The article from Beet.TV states, " If digital was being exposed to dark data tactics, good 'ol TV seemed altogether cleaner. But what happens when TV becomes digital, when even linear TV ads start getting targeting using data obtained from a virtual warehouse in the online ecosystem?
This is where Webbula can help. For over ten years both CEO Vince Cersosimo and COO Douglas Egeth have spoken about “Truth in data” - meaning, it offers "hygiene" and verification for email data and audience data services for better customer targeting.
In the interview, Douglas Egeth says the aim is to improve the quality of data which marketers are now beginning to use in the TV environment.
“OTT is an emerging market, it hasn’t matured of course yet,” Egeth says."
"The threats are there and it's ever-growing and, as it becomes a more mature marketing channel, it's only going to increase in intensity. It's better to be vigilant now, in terms of making sure those audiences are not just cleansed, but that you're getting maximum ROI for these fantastic segments that people are purchasing".
Our clients include agencies and brands who are looking to understand more about the people described in their audience data segments.
Egeth states: "Unfortunately in today's marketplace, there are a lot of false positives and false negatives, so they're buying audiences that just aren't real.
(Some data providers are) not able to really quantify where it comes from, how it is cleansed, how it brought to market and how it is segmented and refreshed."
Watch the Interview here.