Addressable Advertising Needs Reliable Data to Deliver Results: Blockgraphs Jason Manningham Beet.TV [Video]

Addressable advertising is making great strides in fulfilling its promise to show different commercials to different households during the same television programming. These capabilities rely on various sources of first-party data, which advertising data and insights platform Blockgraph brings together.

“Having really accurate first party data is critical for advertisers who want to reach their audiences and measure the results,” Jason Manningham, chief executive of Blockgraph, said in this interview at the Go Addressable summit in New York.

“If we think about TV specifically, there’re different types of first party data,” he said. “There’s first-party identity and understanding who is actually consuming the content and which ads are they actually viewing. And then there’s also first-party viewing data and ad exposure data.”

While media companies have audience data, marketers have data about consumers they are most likely to convert into paying customers.

“Advertisers have first-party audience segments they want to reach …