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 […]

 
 

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 […]

 
 

AT&T Data Helps Fuel Turner’s Quest For Guaranteed Campaign Outcomes: SVP Aversano

AT&T’s more than 170 million consumer relationships—north of 140 million of them in the mobile space—generate a ton of data. For Turner, the data from those relationships will be the basis for optimizing and guaranteeing campaigns based on business outcomes. Such guaranteed optimization could emerge by late this year or early 2020, Turner’s Dan Aversano […]

 
 

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 […]

 
 

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 […]

 
 

Mapping Identity is the “Holy Grail” in the Advanced Television Universe — Coming into Focus on March 5 at Beet Forum

The need for industry collaboration is a consistent theme when advanced television is discussed. Nowhere is this more salient than in the quest to determine the identity of individual viewers and design unduplicated reach curves for advertising. Because while unduplicated reach has been attainable in digital media, “when we start to include television or traditional […]

 
 

4INFO Is ‘Connective Tissue’ For Cross-Screen Video Identity: CEO Jenkins

While a “TV identity graph” may sound simple, it consists of a whole lot more than television sets. To the tune of some 6.9 connected screens in the average household, according to 4INFO CEO Tim Jenkins. “It’s interesting that somebody would try to separate television from the broader identity ecosystem,” Jenkins says in this interview […]

 
 

Mobile Has Driven TV Identity Matching: 4INFO CEO Jenkins

SAN JUAN — Across the media business, the emergence of new TV platforms and new legal limits on ad targeting have sent people scrambling toward a single goal – creating people-based profiles that describe individual consumers in their entirety, not just the life they represent on individual devices. But, whilst adding consumers’ TV, video and […]