Data collaborations are on the rise: Friday’s daily brief

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Good morning, Marketers, how will you navigate the challenges and opportunities we face around data?

On one hand, consumers demand transparency and accountability over who collects their data and how it’s used, and new legislation is helping to codify this situation. Another challenge, related to data privacy, is Google’s phasing out of third-party cookies.

The opportunity is in all of the alternative methods that the industry is searching for to reach audiences. Our Editorial Director Kim Davis has been reporting on The Trade Desk and the Unified ID 2.0 they developed (a standard that is now in the hands of Prebid.org). New standards are only one approach, however. Below you’ll read about two data collaborations that we see as a growing trend in digital advertising and streaming.

With all of these moves being made to collaborate over better ways of collecting and using data, it’s important not to lose sight of who, ultimately, this is being done for: the consumer. I’m obsessed with consumer behavior and how data and new channels make consumer experiences more relevant and meaningful. Some new stats from AnalyticsIQ, further below, help fill in the picture of the streaming audience, and why it’s valuable to get to know it better.

Chris Wood,

Editor

Here comes another cookie alternative 

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

The move will give The Trade Desk access to Epsilon’s database of billions of consumer transactions as well as household data, demographics and interests. Publicis acquired Epsilon from Alliance Data Systems in 2019 for $3.95 billion. Publicis clients will get access to The Trade Desk’s DSP to run digital campaigns.

Why we care. Another week, another partial solution to the problem of addressability outside the walled gardens. How many more initiatives and partnerships will we see? Given the Publicis Groupe’s ranking among agencies (top four), Epsilon’s ranking as one of the world’s largest data brokers, and The Trade Desk’s prominence as a DSP, this is an important one. 

Streaming consumption habits by the numbers

Predictive analytics firm AnalyticsIQ shared with us a sneak peek at a new report on TV watchers’ habits. (You can see some of their other research here.) AnalyticsIQ tapped into its database of over 241 million individuals and 118 million U.S. households. The data specifically zeroes in on those who are more likely to use Roku and other services like Apple TV this year, which represents 76% of those individuals in the database.

Of those more likely to watch their content on these services:

• their average age is 31, and they are likely to have started families;

• they’re 133% more likely to have 0-2 year olds in the house, and 58% more likely to have 3-5 year olds;

• they’re 438% more likely to be renters and looking to buy a home in the next 3-6 months;

• they’re 49% more likely to be early adopters of technology;

• 8% more likely to own 4+ TVs in the household and

• 38% more likely to enjoy Sci-Fi shows.

Why we care. The streamers are spawning. They’re buying truckloads of diapers and tech toys and, possibly, a house. When marketers imagine the household to which they are advertising through streaming, they should keep in mind the prevalence of the large screen on the wall. One might think that linear TV viewers and cable subscribers are the ones with all the TVs set up in every room and that the streamers are more tablet and mobile on-the-go viewers. And that would be shortsighted. The streamers have at least as many big (and medium-sized) screens in the home. They are slightly (8%) more likely to have 4+ TVs there. What’s more, they’re addressable, without headaches over cookies.

Another partnership for Tru Optik

Recently we spoke with TransUnion about what their announced data collaboration with Blockgraph would mean for marketers and the streaming world, as a whole. As we mentioned in our coverage, TransUnion acquired identity resolution company Tru Optik last year. Tru Optik’s identity resolution is geared toward OTT, CTV and streaming audio.

Now they’ve announced a partnership with MediaMath, the adtech platform and DSP. Their redesigned SOURCE infrastructure provides access to premium CTV inventory. Part of the pitch is that MediaMath also offers complete fee visibility for agencies and advertisers, as well as brand-safe and sophisticated fraud protection. Access to this kind of inventory, when linked with Tru Optik’s privacy-compliant targeting, will allow advertisers to drill down to specific devices segmented by behavioral metrics, interests and demographics. 

Why we care. Because Tru Optik’s Household Graph comprises 80 million households, advertisers can serve relevant ads that fit the high-quality premium content their audiences are watching. This adds value and scale, which will only attract more revenue to the growing streaming landscape. For viewers, there will be less risk of getting alienated by off-base ads. In the middle to long term, the actual viewing experience will be like traditional linear TV, or better.

Quote of the day

“Widest adopted cookieless IDs in market as of 4/8/21, ranked by volume of presence within ad requests: Unified ID 2.0, LiveRamp IDL, LiveIntent Non-ID, ID5, Prebid SharedID.” Chris Paquette, CEO, DeepIntent