The evolving landscape of programmatic advertising demands data-driven strategies to ensure that advertisers are fulfilling their perpetual mission of reaching the right audiences at the right time.
“Horizon Media defines success as being as data-driven as possible,” Nav Singh, vice president and managing director of programmatic at Horizon Media, said in this interview at the Beet Retreat San Juan with Beet.TV.
With advancements in device graphs and automated content recognition (ACR) data, agencies now have the ability to make more informed decisions.
Singh emphasized the continuous need for education, both internally and for clients.
“It’s about education every single time,” he said. By understanding the capabilities of available technologies, Horizon Media aims to guide clients through the complexities of the TV and digital advertising ecosystem.
A key tool in Horizon Media’s arsenal is Blue, the company’s proprietary identity graph.
“With Blue, we can match client first-party data and make it translatable and modelable into a programmatic ecosystem,” Singh said. This approach allows for more precise targeting and data analysis, addressing historical blind spots in advertising measurement.
“For the first time ever, you can measure TV,” Singh noted, emphasizing the ongoing advancements in programmatic technology. He positioned agencies like Horizon Media as strategic navigators in the advertising landscape, acting as consultants, educators and technology licensors.
“We’re kind of like our clients’ personal shopper, helping them navigate and be as effective as possible,” he said.
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