Comscore and Xandr, AT&T’s advanced advertising and analytics company, today announced that Comscore will be the measurement and currency provider for Xandr’s Addressable offering, inclusive of DIRECTV, Altice USA, and Frontier. The partnership is designed to give advertisers reliable third-party measurement across the leading national live linear addressable footprint.
Dan Rosenfeld, VP Data Strategy at Xandr
“We are excited to have Comscore as our addressable measurement partner. We’ve relied on Comscore for our own DIRECTV addressable measurement for more than five years and look forward to extending to our expanded offering. With its years of experience in addressable advertising measurement, Comscore represents a currency that advertisers can rely on,” said Dan Rosenfeld, VP of Data Strategy, Xandr.
By leveraging independent measurement from leading third-party providers in the space, Xandr is committed to providing advertisers access to comprehensive measurement and insights in their Addressable campaigns to improve performance and drive ROI. Xandr’s Addressable offering is powered by AT&T’s first-party data, combining set-top box data with anonymized subscriber data to create highly targeted consumer segments. With Addressable, advertisers can reach the right audience regardless of time or platform, in both live and playback modes.
“Addressable advertising has been seen as the holy grail of the industry for decades, but it has been held back by an ability to scale,” said Scott Worthem, senior vice president, strategic partnerships for Comscore. “We’re thrilled to partner with Xandr on this industry-leading solution that will make it easier for brands to unlock the value of addressable.”
Comscore (SCOR) is a trusted partner for planning, transacting and evaluating media across platforms. With a data footprint that combines digital, linear TV, over-the-top and theatrical viewership intelligence with advanced audience insights, Comscore allows media buyers and sellers to quantify their multiscreen behavior and make business decisions with confidence. A proven leader in measuring digital and TV audiences and advertising at scale, Comscore is the industry’s emerging, third-party source for reliable and comprehensive cross-platform measurement. To learn more about Comscore, click here.
Xandr is creating a better solution for advertisers and publishers, through consumer insights and powerful technology, built on more than a decade of AppNexus’ buy- and sell-side innovation. As a leader in advanced TV advertising, our curated marketplace of premium video inventory, Community, offers valuable audiences at-scale, in a brand-safe environment. Xandr is rooted in a tradition of responsible data usage. For more than 143 years, AT&T has used data and technology to inform and improve the consumer experience.
Skydeo Attends Startup AutoBahn in Stuttgart
Redefine Your Company Based on the Company You Keep
Skydeo COO Eric Simon presented Skydeo’s AppGraph & PlacesGraph solutions for a packed house at Mercedes Arena in Stuttgart today. Skydeo’s unique mobile insights helps auto makers better understand their car buyers mobile interests and behaviors in different regions around the globe.
Skydeo’s Eric Simon presenting in German at Startup Autobahn.
STARTUP AUTOBAHN is the ultimate innovation platform that unites global young tech companies with the unrivalled tech expertise of Silicon Valley and the best of German engineering. We are a neutral innovation platform moderating an in-depth and curated collaboration between our partners from the industry and young tech companies. Our network of investment firms and mentors further helps the growth of tech companies. Our home is Stuttgart – the birthplace of the automobile, one of the leading IP regions of the world, and a hub of business, engineering, and groundbreaking inventions.
Our namesake is the high-speed German highway – the only one in the world without a speed limit. And just like the Autobahn, STARTUP AUTOBAHN is about accelerating joint projects between young tech companies and our corporate partners.
Skydeo participated in the Marketing and Sales groups discussions regarding
- Advanced Advertising
- Performance Marketing
- Customer Experience
- Connection of Online and Offline Commerce
STARTUP AUTOBAHN partners and attendees included: Plug & Play, Daimler, Porsche, Hewlett Packard Enterprise, DXC Technology, BASF, ZF Friedrichshafen, Deutsche Post DHL Group, Webasto, Murata, HELLA, BENTELER, The Linde Group, AGC Glass, Wieland, PostNL, Jardines Matheson, CEPSA, and Covea.
Our partners at LiveRamp released a new study on People-Based Measurement and the impact it would have on marketing.
Key insights from the study include the following:
- Identity Resolution is Key to Accurate Measurement: 94 percent of marketing professionals report that a lack of “people-based” measurement capabilities makes it more difficult to create a complete view of cross-media exposure and link that view to performance metrics – such as sales and brand lift – to accurately assess marketing ROI.
- There are Common Challenges Organizations Face in Implementing People-Based Measurement: These challenges include not having the ability to link disparate data sets together for analysis (49 percent), not having identity resolution technology (48 percent), not knowing where to get started (42 percent) and not having access to enough offline sales data (42 percent).
