The shift in viewership from linear TV to streaming video has transformed the way advertisers seek to reach target audiences. Data-driven targeting strategies have become more prominent as consumers spend more time with digital media.
“TV has completely changed. We’ve been trapped in our houses and watching a lot more of it, but at the same time, a lot of the platforms started to come out to give Netflix competition,” AJ Kintner, executive vice president of advanced video strategy at Publicis Media Exchange (PMX), said in this interview with Beet.TV. “Our viewerships of what traditionally was linear are completely different.”
Recognizing the need to support data-driven marketing, Publicis two years acquired Epsilon from Alliance Data Systems. Epsilon has a vast trove of consumer data from loyalty programs and email marketing campaigns. The data help to informing media-buying decisions amid the growth in connected TV.
“Being able to use data like Epsilon has, which is a more accurate look at U.S.-based household data, to …