SpotX Catalyst Issue No. 5
March 2021

The future of identity is one of the, if not the most, buzziest topics in the advertising industry today. As we near the death of the third-party cookie, news headlines about alternative identity solutions, evolving privacy regulations, and cross-platform attribution raise even more questions.

While audience targeting strategies for video advertising will ultimately differ depending on the environment, there is one common thread: we are moving toward a privacy-first world.

This means data is top of mind for advertisers as they determine how to adapt their targeting around new universal ID solutions, contextual targeting, and a heavier reliance on first-party data.

Media owners have an incredible opportunity to strengthen their data enablement strategies. Those that don’t will be leaving a huge amount of revenue on the table. Buyers are hungry for quality data and recognize the need to work more closely with supply-side partners that can help them reach their target audiences.

In this issue, we’re diving into what successful data enablement looks like and how it can greatly increase the value of your inventory.

Kristen Williams
SVP, Strategic Partnerships

We’ve talked a lot about the growing importance of a supply-side data strategy in past Catalyst issues. Activating audience data is quickly becoming a necessity rather than a nice-to-have, particularly as media consumption habits shift and more stringent privacy regulations come to fruition.

Here, we’re breaking down three real-world examples of how media owners are thinking about their audience data strategies and delivering more value to advertisers.

AMC Networks works with buyers to layer data on their campaigns, providing them with a well-rounded audience and contextual targeting approach that engages desired audiences.

Evan Adlman, SVP of Advanced Advertising and Digital Partnerships at AMC Networks, says, “As buyers transition ad spend from linear to digital, they’re finding they can get the best of both worlds. Part of our distribution strategy includes not only going where the users go, but also enhancing our audience offering with both first- and third-party data. AMC uses SpotX’s Audience Management Engine to enable these targeted third-party audience segments from DMPs such as Krux and LiveRamp. We help advertisers tap into 1-to-1 audience targeting, as well as contextual targeting, including show-level targeting through content metadata, to make sure they’re reaching their audiences with the right message in the right environment.”

SLING TV has long relied on first-party, deterministic data to help buyers shape their audience-first strategies.

Andrew Tint, who leads SLING TV’s programmatic initiatives at DISH Media, says, “When building a data campaign, deterministic data should be at the top of every buyer’s wish list. First-party deterministic data has the cleanest data sets, which make them more reliable and precise for campaigns than modeled third-party data. This true, deterministic identity won’t be disrupted by any cookie apocalypse or identifier for advertising (IFA) changes. For SLING, it is our secret weapon.”

“SLING TV is a subscription-based vMVPD with permissioned first-party data that can be activated in a private marketplace fashion,” he continues. “This data is constantly updated based on viewing trends, and allows us to give real insights to our clients when developing their campaigns.”

And as buyers look to further customize their targeting, they can incorporate contextual targeting as well. With a strong data enablement strategy, SLING is able to work with buyers to construct a buy that leverages the right identity information specifically based on the campaign objectives.

Jukin Media is increasing the value of its inventory and matching advertisers with the right audience by utilizing first- and third-party data, also through SpotX’s Audience Management Engine.

Mike Richter, Director, Programmatic Strategy & Ad Ops at Jukin, says, “Besides audience growth, data enablement has been a key factor in the growth of CTV demand. For years advertisers have utilized the TV screen to reach wide audiences and drive high returns. As audiences have grown and platforms expanded, it led to advertisers spending more money, but resulted in lower frequency and return on investment. Enabling first- and third-party data in CTV allows advertisers to hone in on their target audience, reduce waste, and increase frequency.”

Jukin has access to more than 250 specialized data providers through SpotX. “This allows us to increase the scale we can offer beyond contextual and geographic targeting,” says Richter. “We are also able to import data from our advertisers and create premium pools of inventory to reach niche audiences across the globe. This has led to higher CPMs and more efficiency.”

Data is incredibly valuable to buyers as they want to ensure campaigns reach the right audience with minimal waste. By activating first- and third-party data, media owners can package inventory into actionable segments that improve campaign efficiency.

These segments can help a buyer reach their target audiences based on their location, program viewership, interest profile, or other targeting parameters. It can be a game-changer for their campaign’s success — and can bring you higher returns.

Activating audience data means securing larger budgets from your buyers in addition to charging premium rates for valuable audience segments. When private and curated marketplace campaigns in our platform are layered with data, we've seen significant increases in CPM rates.

Here’s a closer look at how applying first- or third-party data segments can increase your eCPMs using the SpotX Audience Management Engine.

The SpotX Audience Management Engine (AME) brings together demand and supply partners to activate audience-driven campaigns across every screen and content type.

Buyers are increasingly turning to audience targeting to improve efficiencies and ensure transparency. In fact, we saw audience-layered impressions increase by 440% in January 2021 compared to the year prior.

Advertisers recognize that audience data delivers, and it’s allowing data-infused supply to command a premium.

AME is specifically tailored to help you increase the value of your inventory by layering first- and third-party data segments. Over the past year, we have integrated with new data providers and expanded access to third-party data, including partnerships with:

More media owners are using AME to command higher ad yields without the hassle of direct integrations with data providers. You’ll be able to:

  • Target an advertiser’s exact audience to drive new business opportunities
  • Forecast inventory against key audience segments
  • Expand your demand pool by joining audience-layered curated and private marketplaces
  • Sell advertisers on your unique audience reach by defining segments

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