Data Privacy Is Top Concern When Buying Audiences: Horizon’s Laura McElhinney

SAN JUAN, Puerto Rico – Worries about data breaches and loss of privacy have led to stricter laws in many of parts of the world to give people more control over their personal information. These concerns are top of mind for advertisers and their agencies as they seek to make advertising campaigns more effective at […]


Horizon Media’s McElhinney On The New Dawn Of Data In The Agency

SAN JUAN, Puerto Rico — These days, ad agency holding companies don’t only build media plans and buy. Many have also become full-fledged data operators, offering their brands measurement, audience profiling and more. In this discussion at Beet Retreat San Juan, Laura McElhinney, Chief Data Officer, Horizon Media, explained how that is changing her agency. […]


As Cookies Sunset, Horizon’s McElhinney Taps TransUnion For Identity

BOSTON – As the clock ticks down to Google’s deprecation of third-party cookies by 2022, more ad agencies are seeking alternative methods of targeting audiences. Increasingly, a consensus for the way ahead looks like being “identity graphs”, software systems which offer up a PII-compliant way to use profiles on millions of consumers. In the latest […]


Break The Silos: Horizon’s McElhinney On The Evolving Agency World

The changing capabilities of data-driven TV advertising are forcing ad agencies to change. In a panel dubbed “Finding A Path to Deterministic TV” at Beet Retreat In The City, Laura McElhinney, Chief Data Officer, Horizon Media, explained how her agency is adapting. McElhinney told Furious Corp CEO Ashley J. Swartz how Horizon is seeing challenges […]


Horizon’s McElhinney Explains The Need For Deterministic ID’s

Amid the push for more performance-based advertising campaign outcomes from deterministic consumer identities, Horizon Media is building its own identity solution. “With the help of our partners, we can now attach that ID to build the deterministic ID. That’s going to allow us to advertise more one to one and get more toward people based […]