Customer data have become more valuable as marketers adopt newer technologies to unlock insights such as the best ways to reach their clientele across a variety of media platforms. These methods are helping advertisers to wean themselves from tracking cookies that have underpinned online marketing for the past 30 years.
“In the olden days we could rely on cookies and other kinds of identifiers. Those things are becoming less and less relevant by the day,” Sam Bloom, head of partnerships at advertising agency PMG, said in this interview with Beet.TV at the Go Addressable 2024 summit in New York.
“Addressability is extremely important,” Bloom said. “When you think about addressability, it’s those companies that have a direct relationship with the consumer … To buy ad impressions that, in fact, are linked to households is more critical than ever.”
Bloom joined PMG as part of a merger with his former company, Camelot Strategic Marketing and Media, whose capabilities included managing cross-platform campaigns on traditional linear television and digital video streaming.
“A lot of consumption has gone digital, but more importantly, what we want to do is take the best of…the high-quality linear content, high-quality linear delivery, less cluttered environments in many cases,” Bloom said. “But we want to be able to stitch that across natively digital things as well as things that people still watch: sports, news, you name it.”
You’re watching Beet.TV coverage of “Go Addressable 2024: TV, Unified – The Intersection of Addressability & Innovation,” presented by Go Addressable. For more videos, please visit this page.
