The streaming audience by numbers

On the one hand, consumers demand transparency and accountability about who collects their data and how it is used, and the new legislation helps to codify this situation. Another challenge to data privacy is Google’s gradual disabling of third-party cookies.

The opportunity lies in all the alternative methods the industry is trying to reach the public. Our editor-in-chief, Kim Davis, reported on The Trade Desk and Unified ID 2.0 (a standard now owned by Prebid.org) that they developed. However, the new standards are just one approach. Below you can read about two data partnerships that we consider to be a growing trend in digital advertising and streaming.

With all these steps to work together on the best ways to collect and use data, it’s important not to lose sight of who ultimately does it: the consumer. I am obsessed with consumer behavior and how data and new channels make consumer experiences more relevant and meaningful. Some new AnalyticsIQ statistics below help fill in the audience’s streaming image and why it’s important to know it better.

Here’s another cookie alternative

Publicis Groupe, a global marketing and communications company has announced a partnership with The Trade Desk to create another alternative to third-party cookies.

With the move, The Trade Desk will have access to the Epsilon database of billions of consumer transactions, as well as national data, demographics, and interests. Publicis acquired Epsilon for $ 3.95 billion from Alliance Data Systems in 2019. Publicis customers can access Trade Desk DSP to run digital campaigns.

Because we care. 

Another week, another partial solution to the problem of enclosed gardens outside. How many other initiatives and partnerships will we see? Given the position of Publicis Groupe among the agencies (the top four), the position of Epsilon as one of the largest data brokers in the world, and the importance of The Trade Desk as a DSP, this is important.

The flow of consumer habits in figures

The predictive analytics firm AnalyticsIQ shared with us a preview of a new viewer report. (You can see some of his other research here.) AnalyticsIQ was based on a database of more than 241 million individuals and 118 million households in the United States. The data focuses specifically on the people who are likely to use Roku and other services like Apple TV this year, which makes up 76% of the people in the database.

Some people who are likely to see your content on these services:

  • the average age is 31 and it is likely that they started a family;
  • possibility to stay at home for children from 0 to 2 years and from 3 to 5 years;
  • 438% more likely to rent tenants and buy a house for the next 3-6 months;
  • is 49% more likely to be the first to use the technology;
  • 8% more likely to have 4+ TVs at home e
  • 38% prefer science fiction programs.

Because we care. 

The straps are on the calf. They buy veils for trucks and tech toys and maybe a house. When marketers introduce themselves to the family they are advertising for, they should consider what the big screen on the wall looks like. You would think that linear viewers and cable subscribers are televisions in every room, and multi-viewers streamers for tablets and mobile devices. And that would be shortsighted. Streamers have at least the same number of large (and medium) screens in the house. It is slightly (8%) more likely to have more than 4 TVs. They are also responsible for the cookies without any problems.

Another partnership for Tru Optik

We recently spoke with TransUnion about what their announced data partnership with Blockgraph would mean for marketers and the streaming world as a whole. As stated in our report, TransUnion acquired identity solutions company Tru Optik last year. Tru Optik’s identity resolution focuses on OTT, CTV, and audio streaming.

They have now announced a partnership with MediaMath, the adtech platform, and DSP. The redesigned SOURCE infrastructure provides access to premium CTV inventory. Part of the key point is that MediaMath also provides agencies and advertisers with full visibility, as well as advanced and secure brand protection. Access to this type of inventory, when linked to privacy compliance by Tru Optik, gives advertisers access to specific devices that are targeted based on behavior, interests, and demographic statistics.

Because we care.

 With Tru Optics’ home map spanning 80 million homes, advertisers can display relevant ads that match the high-quality premium content their audience sees. It adds value and scale, which will only bring more revenue to the energy growth scenario. Viewers are less likely to be alienated from outside advertisements. In the medium and long term, the real viewing experience, like traditional linear TV, will be better.

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