The AdTech industry has invested a massive amount of time and energy in salvaging the utility of cookies as a means of helping advertisers better find their target audiences. Unfortunately, all of the current industry efforts fall flat when it comes to creating better experiences for consumers, advertisers and publishers, and that’s due to one basic reason: They don’t solve for cross-device.
Advertiser interest in over-the-top is picking up steam and dollars – but cross-platform measurement is lagging behind. Data and analytics company Samba TV hopes to speed the process with the acquisition Thursday of Amsterdam-based cross-device graph provider Screen6.
As the audience for video splits across devices and consumer viewing behavior shifts from linear TV to streaming video, the ability to understand, measure and deduplicate audiences has become critical for both advertisers and programmers. Samba TV, the leader in next-generation TV analytics, announced today it has acquired Screen6, the industry’s only real-time cross-device identity resolution platform.
Samba’s real-time TV viewership data combined with Screen6 technology for cross-device identification provides advertisers, publishers, and platforms immediate access to Samba’s suite of cross-screen measurement solutions to optimize reach and mitigate excess frequency of brand messages.
What is OTT? What opportunities and challenges does OTT bring to the ad tech industry? Keith Petri, CSO of Screen6, provides an introduction to OTT, and shares insights into how it is currently being addressed in the market, plus what a true solution looks like.
The topic of identity management has been brought to the fore in numerous guises in 2018: from omnichannel marketing, to GDPR, unique IDs, to navigating user identity and measurement through walled gardens. Keith Petri, CSO of Screen6, shares his views on what will constitute ‘identity’ in 2019 on ExchangeWire, along with other experts in the space.
There is confusion among digital marketers on where and how to find consumers – specifically when it comes to audience extension and amplification. Galina Markova, Data Scientist at Screen6, explains the difference between the two and the benefit to advertisers in this Knowledge Hub video.
Much is being said today about cookie consortiums, the move to server side header bidding and how this impacts match rates. This piece on MarTech Advisor by Keith Petri, CSO of Screen6, addresses all three aspects of the debate.