SANTA MONICA, Calif. – Streaming advertising is growing, but advertisers face challenges in consistently reaching the right audiences across different media partners and platforms.
This is due to discrepancies in how various “householding” solutions match consumer identifiers to target households, according to David Levy, CEO of advanced advertising company OpenAP, in this video interview with Beet.TV.
“Ultimately that just creates a lot of noise and mess. And what it looks like is the audience or the campaign was very off target,” Levy warned.
Accuracy and Consistency are Key
The core challenges are not with the identifiers themselves, but with the accuracy and consistency of the identity data used to map them to households. Different providers may disagree on which identifiers belong to which households.
Even if the same audience is sent to all programmers for a campaign, each may use different methods to map identifiers like ad IDs, device IDs, and IP addresses to households for targeting. Post-campaign, measurement companies then use their own householding solutions to resolve exposure data back to the audience.
“The biggest issue that I see at the moment is you’re using multiple different data providers who all have differing views on which identifiers belong in which households,” Levy said.
Transparency and an Audit Process
OpenAP, which is owned by Paramount, NBCUniversal, Fox and Warner Bros. Discovery, is pushing for more transparency and consistency in audience targeting.
“What we’re really going to be pushing is more transparency and consistency to make sure that there’s almost like this audit process throughout the campaign,” Levy said. The goal is to ensure the same approach is used by every media partner to translate an audience into targeting information.
Another OpenAP initiative is its “streaming data service” – a clean room technology that allows media partners to bring their viewership and ads data into their own clean room environments.
Advertisers can then query across multiple programmers’ clean rooms simultaneously to get de-duplicated insights for planning and measurement, without any individual-level IDs being shared. “You can adhere to privacy protocols without sharing any information about individuals, but you can also get important marketing insights,” Levy said.
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