The Business Of Data With Jon Lafayette: Attribution and Discovery
The value of data is what you can do with it. This week we look at WunderKIND, which is using data to meaure the return on the ad campaigns it runs for clients. We also hear from Gracenote, which warns that people who use chatbots to find things to watch on TV often don't trust the results they get. Quality data, like the kind Gracenote sells, is needed to kept AI honest, the company says. Note: AI was not used to write this newsletter.
WunderKIND Adds Attain Data to Focus on Outcomes
'We’re able to see how much ROAS can be attributed to that campaign or that advertiser,' said WunderKIND VP Adam Gendelman
“Outcomes” has become one of the advertising industry’s most prevalent buzzwords. And when talk turns to data, having data about the results of campaigns is as close to the Holy Grail as you get.
In a new deal, advertising company WunderKIND Ads is getting access to a shopping cart full of purchase data from Attain.
Adam Gendelman, VP, head of sales, supply and operations at WunderKIND Ads, told The Measure that the data will be used to measure, evaluate and optimize campaigns on metrics including sales and return on advertising spending. [READ MORE]
PEOPLE
Rachel Conforti announced that she has joined iSpot as senior VP of marketing.
Conforti had previously been senior VP at data company Attain. She also spent time at companies including LoopMe, Innovid and DoubleVerify.
“iSpot is helping lead a powerful shift across the industry—from creative, to audience and outcomes. TV and video are more poised than ever to deliver in this new outcomes-driven era, and it’s energizing to work alongside a team that’s making that vision a reality,” she said in a LinkedIn post.
Warner Bros. Discovery’s Ryan Gould has been named chairman of the board of directors at OpenAP.
Gould will continue as president of U.S. ad sales, go to market, for WBD. He succeeds John Halley, the former head of ad sales for Paramount Global.
OpenAP is a tech firm that helps advertisers create advanced audiences for data-driven linear, programmatic and streaming campaigns.
“OpenAP plays a critical foundational role in enabling the industry to transact on audiences with clarity and consistency,” said Gould. “As the ecosystem continues to evolve, shared identity infrastructure in streaming and all of data-driven video becomes even more critical. I look forward to helping guide OpenAP as it deepens its role in powering a more unified, audience-first video marketplace.”
“Ryan brings both strategic vision and operational fluency to this role,” added OpenA CEO David Levy. “He understands that the future of premium video depends on common standards and interoperable identity. His leadership will help accelerate OpenAP’s mission to turn audience consistency from aspiration into infrastructure.”
How AI Is Changing the Way Viewers Find What They Want to Watch on TV
Forget artificial intelligence. I can remember when you didn’t have to be all that smart to figure out what was on the boob tube.
Keeping track of what was airing on just three networks was pretty easy. If your favorite show was Batman, you knew the right Bat-time and Bat-channel, so you didn’t miss that week’s episodes. (Yes, episodes. For a while, there was the cliff hanger episode, followed the next day by the resolution episode. But, that’s another story.)
Cable made TV more complicated. As the Boss put it, there were 57 channels and nothing on. To find the right nothing, cable companies provided the notorious scrolling channel guide that one could stare at for hours and still not know what was on Trio. [READ MORE]
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