LONDON, UK — Ad agency Dentsu will trial collaboration with UK broadcasters to leverage its own audience insight panel in 2024.
CCS is Dentsu’s worldwide survey with more than 400,000 respondents in over 70 markets, comprising 10,500 attributes, giving Dentsu insight into areas such as consumer interests, passions, values, trust drivers, motivations, and needs.
Speaking to me at The Future of TV Advertising Global 2023, presented by Index Exchange, Will Gough, AV Product Lead, Dentsu, explains the plans.
Clean Rooms for Panel Data
In the quest for effective collaboration, Dentsu is turning to clean room technology.
“We are working with a couple of clean room providers, so we are kind of really looking to work with them to really surface our CCS panel, (which is) is our own proprietary panel of 10,000 respondents in the UK,” says Gough.
Clean rooms provide a secure environment to match their CCS panel across as many partners within the TV space as possible. It also allows Dentsu to pair it with the third-party audience capabilities to scale audiences up.
Broadcaster Partnership
While Dentsu hasn’t yet collaborated directly with broadcasters, Gough revealed that they are planning some trial runs in 2024.
The goal is to understand how to bring their CCS panel to broadcasters like ITV and Channel 4.
They have also done some work within the VOD space, matching their CCS panel to first-party audience building capabilities and scaling audiences up.
Collaboration for Growth
According to Gough, “Collaboration is needed right across the industry to really drive growth not only for the legacy advertisers or legacy companies that work in this space, but also the new entrants that are appearing and also the big streamers that are now allowing ads”.
In particular, he believes that collaboration in audience identification and measurement can benefit everyone in the industry.
However, he concedes that achieving this level of collaboration is easier said than done.
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