New APIs from Roku, Comcast and The Trade Desk are reshaping digital advertising, from self-serve campaign management to cross-platform measurement. But when it comes to identity and targeting, a new study finds that IP address matching is missing the mark.
According to a new report, IP-to-email matches are accurate just 16% of the time on average, while IP-to-postal matches are accurate only 13% of the time. (Oof.)
Scott McKinley shares his journey from professional cyclist and captain of the 1988 US Olympic Road Cycling Team to CEO and founder of data validation provider Truthset. The road was more linear than one might think.
The deal is a “platform investment,” in which Inverness Graham sees Alliant as a foundation to build on, potentially through further acquisitions.
TelevisaUnivision used its upfront stage to remind agencies and advertisers that Hispanic audiences drive business results. It shared ways buyers can work directly with it for targeting and measurement, plus new video currency options for media transactions.
More advanced targeting on CTV requires exponentially more data than demo-based targeting, but ensuring all that data is accurate – with consistency across linear and streaming – is a big challenge.
The quality of marketing data – or, rather, the lack thereof – is arguably as big of an issue as signal loss, but doesn’t get nearly as much ink. On Wednesday, data validation provider Truthset opened the doors of its data collective to help data providers independently test the accuracy of their consumer records.
The US Hispanic population is growing by leaps and bounds. But because of bad data, TV advertisers are still throwing darts at the wall to reach them. TelevisaUnivision unveiled a Hispanic household data graph during this year’s upfronts, and Omnicom Media Group is the first agency to include the new graph in its identity solution for campaign planning and measurement.
NBCUniversal highlighted three streaming-oriented companies it is considering – Conviva, Dumbstruck and Truthset – to create a framework for alternative currencies as it prepares to move away from legacy TV ratings giant Nielsen as the industry’s single currency provider. Kelly Abcarian, NBCU’s EVP of ad measurement and impact, again called for “measurement independence” and for […]
“Data-Driven Thinking” is written by members of the media community and contains fresh ideas on the digital revolution in media. Today’s column is written by Gareth Davies, co-founder at Truth{set}. Google’s announcement to deprecate the Chrome cookie within two years seals the fate of anonymous behavioral data and its underlying identifiers and technology. The move […]
