Cross-Screen Identity Rests On Cooperation, Not Technology: Comscore, NCC Media, Nielsen

A big conundrum in cross-screen audience targeting is the need for cooperation across a multitude of potential partners even as the number of partners continues to multiply. And technology itself isn’t the white knight it was once thought of, judging from a panel discussion at the recent Beet.TV leadership forum. The panel titled Making Identity […]

 

Marketers Should Not Expect One Central Identity Graph: Comscore, NCC Media, Nielsen

Marketers that are seeking to better understand consumers’ identities need to start by earning consumer trust and then build platforms that are “privacy by design” were two main takeaways from a panel at the recent Beet.TV leadership forum. It seems likely there won’t be one central identity graph for each person judging from comments by […]

 

Xandr’s Ad Graph Will Scale Up To 5G

A few short years ago, few could have predicted that Game Of Thrones, Wolf Blitzer, basketball stars and broadband infrastructure engineers would be rubbing shoulders in the same company. But that’s what the modern AT&T – incorporating WarnerMedia’s Turner and CNN – now looks like. For the corporation – like Verizon alongside it – it […]

 

Brands Bringing Own Data To The Multi-Graph, GroupM, Hearts & Science Execs Say

In the emerging world of targeted marketing, knowing your customers and prospects is becoming essential. As that importance grows, so does the position of companies offering identity “graphs”, records of consumer profiles. In this panel discussion at Beet.TV’s Identity In Focus leadership forum, two ad agency executives discuss how identity is being pieced together by […]

 

Three Fundamentals For Customized Ads: Viacom’s Bevilacqua

Viacom wants to help deliver TV ads that are targeted at individual viewers. It just needs three industry challenges to be overcome first. Back in 2015, Viacom was one of the first broadcast owners to sell ads based on data about advertisers’ audiences. The product it launched to do that was called Vantage, and is […]

 

4INFO, TiVo Explain TV’s Growing Contribution To Discerning Consumer Identity

Every new breakthrough in understanding television viewer identities creates more complexity for buyers. A case in point is being able to use set-top box data to show how linear TV viewing impacts other media and advertisers’ business outcomes, as underscored by a panel discussion at the recent Beet.TV leadership forum titled Identity in Focus: Understanding […]

 

Beyond The Last Click: Nielsen’s Krepsik

Since time immemorial, digital marketing has credited an online conversion to the last click a user made before the purchase was made. But that doesn’t just ignore the plethora of exposures a consumer may have had to a marketing message prior to the last click; it also arguably fails to utilize the growing number of […]

 

Matt Prohaska Maps The Rise Of Consumer Identity Tracking

Consultant Matt Prohaska has been into digital media from its cookie roots to the modern day quest to track consumer identities across platforms. A frequent Beet.TV contributor, Prohaska also was a key participant in the recent leadership forum titled Identity in Focus: Understanding the Cross-Screen Consumer in a Fragmented World. In this event recap, Prohaska, […]

 

Comscore Raises Curtain On NBCU’s Outcome-Based Movie Campaign Guarantee

Like many companies, Comscore plays an important role in seeking to derive unduplicated reach curves for television audiences, along with other data advancements. It recently played a key role in a project with NBCUniversal in which NBCU guaranteed business outcomes for the first time, in a campaign for the movie The Upside. Comscore’s seat at […]

 

Viacom’s Bevilacqua On The Vantage Advantage

Back in 2015, Viacom was one of the first broadcast owners to sell ads based on data about advertisers’ audiences. The product it launched to do that was called Vantage, and is now also used by rivals like Fox. In this video interview with Beet.TV, the man who runs it explains the undertaking. “How do […]

 

How [M]Platform Helps GroupM Identify Audiences: Tanwir Danish

Time flies, and it is now almost two years since GroupM, the world’s biggest ad-buying agency, reorganized its early programmatic ad buying initiatives in to [M]Platform, a new cross-agency unit. [M]Platform, the rationale went, would be a “suite” that comprises data analytics, audience insights, data scientists, technologists from across other GroupM divisions, including the Xaxis […]

 

4INFO’s Tangredi On The Quest For Universal ID’s

As identity resolution migrates from digital media to various forms of television, there are gaps to close as turf wars abound, says 4INFO’s Mari Tangredi. The end goal is to bring “some of the things that people have gotten used to in digital forward into the TV space. We’re bridging that gap between them.” From […]

 

How Brands Can Get A Handle On Their Data: 4INFO’s Jenkins

If data really is the new oil, how do you know where to drill? And how do you extract and refine the black stuff, once found? Most marketers now understand the importance and the power of acquiring, segmenting and targeting against distinct audience data characteristics. But, as they jump in, many skip over the strategy […]

 

To Leverage Identity, ‘Data Disconnect’ Must Be Bridged: Hearts & Science’s Matts

Using data to power identity graphs requires talent and a new way of looking at media planning and activation. But it’s all of little use unless creative and media people at agencies form effective means of collaborating, according to Erin Matts. The newly appointed U.S. CEO of Hearts & Science sees progress being made on […]