworks to connect with audiences, particularly in the booming connected TV space.
Some think a direct, authenticated relationship with a consumer, built on deterministic data like a physical address or a verified email, provides a far more stable foundation for targeting and measurement.
Kemal Bokhari, head of data, measurement, and analytics at DISH Media, believes the company’s direct-to-consumer model for both its satellite and streaming services gives it a significant advantage. “I had read a quote that said that data is the new oil, but I think data is the new everything,” Bokhari said in this video interview with David Kaplan.
Avoiding the IP address trap
When asked about the challenge of identity resolution in a world with fewer signals, Bokhari said: “We don’t have that problem.” He pointed to the authenticated nature of DISH’s customer relationships. “Between DISH Network, because there’s a satellite on your roof, you need a precise address, there’s a credit check. And with Sling TV, we require an email address, a first name, last name, there’s a credit card, and there’s authentication where we verify the email address.”
This deterministic data allows the company to operate without relying on what Bokhari sees as inferior signals. “We have very robust signals. We do not rely on IP addresses, the way that some of these other CTV players do,” he said. “All the viewing that is done on Sling TV specifically, is done through an authentication.”
He claimed that because only 13% of IP addresses are accurately matched to a household, the method “really significantly undervalues IP targeting. And for that reason, we feel that we have very robust identity and we have no need for IP addresses.”
Not grading its own homework
For Bokhari, the key to advertiser trust is validation from neutral, third-party arbiters. He stressed the importance of independent verification to avoid any perception of bias.
“Third party measurement is a huge part of addressable TV,” he said, naming partners like Crossix and IQVIA. “Their number one job is to measure scripts for an ad campaign for these large advertisers. And them being independent says a lot because we’re not grading our own homework.”
The independent measurement debate is happening amid the industry push for greater standardization and transparency in a CTV landscape that is projected to see ad spending near $100 billion by 2027.
DISH Media recently launched AdvantEdge, a solution designed to unify audience targeting and measurement across both linear TV and its streaming services, powered by the first-party data he champions.
