More Actionable Data For TV Buyers Than They Realize Beet.TV [Video]

AMENIA, NY — There is more data available for TV ad buyers to leverage for improved targeting than many of them appreciate.

That is according to one executive who helps brands better understand their customers.

In this video interview with Beet.TV’s Rob Williams., Brad Danaher, VP, Advanced TV, TransUnion, said his company often finds itself “alerting” ad buyers to the growing range of datasets they could be tapping.

“There’s a lot more data that’s actionable, that especially in the TV ecosystem that buyers don’t always realize is there, that they can use that is available, that can be paired with with media data… as opposed to basic demographics,” Danaher said.

Danaher also observed growing interest in – but not necessarily understanding of – “clean rooms”, the privacy-compliant environments allowing two partners to match their consumer datasets without actually sharing them with each other.

“You can merge use for analytics and activation, clean rooms and it’s a lot easier …