MIAMI — Media companies have invested heavily in identity infrastructure and first-party data capabilities to reach specific consumers at precise moments, but many still lack insights about which creative messages will connect with those carefully targeted audiences.
“Media publishers right now have an enormous opportunity to take advantage of the data that they have in-house,” Zora Senat, chief commercial officer at Cuebiq, told Beet.TV contributor David Kaplan at POSSIBLE. “They know precisely how to target a specific consumer in a specific place at a specific time, but what they don’t know is what sort of advertisement will resonate with that consumer.”
This gap represents where behavioral intelligence becomes critical for media company differentiation beyond targeting capabilities alone.
Marketers gain strategic business influence
Behavioral intelligence applications extend far beyond advertising optimization as marketers assume broader organizational roles that inform sales strategy, packaging decisions, store operations, business continuity planning, and site selection.
“Marketers are taking on a more strategic role across the business. They understand the value of first party data, combining it with unique and differentiated insights,” Senat said. “Marketers have a seat at the table in terms of informing the strategies of everything that surrounds advertising, not just the ad spend.”
This elevation requires sophisticated data combinations that support strategic decision-making across multiple business functions.
Transaction data completes location insights
Cuebiq’s partnership with Affinity Solutions combines location tracking from 10 million daily active users with transaction data from 3,000 financial institutions covering 95 million adult consumers, enabling attribution beyond store visits to actual purchase behavior.
“With Affinity Solutions, we have access to information at the card level. We join that information with our panel and then we’re able to say, ‘This person walked into your store, but they also made a purchase or they walked into your store and made an incremental amount of purchase,’“ Senat said.
This combination addresses client demands for complete funnel measurement using deterministic data rather than modeled approaches.
Outcomes need measurement frameworks
Different stakeholders prioritize varying success metrics, from store visits to sales lift to brand awareness, requiring measurement systems built on clean, composable data that adapts to diverse business objectives.
“One advertiser cares about in-store visits and another one might care more about sales lift and brand awareness,” Senat said. “Having good quality data at the foundation that can be configurable to the use case, configurable to the business that you’re trying to make an impact with” becomes essential.
Cuebiq’s deterministic device-level relationships provide up to 100 pings per device daily, creating high-velocity datasets for various outcome configurations.
Brand affinity insights drive differentiation
Publishers can enhance targeting precision by incorporating behavioral data that reveals consumer brand preferences and purchase agnosticism, enabling more strategic advertisement selection beyond demographic and timing optimization.
“We can tell you exactly what brands consumers have an affinity toward or which consumers are a little bit more agnostic between certain brands,” Senat said. “That’s the type of information that every advertiser’s going to want to capitalize on.”
You’re watching “Bridging the Gap: Connecting In-Home TV Viewership to Real-World Outcomes” a Beet.TV Leadership series at POSSIBLE 2026, presented by Cuebiq. For more videos from this summit, please visit this page.
