![]() ![]() The process is slow and hard to scale, though, say Comcast and other Blockgraph industry early partners. In a hypothetical example using a network, like Viacom, and a marketer, like Ford, the two companies typically send their data to one of these services to run a data match at the individual level to see how to target an ad campaign. Today marketers, networks, and distributors use third-party data-matching companies such as LiveRamp, Acxiom, or Experian when they want to target subsets of users. Data matching in TV advertising is slow and hard to scale "If you want to run an addressable campaign, you have to do it across multiple distributors, across multiple networks with multiple pools of data, and there's no existing mechanism that allows you to do that until Blockgraph," he said. " is appropriately criticized for historically not having been as accountable or as targetable as other forms of advertising," Marcien Jenckes, the president of Comcast Cable Advertising, told Business Insider. The premise is that companies will sign on as clients to Comcast because its platform allows for decentralized matching across multiple data sets. Gathering data across these companies doesn't work because the data is sensitive and companies aren't willing to freely share this proprietary information, Manningham said.Ĭomcast says Blockgraph is the solution. ![]() That presents a challenge to marketers because audience data is fragmented across competing parties, Jason Manningham, the general manager of Blockgraph, told Business Insider. ![]() Have an account? Log in.įor a marketer to run addressable TV ads across multiple networks today, it has to match its consumer data to data owned by a third party to see which households or individuals it should target. This story is available exclusively to Business InsiderĪnd start reading now. ![]() Account icon An icon in the shape of a person's head and shoulders. ![]()
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