AMENIA, NY — There is more data available for TV ad buyers to leverage for improved targeting than many of them appreciate.
That is according to one executive who helps brands better understand their customers.
In this video interview with Beet.TV’s Rob Williams., Brad Danaher, VP, Advanced TV, TransUnion, said his company often finds itself “alerting” ad buyers to the growing range of datasets they could be tapping.
Clean Rooms Growing
“There’s a lot more data that’s actionable, that especially in the TV ecosystem that buyers don’t always realize is there, that they can use that is available, that can be paired with with media data… as opposed to basic demographics,” Danaher said.
Danaher also observed growing interest in – but not necessarily understanding of – “clean rooms”, the privacy-compliant environments allowing two partners to match their consumer datasets without actually sharing them with each other.
“You can merge use for analytics and activation, clean rooms and it’s a lot easier than than people think,” he said. “There is some work involved, but it’s it is a really growing area that I wish more more brands and marketers would take advantage of.”
‘Complete Picture’
TransUnion, which started in credit reporting but has moved toward marketing and advertising services, wants to help brands gain a “complete picture” of their customers.
“There’s a lot of data that is they can utilize and that so we’re often trying to alert them to here’s all the identifiers that we can use that you have the first party data that they have,” Danaher added.
“They often don’t realize that they can integrate it with what we have and provide a richer picture. So it’s (about) understanding identity possibilities as well as the data possibilities.”
Activating Audiences
Having a joined-up view of a customer is one thing – but being able to do something with it is another.
Danaher said TransUnion can help brands turn their understanding into targetable audience segments.
“The third part would be activating that they can actually we can use this create an audience segment and activate it through various channels,” he said.
“We often talk about this is how you can reach people where they’re really consuming media, which is which is important nowadays.”
You’re watching coverage of Beet Retreat Berkshires, presented by Magnite, Mastercard and TransUnion. For more videos from this series, please visit this page.
