SAN JUAN, PR — In an industry with a marketplace of buzzwords, “addressable” and “deterministic” TV have risen up the charts over the last year.
But what is addressable TV, and what is deterministic data?
In this video interview with Beet.TV, DISH Network’s GM of data and analytics Kemel Bokhari offers his take.
“We define addressable as deterministic data,” Bokhari says. “That’s when you are able to target a specific household because you have the right information versus others in the marketplace that may use a device graph or IP address or email address, which is not deterministic.
We have the first name, last name, street address of our consumers, so we’re able to match them to other data sets so we know one-to-one from a targeting perspective, this is the right household and this is the household that gets that specific ad because that’s the audience our advertiser is looking for.
“Deterministic is one-to-one targeting. It’s like you know that John Smith is in this household and John Smith is in the market for a vehicle, and we know one-to-one from using … data that this is the right household to target for an addressable ad.”
Together, DISH and Sling offer a footprint of nine million households available for addressable ad purchases.
Bokhari was interviewed by TV[R]EV co-founder Alan Wolk at Beet Retreat San Juan 2020, where he was a participant.
This video was produced at the Beet Retreat San Juan 2020 sponsored by 605, DISH Media, NBCU, Roundel & Tubi. For more videos from the series, please visit this landing page.
