In a fragmented media world with various mobile viewing options, the best chance at stitching together a single viewer profile is still at home.
That is according to the leader of a company helping to do exactly that.
In this video interview with Beet.TV, Jason Manningham, CEO, Blockgraph, explains how household data can create identity resolution that can solve the fragmentation problem.
In recent years, many new kinds of viewing experience have emerged, bringing new opportunities for advertisers to reach viewers.
Unfortunately for ad buyers, however, many of them use distinct systems of targeting and transacting, leading to fragmented business processes.
“Identity is the way that we can solve for that fragmentation,” says Manningham.
In other words, truly understanding who is watching, even when they switch to a different device, is the trick behind unlocking better targeting, de-duplication and so on.
Many vendors are tackling this same “fragmentation” problem, which …