Podcast: Digital Transformation Was Just A Dry Run For TV

AdExchanger Talks is a podcast focused on data-driven marketing. Subscribe here. This episode of AdExchanger Talks is supported by Tealium.

NCC Media may be the biggest TV media company you’ve never heard of.

A joint venture of cable TV operators Comcast, Cox and Spectrum, it was formed three decades ago to pool their data and sell cable TV ad inventory at the local level. It represents every other US telco player as well, leveraging a national footprint to build a scaled company that brings in $2 billion in revenue annually.

This week on the podcast we talk with Nicolle Pangis, NCC’s recently appointed CEO, about her vision for the company. That vision strongly centers on data – no surprise considering Pangis spent a decade focused on programmatic at WPP Group, most recently as COO of Xaxis.

“Quite frankly, I’d never heard of NCC” before being approached for the job, she says. “It really is at the epicenter of this opportunity for TV transformation. We’re literally the only company that can sell across all cable, all satellite and all telco inventory.”

The company also sees a colossal amount of home device and viewership information. That strength in both inventory and audience data means it has a huge opportunity to build a platform for data-driven TV ad buying. Pangis plans to seize that opportunity.

She says, “The biggest knock on the digital side is that we lost our way and forgot that advertising is about moving consumers, creating experiences for consumers. We have an opportunity in television as we create this transformation to do it without creating that noise with the consumer and actually allow the data to inform how to connect brands with consumers across all these channels.”

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