SAN JUAN, PR — Little by little, more new TV ad inventory is becoming addressable, as new connected pathways light up IP-enabled streaming.
But, even as this happens, is the industry really making the best use of the latest software?
In this video interview with Beet.TV, one ad-tech exec warns one of the hottest tools this year risks leaving advertisers disconnected.
Addressable grows
Travis Clinger, SVP, Activations & Addressability, LiveRamp, tells Beet.TV more and more media are becoming addressable, including through user login experiences.
“We’ve had three huge streaming services launched over the past year – Netflix, HBO Max, Disney+ – who are all going to offer 100% authenticated impressions,” Clinger says. “That means that every impression they have can be addressable, it can be measurable.”
That doesn’t just improve the efficacy of connected TV (CTV) ads alone – Clinger says it will also bring beneficial downstream effects in other parts of buying chain.
“Once you have that authenticated addressability in streaming and CTV, marketers start to think, ‘How do I influence that into digital?’,” he says, speculating: “We’re going to see a shift where addressable buys are the foundation and then you layer on linear on top of that.”
Clean rooms rising
Alongside the increasing addressability power of modern media, one of the biggest trends already in 2023 has been adoption of data clean rooms.
Clean room technology allows media buyers and sellers to match their consumer data without directly sharing it with each other – something which could breach the growing number of privacy laws.
One key aspect of clean room technology is the use of “data de-identification” techniques, which are used to remove personally identifiable information (PII) from data sets before they are shared or analyzed.
Clinger sees brands using data merging in clean rooms to maintain reach amid a drop-off in the reliability of identity signals. And he sees a “huge” trend in retailers sharing their data with CPGs.
But he worries clean room tech, perhaps by definition, is not as connected as it may need to be.
Connect the clean room
“Too many clean rooms today are not interoperable with the ecosystem, and that’s a huge issue,” Clinger warns.
“What’s important, when marketers and when publishers think about data clean rooms, is how do you get clean room functionality with interoperability? The last thing you want is your data stuck in a clean room where you can’t use it. You want to be able to activate on it. You want to be able to connect to the ecosystem.
“If your data is stuck, it’s great that you did the analytics, but how do you then take it out?
“Everyone wants a clean room, but they’re not sure what they’re going to use it for.”
You’re watching coverage of Beet Retreat San Juan 2023, presented by LiveRamp, Madhive, Magnite, Paramount, T-Mobile Advertising Solutions and VideoAmp. For more videos from the Beet Retreat, please visit this page.