Because The Onion’s readership demographics are much different than Univision’s heritage Hispanic-oriented properties, Univision is trying to provide flexibility for advertisers who want to buy across its whole portfolio for reach or by vertical for better granularity.
Univision uses its data management platform UDMP for audience segmentation.
Similar to Hearst’s Core Audience (where Katz has also hung his hat), Mosaico and UDMP act as the “gateway” into Univision’s network of content and audience data.
This data infrastructure may give the publisher an advantage at a time when concerns over commoditization are driving marketers to more heavily scrutinize third-party data, or at least to carve out customized segments.
“It’s becoming where people feel like everyone’s buying the same data, and you don’t always know where it’s coming from,” Katz said. “Obviously we want to maintain control over our first-party data, but in a way that benefits advertisers.”
Like Time Inc.’s acquisition of Viant, this type of publisher investment in data and ad tech is seen as one way to mitigate the potential shortfall of third-party data.
“We want to get beyond the standard ‘Let’s use the DMP to target people’ or standard reach extension to create something unique,” Katz said. “From a targeting perspective, owning that data makes such a difference,” as opposed to only licensing it.
Owning the data allows Univision to deploy cross-device analytics between its sites and apps, which goes far beyond basic behavioral onsite targeting.
And although it’s early days, Univision’s broadcast offering may eventually tie in TV.
“Our company has an ongoing initiative with AOL One for [linear programmatic] TV,” said Fernando Rodriguez, SVP of sales and operations for Univision. “It makes sense that at some point, this will all converge and you’ll activate data and insights that go across all digital channels and TV through programmatic.”