- People-Based Measurement is the Starting Point for Creating Better Customer Experiences and Unlocking the Value of Data: Marketers and advertisers indicate the benefits of implementing people-based measurement extend beyond calculating campaign ROI:
- 75 percent of respondents indicate it will help them improve targeting and/or real-time campaign optimization
- 72 percent of respondents indicate it will help them optimize customer and prospect insights and improve product strategy, and/or improve the consumer experience
- 96 percent of respondents indicate identity resolution will be key to unlocking the value of their company’s data assets in the coming years
- While People Based-Measurement is not Yet Widely Implemented, There is Increased Investment on the Horizon:Nearly 70 percent of marketing and advertising professionals share that they have not yet implemented people-based measurement but plan to in the next three years. Additionally, over the next three years, 56 percent of respondents report that they plan to increase their in-house analytics capabilities, while 52 percent plan to invest more in marketing analytics technology.
Brian Andersen – Luma Partners
“It’s clear that identity resolution is key to solving challenges with cross-media measurement,” said Brian Andersen of LUMA Partners, “as well as helping marketers improve the consumer experience.”
LiveRamp CMO Jeff Smith
“We all know that marketers, media companies, and measurement vendors struggle to stitch together an understanding of the total
audience reached across traditional and digital channels,” said Jeff Smith, chief marketing officer at LiveRamp, “and even more importantly, tie omni-channel marketing exposure to key performance metrics like sales and brand lift. This study, however, for the first time highlights the true underlying challenge and a potential solution to this conundrum.”
12 Questions Every Buyer Should Ask about Location Data
We recently found a guide from the IAB on buying location data that is still relevant today. The convergence of place based audiences (merging device data and places/point of interest) is driving high ROI for advertising campaigns. Understanding the source of the raw data plus the human element involved in matching those latitudes/longitudes to a place is important. Circles or polygons? That’s the level of location discussion today. Contact Skydeo to learn more about our rapidly growing mobile location data and places audiences.
1. What is the source of your “place” information (i.e. data about what businesses, points of interest or addresses are found at specific lat/longs in the physical world)?
2. What is your overall share of 1st vs 3rd party place data (E.g. Do you have a proprietary mapping system/address data or utilize a 3rd party database)?
3. What is your approach to organizing places/place data (E.g. polygons, geo-fence radii, etc.)?
4. How precise is your place information (E.g. are you able to discern the location of a specific store in a mall versus the parking lot)?
5. How comprehensive is your place information (E.g. What percentage of business, addresses, or points of interest do you have place data for)?
6. How do you qualify and/or verify your place information? For example, how do you address the scenarios below:
a. How do you compensate for bad addresses?
b. Do you have a way to account for recent opening and closing of locations?
7. What are your sources of device location data (i.e. data used to locate a device) and how do you receive that data?
a. E.g. 1st party (O&O properties/servers), direct 3rd party deal/relationship, impression/ exchange data, etc.
8. What types of device location data do you use?
a. E.g. Device GPS, cell tower/triangulation, user-reported (check-in), user-reported (registration), Wi-Fi, IPS, beacons, low power Bluetooth, zip – local content, centroids, NFC, etc.
9. How do you identify and filter out the types of targetable location data that are not appropriately accurate for my campaign’s needs?
10. How long is your location data stored/considered relevant?
a. Is your device data time stamped?
b. If you offer dwell times, how are these calculated?
11. How do you verify/substantiate that the device location data you are using is accurate?
12. What is the scale of your device location data?”
According to Geekwire: Snapchat parent Snap has acquired Placed, a Seattle-based startup that operates a consumer location analytics platform.
GeekWire first learned of the acquisition last week, and made inquiries to the company, which at the time did not want to discuss the deal. Sources close to the deal pegged the purchase price at more than $200 million, marking a potentially large outcome for the original investors and early shareholders. It’s also one of Snap’s most expensive acquisitions to date.
Founded in 2011, Placed raised $13.8 million from Madrona Venture Group and Two Sigma Ventures. Board members include Shim; Matt McIlwain; David Joerg; and Brian McAndrews.
Placed CEO and co-founder David Shim will stay at the company, and will report to Snap Chief Strategy Officer Imran Khan.
“Over the past 12 months, Placed has measured more than $500 million in media spend to store visits, across thousands of campaigns and hundreds of partners, cementing Placed as the leader in location-based attribution,” Shim wrote in a blog post shared with GeekWire on Monday afternoon. “By partnering with Snap, we will do even more.”
Location Attribution and Measurement
Skydeo provides place based audiences and location based services. Contact us to learn more.